Where it usually starts
A café is a small business with a fast-changing product.
- The cake selection depends on what was baked at six, the soup changes daily, a batch of the house blend runs out mid-afternoon and the sandwich list shifts with the season.
- Almost no café website reflects any of this.
- It was built once, with a PDF menu and a photo of a flat white, and the opening hours on it still say what they said eighteen months ago.
- Customers phone to ask whether the café is open on the bank holiday, whether the gluten-free brownie is on today and whether they can pick up six coffees and a box of pastries for a nine o'clock meeting.