Dumb Starbucks

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.

While producing the episode, the actual Dumb Starbucks location provoked real international media coverage.

[2] 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.

[3][4] Elias Zacklin is the owner of The Helio Cafe, a small coffee shop in East Hollywood, that lacks customers.

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.

Attempting to right his wrongs, he posts a sign on the door of the now-empty former Dumb Starbucks, suggesting visitors instead visit The Helio Cafe.

For an episode in the show's first season, they had created a YouTube video, "Pig rescues baby goat", which gained seven million views and news coverage even before the series aired.

[9] The popularity of Dumb Starbucks was fueled by social media,[11] and according to USA Today, tweets from visitors revealed they stood in line for an hour to receive the free coffee.

"[9] News crews set up cameras in the strip mall's parking lot, but were unable to interview the "mysterious" owner behind Dumb Starbucks.

[13] In an email to media outlets, Starbucks confirmed that "We are evaluating next steps and while we appreciate the humor, they cannot use our name, which is a protected trademark.

Fielder describes the issues involved within the episode, noting that parody "allows you to use trademarks and copyrighted material as long as you're making fun of them.

[10] Spectators questioned the store's authenticity, some of which are depicted in the episode, presuming it to be a political statement on consumerism, or an offshoot of the Occupy Wall Street movement.

[12] Many commentators theorized it could be British graffiti artist Banksy,[5][11] and others simply considered the stunt a successful viral marketing strategy.

[14] The episode also incorporates clips from real media coverage of the "Dumb Starbucks" location, including Today, Fox News and Fielder's appearance on Jimmy Kimmel Live!.

[14] The heavy press coverage of "Dumb Starbucks" attracted new viewers to Nathan for You,[7] and increased Fielder's own public profile considerably.

"[5] "The much-anticipated 'Dumb Starbucks' episode finally aired last night and not only did it live up to the hype, but it went above and beyond," wrote Pilot Viruet of Flavorwire, summarizing, "It's an impressive episode of television, one that surpassed all expectations and seamlessly incorporated all of the prior media hype that was surrounding it, and just another showcase of why Nathan For You is consistently churning out some of the smartest and funniest comedy on television.

[5] Soon after the "Dumb Starbucks" episode first aired, owner Elias Zacklin told a reporter that he had let all of his staff go that summer, as he could not afford to pay anyone.