Affordable Luxury, Viral Aesthetic: The Blank Street Effect
Fewer menu options, lower prices, higher hype—is Blank Street hacking Gen Z’s attention economy? Let us talk about Blank Street’s minimal menu and maximal influence.
When we think of Blank Street Coffee, the vibrant green matcha instantly comes to mind — more of a stylish nod to the brand’s colours than just a drink. Honestly, Blank Street isn’t merely about caffeine; it’s like sipping on a Pinterest board. Walking through London with that cup feels like a chic, unpaid marketing gig. Every sip serves as an edible mood board, effortlessly shaping your identity without you even being aware of it.
The under-30 crowd has propelled Blank Street into a viral sensation, but the genius lies in how effortless it feels. Unlike the extensive 87-item menu at Starbucks, Blank Street's stripped down selection makes the decision-making process feel seamless. It’s what behavioural economists call the paradox of choice: when too many options overwhelm us, fewer onesactually feel liberating. At Blank Street, you don’t spend five minutes customising — you’re handed a ready-made vibe.
Carrying a Blank Street cup isn’t just about coffee, it’s quiet identity signalling — when the things you buy or display subtly “signal” your social status or personal vibe without you saying a word. Your latte whispers the same aesthetic as your Alo set, Laneige gloss, and Pilates class: curated, aspirational, and on-brand. I like to call it Pinterest but in a cup.
And here is how the pricing plays a part:
Based on publicly available, approximate menu prices online as of August 2025 (actual prices may vary by location), here’s a quick comparison of typical latte pricing:
Starbucks lattes average around £4.80, while Blank Street’s are roughly £3.50—that’s a £1.30 saving, or nearly 27% cheaper. Think of it as affordable luxury: premium vibes, at a price that Gen Z can justify.
But here’s where it gets interesting: it’s not just about cheaper lattes, it’s about why people choose them despite the price gap. Blank Street’s gorgeous packaging and Insta-perfect aesthetic trigger something called the halo effect, meaning that when a brand looks good, our brains assume everything about it is good, including the taste. Whether or not the coffee is actually superior, your mind has already been won over by the vibe.
Operation wise, their strategy is smart too. Small stores, high-tech machines, and a minimal menu cuts costs, letting them pay employees above market rates while keeping prices lower than Starbucks or Pret. Think of it like a knowledge-based economy where you invest heavily in R&D and equipment upfront, and each additional latte costs pennies. This gives us the vibes without the price tag in each cup.
And just when routine could get boring, Blank Street drops intriguing new flavours, just like Glossier launches viral lip oils. You try them whether you like them or not, because FOMO is real, darling! Your latte becomes more than caffeine.It’s an accessory, paired with your Laneige gloss for the perfect mirror selfie. Swap a Blank Street cup for Chai Guys, and suddenly the whole Instagram narrative changes.
In contrast, Starbucks is the MAC Cosmetics of coffee—timeless and classic with a loyal following. Yes, Starbucks is pricier, but it maintains its stronghold. When you purchase from Starbucks, you’re buying coffee, perhaps envisioning a corporate espresso. Blank Street? It’s Glossier: viral, “that girl” coded. One is betting off legacy and the other is selling a lifestyle.
Globally, this strategy could give the edge Blank Street requires. It could become the next ‘Boba tea’ phenomenon, being an irresistible trend for young consumers everywhere, potentially evolving into the ZARA of the beverage world. On the other hand, Starbucks faces hurdles in places like Australia, where local chains and indie shops hold majority of the market. Their American-style drinks initially did not resonate with consumers there. However, with its savvy strategy, Blank Street has the potential to remain ahead of the curve in this ever-changing landscape.
In the end, Blank Street isn't competing with Starbucks for caffeine dominance, it’s actually competing for a place in your Instagram grid. And right now? It’s winning.
Digest This.
By Ananya
