I’m a sucker for great copy, so I instantly fell in love with the Bagels & Beans, a Starbucksesque coffee company in The Netherlands, House Rules.
We really don’t care how you pronounce “bagels”. We totally understand what you mean when you say “beagels” or “baggels”.
Complaining about slices of tomato and mozzarella or cheesecake that are cut unevenly is useless. We cut everything by hand.
And, my favorite:
It’s ok to bring your own food like hamburgers, fries and icecream, so we can serve something healthy with it.