A new coffee shop just opened downtown that, based on the photos I’ve seen, looks pretty decent. They also make some really impressive-looking doughnuts.

Originally they opened as a small pop-up cafe that ended up lasting for well over two years. With their massive succcess, they’ve now expanded into a proper cafe space and I’m looking forward to checking it out.

But this isn’t about the cafe, it’s about the low-key power move seemed to go unnoticed by most. At least, I didn’t see any comments pointing it out. The only acknowledgement of it was after I messaged them to give them a compliment on the decision.

Most business would have been more vocal about such a clever play. But that often takes way from the cleverness.

Easter eggs like this are meant to be discovered, not given away.

Fawkes Coffee was calculated in choosing a date that’s well remembered.

They chose the 5th of November.