The unusual pricing strategy at Ziferblat (“everything is free, except the time you spend there”) has proven popular in Russia, where nine outlets have opened in the last two years, attracting a total of 30,000 customers a month. Now it has expanded its reach to the trendy London district of Shoreditch.

Customers must take an alarm clock from a cupboard upon arrival, note the time, and then keep it with them until they leave. A flat fee of three pence per minute means that an hour-long stay will set you back just £1.80 – no matter how many cups of Earl Grey and custard creams you manage to tuck away. There is no minimum time, either, meaning a hastily drunk coffee can be had for mere pennies.

Guest must serve themselves using a coffee machine and kettles. Other “complimentary” snacks, including fruit and vegetables, can be prepared in the kitchen – punters can even choose to wash their own dishes. There’s also a piano, a record player and unlimited Wi-Fi to provide entertainment.

Ivan Mitin, the owner of Ziferblat – which means “clock face” in Russian – told the Guardian that it was already attracting a number of regulars. “Londoners are more prepared for such a concept; they understand the idea instantly,” he said. “It's funny to see people queueing here to wash their dishes. It's not obligatory, but it's appreciated. They even wash each other's dishes. It's very social. We think of our guests as micro tenants, all sharing the same space.”