Dumb Starbucks - Open for Business

  • Season 2 , Ep 5
  • 07/29/2014
  • Views: 5,829

Nathan finds himself at the center of an international sensation after the media catches wind of his parody coffee shop. (4:35)

- WITH OUR SIGN NOW ON DISPLAY,MY PLAN QUICKLY BEGAN TO WORK,

AS PEOPLE STARTED COMING IN

THINKING IT WASAN ACTUAL STARBUCKS.

- OH, DUMB STARBUCKS.OKAY, OKAY.

- OH, YOU THOUGHTIT WAS STARBUCKS.

- I DID.

- BUT THE FEW CUSTOMERS WE DIDGET SEEMED TO HAVE TROUBLE

UNDERSTANDING WHAT WE WEREALL ABOUT.

I MEAN, LEGALLY SPEAKING,

THIS STORE HAS TO BE CATEGORIZEDAS AN ART GALLERY,

SO WE DON'T HAVE TO ABIDEBY THE SAME HEALTH REGULATIONS

AS A STARBUCKS WOULD.

I MEAN, WE DON'T WANT ANY OFOUR CUSTOMERS TO GET SICK.

BUT IF THEY DO,TECHNICALLY,

THAT'S PART OFTHE ARTISTIC EXPERIENCE.

THINGS WERE OFFTO AN OKAY START.

BUT AS THE DAY PROGRESSED,I BECAME FRUSTRATED

WE WEREN'T GETTING THE AMOUNTOF CUSTOMERS I EXPECTED.

SO I HEADED OUT TO A NEARBYCOFFEE SHOP

TO TRY AND SPREAD THE WORDABOUT MY NEW BUSINESS.

JUST SO YOU KNOW,THERE'S A DUMB STARBUCKS

THAT'S OPENED UPDOWN THE BLOCK.

- OKAY.- OKAY.

IT'S BASICALLY THE SAME COFFEE.CHEAPER PRICES, AND--

- DUMB STARBUCKS?- YEAH.

TODAY, YOU KNOW, YOU CAN HAVEA FREE COFFEE ON ME.

- I UNDERSTAND YOU'RE TRYINGTO PROMOTE YOUR COMPANY.

- RIGHT.- I ADMIRE THAT.

BUT THAT'S GREAT.YOU CAN'T DO IT ON

STARBUCKS' PROPERTY.- AND I ADMIRE YOU.

AND I WILL BE--- AND EVERY TIME I STEP BACK,

YOU KEEP TAKING A STEP FORWARD.- NO, I HAVEN'T MOVED.

- YOU HAVE.WE STARTED OVER HERE.

- NO, WE STARTED RIGHT HERE.

- BUT YOU NEED TO WALK THAT WAY.- OKAY, I WILL.

- UNFORTUNATELY, MY MARKETINGEFFORTS WERE CUT SHORT.

BUT I WAS AT LEAST ABLETO GET SOME FREE SUPPLIES.

WITH AN UNDERWHELMINGLAUNCH DAY,

I BEGAN TO FEEL LIKE I PUT INALL THIS EFFORT FOR NOTHING.

BUT THE NEXT MORNINGTHINGS CHANGED.

JEREMIAH CALLED ME TO SAYTHERE WAS A LINE

OF OVER 15 PEOPLE AT THE STORE.

THEN I SAW PHOTOSOF MY SHOP POSTED

ON A STRAIGHT BODY BUILDINGMESSAGE BOARD.

BUT I COULDN'T HAVE FORESEEN WHAT HAPPENED NEXT.

- A NEW COFFEE SHOPWITH A FAMILIAR NAME

CREATING QUITE A STIRIN LOS ANGELES.

THE COFFEE SHOP--GET THIS--IS CALLED DUMB STARBUCKS.

- THAT LOOKS EXACTLYLIKE A STARBUCKS.

THE LOGO, THE LETTERING,THE GREEN COLORING--

HOW DO THEY GET AWAYWITH THIS?

- BECAUSE THEY PUT THE WORD"DUMB" ON TOP OF STARBUCKS,

SO THEY'RE PARODYINGSTARBUCKS.

- A COFFEE CHAIN NOTORIOUSFOR SUING IMITATORS

MAY HAVE FINALLYMET IT'S MATCH.

- AT THE COUNTER, CUSTOMERSCAN ORDER A "DUMB VENTI"

OR BUY A CDOF "DUMB NORAH JONES DUETS."

- SOME PEOPLE WAITED IN LINEFOR UP TO AN HOUR.

- IT'S AN ART GALLERY WHERECOFFEE IS CONSIDERED ART.

- WHAT'S THE POINT OF THE ART?I MEAN, WHAT'S THE MESSAGE?

- I DON'T KNOW.- [speaking Spanish]

- [speaking Korean]

- I WAS STUNNED.

WE HAD MORE CUSTOMERSTHAN I EVER DREAMED OF.

AND WITHIN 24 HOURS,DUMB STARBUCKS

HAD BECOMEA WORLDWIDE SENSATION.

- YEAH, THERE'S ABSOLUTELYARTISTIC VALUE HERE.

- TO ME, THIS IS A PROTEST.

THIS IS A PROTESTAGAINST THE BIG FISH.

THE LEVIATHANS OF STARBUCKS.

- IT WAS COOL THAT PEOPLECOULD DRAW THEIR OWN MEANING

FROM A BUSINESS THATWAS JUST THERE TO MAKE MONEY.

- THERE'S A RUMORTHAT IT MIGHT BE BANKSY

AND WE'RE ALL REALLY EXCITEDABOUT THAT.

- I HAD INADVERTENTLYCREATED SOMETHING

THAT WAS ON PAR WITH ONE OFTHE WORLD'S GREATEST ARTISTS.

- SOMETHING TIED TO AN ARTINSTALLATION.

MAYBE THIS IS BANKSY.

- BEFORE I KNEW IT,CUPS FROM MY SHOP

WERE SELLING ON EBAYFOR $500 A PIECE.

AND SWINDLERS WERE EVEN TRYINGTO CASH IN ON THE HYPE

BY HOCKING FAKE MERCHANDISEOUTSIDE THE STORE.

BY THE END OF THE WEEKENDI REALIZED THAT DUMB STARBUCKS

WAS A BIGGER IDEATHAN I EVER THOUGHT IT COULD BE.

SO I GATHERED THE WORLDWIDEMEDIA TO ANNOUNCE

THAT WE WERE EXPANDING.

[cheers and applause]

HI.

I'M PROUD TO ANNOUNCETHAT WE'LL SOON BE OPENING

A SECOND DUMB STARBUCKS LOCATIONIN BROOKLYN, NEW YORK,

WITHIN THE NEXT TWO WEEKS.

[cheers and applause]

MY BUSINESS WAS NOT ONLYA BONA FIDE SUCCESS,

BUT FOR THE FIRST TIMEIN MY LIFE

IT FELT LIKE PEOPLE ACTUALLYWANTED TO BE AROUND ME.

WHATEVER I HAD DONERESONATED WITH THE ENTIRE WORLD.

AND THE ATTENTIONWAS LIKE SUNLIGHT ON MY SOUL.

MY ENTIRE MARKETING PLANDEPENDED ON USING

THEIR CORPORATE LOGOTO GET ATTENTION.

AND THE ONLY WAY TO LEGALLY DOIT IS BY USING "DUMB."

- EVERY MAJOR NETWORK IN AMERICAWANTED TO KNOW MY STORY.

- NATHAN FIELDER.

- I WAS INVINCIBLE.

AND I HAVE TO ADMIT, THE VIEWFROM THE TOP WAS PRETTY NICE.

WE'RE ALSO FAMOUSFOR OUR PASTRIES.

I BROUGHT YOU SOME, ACTUALLY.- OH, OKAY. YEAH, GREAT.

- I BROUGHT SOMEOF OUR PASTRIES, YEAH.

- OH, THOSE LOOK GREAT.[audience laughs]

WHAT DO YOU CALL THESE?ARE THESE THOSE--

- I BROUGHT MUFFINS TOO.- OH, LOOK AT THAT.

- THESE ARE OUR FAMOUS PASTRIES.- ISN'T THAT WEIRD.

IT SAYS VONS ON THE SIDE.[audience laughs]

- I WAS ALL SMILESAND MY HEAD WAS IN THE CLOUDS.

THEN ALL OF A SUDDEN,REALITY HIT.

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