Dumb Starbucks, a parody store located in a Los Angeles strip mall, opened its doors on February 7th, 2014. From the sign up front, to the cd’s next to the cash register, everything had original Starbucks branding except for the fact that the word dumb was printed in front of each and every SB logo.
The author of DS was unknown until earlier this week, when comedian Nathan Fielder held a press conference at the parody store revealing that he was responsible. Until then, Conceptual artist Marc Horowitz was taking credit for it on Twitter:
“Would love to do interviews about #dumbstarbucks — just waiting for @TODAYshow or @jimmykimmel” as well as “my project is causing quite a stir – lol.”
After the mystery was solved, Nathan Fielder released a video in the Dumb Starbucks youtube channel that assured his newfound ‘customers’ that DS was “no joke, this is a real business,” a business, he says,”from which I plan to get rich from.” The serious sounding Fielder, assures that he can keep it going, however, yesterday (February 10th, 2014) the city of Los Angeles closed the place down due to a lack of health permits. It is hard to believe that that was the only reason for the shutdown , as the real Starbucks was not happy with the parody coffee shop calling itself Dumb Starbucks.
“We appreciate the humor but they can’t use our name,” Starbucks spokesman Jim Olson told CNNMoney. “It’s a protected trademark. It’s our trademark.”