London’s Ziferblat Café Charges by the Minute, Not the Cup

In London, a standard handmade cappuccino typically costs around £3 (about 26 RMB). But what if you could enjoy unlimited coffee, tea, and snacks—for free—and only pay for the time you spend in the café? That’s the unusual promise of Ziferblat, a new kind of coffee space in the trendy Shoreditch district.

Ziferblat gives you all the coffee and treats you want without charging per item. Instead, you pay just 10 pence (about 1 RMB) per minute of your visit. That means your usual £3 cappuccino buys you roughly 88 minutes—or nearly an hour and a half—of coffee, music, and company.

What Is Ziferblat and How Does It Work?

Ziferblat, which means “clock face” in Russian, is a café concept that turns the traditional coffee shop on its head. Located in a semi-hidden corner of Shoreditch, the London branch invites customers to help themselves to coffee from an automatic machine, tea, cookies from a cupboard, and milk from the fridge—just like in a friend’s living room. The only catch? You’re charged by the minute, not for what you consume.

The space encourages a relaxed, communal atmosphere. Patrons can play the piano, chat, work, or attend events. There’s no pressure to buy anything specific, because the coffee and food are already free. The founders consider guests to be “micro-tenants” of a shared space.

Why Charge by Time Instead of by Product?

The Ziferblat model originated in Russia and has expanded to Ukraine and now the UK. Founder Ivan Mitin says most guests voluntarily wash their own dishes—and often help with others’ too. He sees the café as a “social network in real life,” where people gather without alcohol, enjoy a sense of community, and experience a return to a more carefree, childlike state of being.

Mitin emphasizes that the goal isn’t profit in the traditional sense. While small donations from regulars sometimes help, he views Ziferblat primarily as a social or even public-interest project. The business model only works, he says, if core customers stay long enough to make the time-based pricing sustainable.

Can You Really Run a Café Like This?

Many cafés have tried to copy Ziferblat by simply renting a space, adding some IKEA furniture, and charging by the minute—but most fail. Without the right atmosphere, customers find the experience dull and don’t return. The secret, according to the article, isn’t just the pricing model: it’s creating a welcoming environment where people genuinely want to linger.

Potential challenges abound: What if guests don’t know how to make coffee? What if someone stays for days? Could such a place get too crowded? Where should it even be located, and who is the target customer? Should there be any limits on time or behaviour? These are all valid concerns—but the model still offers valuable lessons for struggling coffee shops willing to experiment.

Frequently Asked Questions

How much does it cost to stay an hour at Ziferblat?

At 10 pence per minute, staying one hour (60 minutes) at Ziferblat costs £6 (about 52 RMB). That’s significantly cheaper than buying individual drinks, as long as you use the free coffee, tea, and snacks available.

Do you have to pay for coffee and food at Ziferblat?

No, coffee, tea, and snacks at Ziferblat are completely free. You only pay for the time you spend in the café, at a rate of 10 pence per minute.

What is the concept behind Ziferblat?

Ziferblat is designed as a social space where people can relax, work, or socialize without being charged for food or drinks. The founder, Ivan Mitin, sees it as a “social network in real life” and a community-driven “micro-living” experience.

Why did other cafés fail when copying the Ziferblat model?

Other cafés that tried to copy Ziferblat by simply charging by the minute usually failed because they lacked the right atmosphere. Without a welcoming, community-oriented environment, customers found the experience boring and didn’t return.

Is Ziferblat meant to be a profitable business?

No, founder Ivan Mitin explicitly states that Ziferblat is not a traditional business model but rather a public-interest or community project. While small donations help, the focus is on creating a shared social space rather than maximizing profits.

Who is the target customer for a time-based café like Ziferblat?

The ideal customer is someone who values community, wants a relaxed environment to work or socialize, and is comfortable paying for time spent rather than individual items. It appeals especially to those looking for a non-traditional café experience.

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