Smart or deceiving? Look at this cafe's trick to 'lure' customers in!

In the bustling streets of Sydney, the hum of traffic is as common as the aroma of freshly brewed coffee.

One cafe owner stirred up a conversation with a marketing ploy that's turning heads and tapping brakes.


Ahmet Sbaeit, the owner of Macchiato & Co cafe in Regents Park, deployed a tactic that's both clever and controversial to boost his cafe's sales.

He leveraged on local drivers' dread of speed cameras to draw them in for a caffeine fix.

A sign that stood outside Sbaeit's cafe mimicked mobile speed camera signage seen across the country.


macchiato and co.PNG
Macchiato & Co is a quaint coffee shop nestled in Regents Park. Image Credit: Google Maps


With its fluorescent yellow strips and distinctive checkerboard pattern, the sign could be a heart-stopping sight for any motorist.

However, upon closer inspection, it was clarified that it was not going to issue any penalties.

'Your caffeine limit has been checked. Turn left now,' the sign playfully read.


In an interview, Sbaeit revealed that the sign had been a shop fixture for about two months.

The signage consistently 'catches people out' as they drive by.

The initial shock of a speed camera quickly turned into amusement and relief when drivers realised that it was just a marketing tactic.

'Every time someone comes in, the first thing they say is they got a fright,' Sbaiet shared.

'Even my wife falls for it every time she drives here.'


Sbaeit's approach to attracting customers came against a backdrop of increasing road fatalities in Australia.

With 1,324 deaths recorded on Aussie roads between February 2024 and January 2025, speeding has been a more prevalent issue among motorists.

The National Road Safety Strategy highlighted the need for continued vigilance and enforcement to prevent this dangerous behaviour.

Authorities have intensified their efforts to combat reckless driving, particularly in the southwest of Sydney, where Macchiato & Co is located.


New South Wales is not the only state that has prioritised road safety.

New high-tech cameras have been introduced to target noisy vehicles, and popular beach areas like Cronulla have installed cameras to deter reckless driving.

Meanwhile, in Tasmania, speed cameras have captured over 60,000 offences in the last year alone.

Sbaeit's sign was a testament to the creativity of small business owners in attracting customers, all while promoting a safer environment for pedestrians.

It's a reminder that sometimes, a little humour and ingenuity can go a long way.
Key Takeaways

  • Ahmet Sbaeit, owner of Macchiato & Co cafe in Sydney, placed a sign outside his cafe that looked like a mobile speed camera sign.
  • The sign was part of their marketing strategy to attract attention.
  • Speeding has been a significant issue in Australia, with authorities increasingly using speed cameras to deter dangerous driving.
  • Sbaeit's sign also served a dual purpose by slowing down speeding drivers near his cafe, contributing to road safety in the area.
Have you encountered any such clever marketing tactics in your travels? Do you have a story of your own about a local business using humour to make a statement? We'd love to hear about it in the comments below!
 

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I am surprised the authorities allow these signs which seem to be proliferating. It is an amusing attraction for the premises but could be a distraction for drivers as they read it and spend valuable seconds understanding it.
 
I am surprised the authorities allow these signs which seem to be proliferating. It is an amusing attraction for the premises but could be a distraction for drivers as they read it and spend valuable seconds understanding it.
Might slow them down too… authorities wouldn’t like that
 
I love it!!!! Nothing more to say
 
In this instance it’s not a main rd it’s the road leading into the industrial estate so the distraction should be quite minimal.
 
Heart stopper , once they get over the shock of no ticket they probably need a coffee, love it , genius.
 
Clever!!!! We need things like this to take away the seriousness of things today. We need opportunities to have a little giggle once in a while and smile!
 
Thinking outside the square, with this clever marketing ploy….10/10!! ☕
 
And to think authorities want to fine people with "FOR SALE" signs on their cars parked by the roadside.

Ahmet Sbaeit probably has a relative working as a councillor at the City of Canterbury-Bankstown Council.

Oh, the hypocrisy!!!
 
It was obviously slowing down speeding drivers, if they all had shock when they saw the signs. Great job, helping to make the roads safer for everyone.
 
It was obviously slowing down speeding drivers, if they all had shock when they saw the signs. Great job, helping to make the roads safer for everyone.
lf they cut a few trees down they might be able to see where it is. Poor trees though if they did .l love trees
 
It would only be a major distraction for drivers who are speeding.
I would turn left just to tell them what a good marketing strategy it is, and cheap as chips. Also, puts a check on speeding drivers. All good.
 
lf they cut a few trees down they might be able to see where it is. Poor trees though if they did .l love trees
Don't touch the trees. We need the urban canopy. Plus, there are idiot drivers out there who are in a hurry to knock them down with their vehicles anyway.
 
Don't touch the trees. We need the urban canopy. Plus, there are idiot drivers out there who are in a hurry to knock them down with their vehicles anyway.
l love trees and l hate it when they get chopped down. l was just thinking how stupid it was to have a shop where no-one can see it for trees
 
is there a fine for slowing down speeders or reminding folk of the offence of speeding? seems to be providing a service to the community as well as selling coffee
 
is there a fine for slowing down speeders or reminding folk of the offence of speeding? seems to be providing a service to the community as well as selling coffee
You can be issued an infringement notice for flashing your high beam to warn oncoming motorists of a speed camera or RBT.
 

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