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.
'Coffee' 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, an exceptional 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 register. No cameras waiting for you in the parking lot.
A bespoke hideaway with extraordinary coffee, rare teas, alternative beverages, exquisite snacks, highly-trained baristas, chic design, 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, café concept, 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 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 rituals.
The Experience
The Standard
Every detail should feel selected, not supplied.
The Business
One membership. One standard.
No tiers. Luxury means removing decision fatigue.
Members pay to belong. Once inside, they do not transact. They are home.
The Model
Small room. Big numbers.
Coffee does not need a large membership base to be highly lucrative business.
It needs the right members.
A private coffee house with 250–500 members, meaningful initiation fees, annual dues, strategic partnerships, private service, and a highly curated product ecosystem can become a luxury hospitality business without behaving like a restaurant.
Potential membership scenarios
The Difference
A coffee shop sells cups.
We sell access.
A traditional café depends on traffic, visibility, transactions, speed, and volume.
Coffee is built on the opposite logic.
Private Service
Not to-go. To you.
Separate from house membership, Coffee offers 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 the right density of wealth, visibility, taste, privacy needs, daily coffee demand, 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
The first location is Malibu. The opportunity is a private network.
Future locations could 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.
Brand Upside
Extremely curated, or not at all.
Coffee can expand into a tightly controlled product ecosystem:
This is not merch. These are objects of desire.
The Team
Start small.
Matt Chait’s role is as a co-founder, brand architect, creative director, experience designer, and business-building partner in many successful ventures.
But 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.
The Ask
Seeking founding partners.
If you understand why this should exist, we should talk.
matt@mattchait.com