Being Coffee Roasters is a mock business based in Madison, Wisconsin. Why flamingos, it’s a nod to the University of Wisconsin’s most famous pranks. On September 4, 1979, the student government planted 1,008 plastic flamingos on Bascom Hill in front of the dean's office. It became such a legend that the plastic pink flamingo is now the official city bird. The business is to start as a coffee truck near campus to later expand to a shop near Madison's many bookshops.