In case your WiFi has been down for the past few days, a Starbucks parody store called “Dumb Starbucks” opened in Los Angeles over the weekend. The store’s exterior and interior looked remarkably similar to that of a real Starbucks location, except the word “dumb” was squeezed in front of everything, from the logo to the Norah Jones CDs for sale. Somehow, this was all legal under U.S. parody law.
Many suspected that it was another stunt by Jimmy Kimmel, who’s established himself as the most prolific prankster on TV, but as people kept digging the signs pointed to Nathan Fielder, host of Comedy Central’s Nathan For You, a show that tries to help struggling small business with outlandish marketing strategies. On Monday we learned that Fielder was, in fact, the mastermind. Kimmel invited him to come on Jimmy Kimmel Live! to explain, and thankfully Fielder accepted, explaining why the store had to be shut down and how Dumb Starbucks has allowed Americans to dream again. There is hope for small businesses, after all.