Dumb Starbucks is moving to the East Coast.
Dumb Starbucks, the internet’s favorite meme this week, has turned out to be the brainchild of Comedy Central personality Nathan Fielder. The host of Nathan for You revealed himself as the owner of the parody coffee shop on Monday, soon after the shop mysteriously appeared in Los Feliz, L.A. over the weekend.
Nathan Fielder Opened 'Dumb Starbucks' in L.A.
The Starbucks parody was Fielder practicing what he preaches. He is currently filming the second season of Nathan for You, which sees him help struggling business owners by offering quirky, funny and unusual strategies. So Dumb Starbucks was mostly a promotional stunt. Unfortunately, now that the idea has done its job of going viral online, the establishment will be gone as quickly as it appeared. Dumb Starbucks, which sells high quality coffee beverages or “whatever was on sale at Ralph’s” will shut down this Friday, according to The Hollywood Reporter. It was nice while it lasted, but Los Feliz residents won’t be able to get a free cup of coffee from Fielder for much longer. That privilege will now go to New Yorkers, since the Comedy Central host is planning to open a Dumb Starbucks in the city next.
"We'll see how it goes in Brooklyn," he said. "This has been overwhelming." Unlike the masses of social network users who shared pictures of Fielder’s establishment, Starbucks has not embraced the idea with as much humor.
On Monday, the coffee shop chain responded: "We are aware of the store - it is not affiliated with Starbucks," a spokesperson for the coffee chain told THR. "We are evaluating next steps and, while we appreciate the humor, they cannot use our name, which is a protected trademark."
Starbucks is yet to file a lawsuit however, and Fielder believes that his parody establishment is well covered within the definition of “fair use” of copyrighted material. "They're smart in not pursuing a case they know they can't win," he said of Starbucks, quipping: "If they keep the pressure up, they do risk losing me as a customer."