Oatly has opened in Amsterdam what it presents as the world’s first “bike-thru”, a reinterpretation of the classic drive thru Designed specifically for bicycles. Activation allows cyclists to enter through an enabled lane, order a drink made with oats, pick it up and continue their tour of the city without getting off the bike.

The proposal will be active until June 7 and is based on a reading of the local context. Amsterdam has a cycling culture deeply integrated into everyday life, so Oatly does not modify urban behavior and designs a brand experience adapted to it. The idea, therefore, is not to ask consumers to act more sustainably: it is to make that choice feel natural within their usual journeys.

“The important thing was to make sustainable choices feel natural”said Christiaan van Doornik, General Manager of Oatly for Benelux. In that line, the bike-thru eliminates cars, engines, and emissions from the traditional quick-service imagination, replacing them with bicycles, specialty coffee, and plant-based drinks.

The activation has a rotating menu prepared together with European roasters. Nomad, from Barcelona, ​​opened the experience with a drink of caramel miso and tiramisu; April, from Copenhagen, takes over with a typical proposal shakerate with cold woodruff foam; Wide Awake, from Brussels, will present a “Mystery Drink”; and Dak Coffee Roasters, from Amsterdam, will participate during the final weekend.

The action is part of Oatly’s strategy to build a brand around flavor, coffee culture and sustainability. Instead of presenting plant consumption as renunciation, it presents it as a desirable, urban experience linked to lifestyle codes.

The concept also functions as a cultural adaptation of the convenience format. There where the drive thru American responds to a city designed around the car, the bike-thru by Oatly responds to a city designed around the bicycle. And the activation also includes a collaboration with ClassPass, whose members will be able to use credits during the three and a half weeks of operation of the space and access a 35% discount.

With this action, Oatly once again positions itself in usual territory for the brand: simple and very visual ideas. He bike-thru sells oatmeal drinks and also presents a small image of the future about how fast consumption rituals could be redesigned when they are better adapted to urban mobility and more sustainable habits.