Members Only
Some people have private jets, private chefs, private gyms, private entrances, private security, and private islands.
But still end up waiting in line behind a teenager ordering a Frappuccino.
The following concept for a members only coffee shop is an intimate and exclusive lifestyle enhancement for people who care deeply about quality, privacy, service, and not having to explain themselves before 9 a.m.
The Observation
There's a class of customer who can buy the best version of anything.
Except, strangely, a great cup of coffee in peace.
While luxury options exist for dining, fitness, security, travel, healthcare, retail, beauty, art, entertainment, and access -
Coffee remains painfully public.
Frequency
Coffee is not an occasion.
It’s a daily ritual.
Two-thirds of American adults drink coffee every day. The average coffee drinker has roughly three cups a day. Specialty coffee consumption is currently at a 14-year high.
Source: National Coffee Association, 2025 National Coffee Data Trends.
For most people, it’s just a habit.
For our members, it’s an unclaimed luxury category.
We love coffee. We simply object to everything that has been built around getting one.
What It Is
Coffee, handled properly.
A private place for coffee, tea, a quiet hour, a short meeting, a long pause, hiding, waiting, or seeing no one at all.
No line. No cash register. No cameras flashing through the windows.
A bespoke hideaway with extraordinary coffee, rare teas, alternative beverages, exquisite snacks, highly-trained baristas, complete discretion, and unrivaled service.
What It Is Not
New-agey. Crunchy. Tech-bro. Funky. A “third place” or free wifi to study for finals.
This is not a co-working lounge, fast-casual café, influencer backdrop, or public restroom.
It is an edited, curated, private environment for people who want exceptional coffee without the public experience.
The Members
People who know and appreciate the difference.
Our regulars are high net worth, high visibility, discnering individuals who shop at Erewhon, Ron Herman, and Maxfield. They take lunch at the Polo Lounge and enter Nobu through the private garage. They understand why the smallest inconvenience is often the most revealing luxury gap.
They value privacy, status, security, taste, quality, and not being observed during their daily errands.
The Experience
The Standard
Every detail should feel selected, not supplied.
The Business
One membership. One standard.
There are no pricing tiers. Luxury is removing decision fatigue.
Members pay to belong. Once inside, they do not transact.
The Model
Small room. Big numbers.
This concept does not require a large membership base to be a highly lucrative business.
It simply needs the right members.
A private coffee house with 250–500 members, meaningful initiation fees, annual dues, strategic partnerships, private service options, and a highly curated product ecosystem can become a luxury hospitality business in an entirely new category.
Potential membership scenarios
The Difference
A coffee shop sells drinks.
We sell access.
A traditional café depends on traffic, visibility, transactions, speed, and volume.
Our concept is built on the opposite logic.
Private Service
Not to-go. To you.
Separate from house membership, we offer a private mobile service for elite members and select clients. Coffee is not delivered, but freshly made by the most experienced and discreet baristas on-site, on-demand at:
Location
Malibu is underserved at the top.
Malibu has a unique balance of density of wealth, privacy needs, wellness-adjacent spending, celebrity presence, and existing behavior around private entrances - contrasted with shockingly poor coffee options.
It is local enough to manage closely and specific enough to become iconic.
The Network
There is an international oppportunity at play.
Future locations follow the same customer through the places they already live, travel, work, and disappear.
Los Angeles — Brentwood — Montecito — Aspen — Miami — New York — the Hamptons — London — Paris — Dubai
One standard. Multiple private addresses.
Branding and Collateral
Extremely curated, or not at all.
We can expand the brand experience into a tightly controlled product ecosystem:
This is not merch. These are objects of desire.
The Team
Starting small.
This opportunity requires experienced food, beverage, hospitality, legal, real estate, and operations partners. This is not a solo project. It is a luxury hospitality platform that needs the right team to execute the idea properly.
Matt Chait - Founder, brand architect, creative director.
The Ask
Seeking founding partners.
If you understand why this should exist, we should talk.
matt@mattchait.com