To help him navigate the fiasco, he returns to Zacklin for help, who refuses. Fielder announces plans to open a second location in Brooklyn, New York, but the store is shut down by the health department. The next day, the location becomes a phenomenon, attracting dozens of visitors and international media coverage. Dumb Starbucks opens to little fanfare, leading Fielder to promote the store in the parking lot of a local Starbucks. Fielder posts a Craigslist ad seeking baristas with Starbucks experience, and hires two applicants. Renting a vacant retail space in nearby Los Feliz, they begin to construct the shop over the course of a week. When tensions with Zacklin arise, he decides to pursue Dumb Starbucks on his own, kicking Zacklin off the project. Fielder also opens an art gallery containing pieces of visual art mocking popular culture, continuing his quest to become a parody artist. Zacklin and Fielder begin writing parodies of popular songs to perform at an open mic night. Marx refuses to give Fielder the contract back, but Fielder confirms they have video footage of him signing the contract, which will hold up in court. In a twist, Fielder reveals he has fooled Marx into signing a release form that holds him responsible for any legal damages the stunt may create. Marx, who informs him that the legality is not yet sound because individuals could confuse Dumb Starbucks for the famous corporation, unless Fielder has established himself as a parody artist. He suggests they change Helio's name to a parody of Starbucks named "Dumb Starbucks". His idea is that parody law permits fair use of a company's logos and branding, which should attract their customers. Fielder meets with Zacklin to discuss how he can compete with bigger coffee chains. Plot Įlias Zacklin is the owner of The Helio Cafe, a small coffee shop in East Hollywood, that lacks customers. Upon the episode's broadcast, it was acclaimed by television critics. Starbucks did not pursue legal action, although it did note to the press that it was "evaluating" the possibility while reinforcing that the "Starbucks" name is a protected trademark. Spectators and media commentators questioned the stunt's authenticity, viewing it variously as performance art, a statement on consumerism, a viral marketing achievement or the work of street artist Banksy. The location attracted dozens of visitors before it was allegedly shut down by the Los Angeles County Department of Health Services (LACDHS), an event incorporated into the episode, although the LACDHS has no records of an action against Dumb Starbucks.
This episode was the second time Nathan for You was the subject of serious coverage from mainstream media outlets, the first being for a video produced for the season one episode "Santa/Petting Zoo". While producing the episode, the actual Dumb Starbucks location provoked real international media coverage. In the episode, Fielder attempts to help a struggling coffee shop by renaming it Dumb Starbucks, a parody of the American coffee company and coffeehouse chain. In the series, Fielder plays an off-kilter version of himself, who tries to use his business background and experiences to help struggling companies and people, offering them strategies that no traditional business consultant would dare.
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Written by series co-creators Nathan Fielder and Michael Koman, as well as Dan Mintz, it first aired on Comedy Central in the United States on July 29, 2014. " Dumb Starbucks" is the fifth episode of the second season of the American television docu-reality comedy series Nathan for You, and the thirteenth overall episode of the series.
5th episode of the 2nd season of Nathan for You " Dumb Starbucks"
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