Hoffmann first came to prominence after winning the World Barista Championship in 2007 and has since been credited as a pioneer of Britain's third-wave coffee movement.

[5] In 2003, Hoffmann released an EP under the stage name "King Seven" which featured "bell chimes, panned-and-swirling acoustic guitars and careful, sometimes glitchy, percussion choices.

[3][4] One of Hoffmann's first jobs after joining the coffee industry in the early 2000s was working as an espresso machine salesman for Gaggia in the high-end department store Selfridges.

While working there, a chance encounter with a television producer led to him featuring on Trick or Treat, hosted by Derren Brown.

[21][22][23][24][25] With his business partner Tim Williams, Hoffmann temporarily opened a coffee bar called "Penny University" in 2010 through Square Mile.

The café was open in Shoreditch from May 22 to July 30 and featured no espresso drinks, opting to serve Hario V60 pour overs, flannel drip, and siphon coffee.

[43] Since 2016, Hoffmann has gained popularity on YouTube's online video-sharing platform, with his channel garnering over 1 million subscribers.

[27][9] Hoffmann's distinct personal fashion is also often noted as being part of the channel's appeal, with The Guardian describing the videos' style as "gentle chaos – with a widow's peak of expertly swooped silver hair, tortoiseshell spectacles, a penchant for woolly jumpers, and a soft voice.

"[2][9] Hoffmann uses the crowd-funding subscription service site Patreon to support his channel, making £16,000 (US$21,917.81) a month from more than 8,000 patrons in July 2021 and US$24,000 as of January 2022.

[27] Hoffmann has worked with Italian commercial espresso machine and grinder maker Victoria Arduino, owned by Nuova Simonelli, since 2013.

[50] Hoffmann consulted for Myracle Kitchen, a subsidiary of Nurture Brands LLC, to develop a plant-based dairy alternative called "Barista Mylk".

The product was released in June 2021, with the stated goal of being comparable to cow's milk in terms of taste, experience, and texture, as well as being suitable for use in latte art.