Dunkin' Donuts "Fritalian" ad pokes fun at Starbucks

The 30-second TV ad shows befuddled customers trying to order a latte at an unnamed, upscale cafe. Meanwhile, a voiceover sings: "My mouth can't form these words. My mind can't find these words. Is it French or is it Italian? Perhaps Fritalian." An ad exec at Dunkin' Donuts' agency says: "It's a thinly veiled swipe at a certain competitor." (Boston Herald)

Comments

[Rob]

Coolatta and Dunkachino are defintiely made up, and definitely tongue in cheek. However SBX vernacular is intentionally faux pretentious nonsense. I can see the corporate strategy meting that came up with that bull: "Gee, Howie, no one will go for this made up mishmash of crap to order a coffee." "Nonsnse! We can get these stupid sheeples to pay and extra $1.45 per cup for the same beans if we overroast them and call them by a fancy-pants name we made up."

Brilliant, really.

[will]

not sure if any of you realize where the names for the starbucks sizes came from. supposedly when starbucks FIRST opened up, there were only two sizes: short and tall. when they started adding larger sizes, they had to come up with some new terminology...i.e. grande and venti.

...we didn't make ourselves pretentious.

just a thought.

[RedSol]

I loved the D&D commercial. It pokes fun of snooty coffee places and idiots that can't figure out sizes by just asking or common sense.

[Pitt]

I just moved back to the states after living in the UK for two years. How unfortunate this was the first commercial I saw. What better way to remind me of what a vast cultural wasteland this country has become. If you're too dumb to figure out a sizing system comprised of three (3) words, how did you manage to pass the driver's test required to let you drive a car? How do you hold down the job that allows you to buy the overpriced coffee you purchase every morning?

Going on a tangent now: if you hate the coffee so much, why do you go into the store EVERY GODDAMN MORNING AND MAKE THE SAME STUPID JOKE ABOUT HOW IT SHOULD BE CALLED "CHARBUCKS?"

Man I hate this commercial. I also love it, in a way. It reminds me of how unbelievably stupid, egocentric, and xenophobic the majority of Americans really are. There are no commercials like this anywhere else in the world. Only the idiots in this country still think it's a big deal to say "grande."

Dunkin sells lattes and cappucinos. So does McDonalds. Starbucks has been around for 20 years. It's time to get over it.

Oh, and on a personal note: if you can't tell the difference between French and Italian, in this day and age, then you are too stupid to live.

[Lily]

I agree with Pitt, that commercial is idiotic. It makes me not want to go to dunkin donuts anymore. Linguaphobes should not be validated by dunkin donuts, or any commercial or company. I go to dunkin donuts because I like the coffee, i think it is better in the northeast, perhaps, than other parts, and it's less than half the price. I go to starbucks if I want to treat myself (which is often) or if I want someplace to sit (which there is never enough of, at starbucks. more seating! couches!)

[SbuxSupervisor]

Personally? I find it hilarious. It's my favorite new commercial, even if it makes fun of where I work.

[Robert]

Re the DD Commercial -

This is a pander job with a twist. The ad firm employed a formula normally reserved for the nascar/yahoo market, i.e. fear of the foreign, and directed it at the emo/geek generation. Very perceptive of them to realize that the newest brand of tragically hip white folk are as half-literate and reactionary as their grandparents.

[HRo]

In response to Redsol's comment: Listen, I've lived in Europe too. And I've lived in non-English speaking European countries. And this is what I will tell you: just like in America, corporations all over the place have culturally shoddy marketing campaigns. My favorite has always been the ad for "Real Texas Pizza." No American thinks, "Oh, Texas, great pizza," but in Europe, Texas represents the essence of what it is to be American (the wild, wild west and our president is from there). This parallels the fact that in Italy, no one goes into a cafe and shouts out seven different choices about their coffee. They order an espresso, which comes in a tiny, real cup that they drink at the bar. There isn't even the take-out concept. BUT, no one gives a shit about authenticity. Calling the pizza Texan makes buyers feel like they are getting the American experience, just like Starbucks tries to evoke the feeling of some hip cafe in Rome. I mean, why else would you use bullshit names other than small or large? It's not about culture or language, it's about the American corporation making money, taking advantage of a demographic, and marketing a product. Dunkin' Donuts has brilliantly taken the opposite approach by reinforcing its local coffee shop status and appeal. Amazing!

am i the only who am completely irritated by the fact that they make fun of the different languages (yes- poking fun at starbucks' sizes- which i do myself- )

BUT---
*and here is the annoying part...
they are promoting LATTES!!!..
HELLO---LATTE is not an ENGLISH word!!...

ARGH!!!..
who wrote this commercial..
and
who apprroved this retarded comercial..
it is moronic!!...

*can you tell it annoys me...?...lol...

btw- if you order a medium at starbucks it works just fine...
they do actually know what you mean...;-)

oops!...sorry for those typos...
my emotions got the best of me...lol..

*blush*

[dr. x]

i think people are WAY overanalyzing this Ad. it's not that deep folks. the only reason i go to *bucks is because my friends work there. i get free coffee, great company, and a place to read with AC/heat. i am thrilled that *bucks is GLBT friendly and offers benefits for part time workers... BUT people should stop bitching about some ad and create change instead... is anyone ELSE outraged that the NYPD fired 50 SHOTS AND KILLED 1 man and injured two last weekend???? or that a young trans man was beat up by the nypd in the village for asking for a badge # of an officer that assaulted a woman?

if in NY check out the nyprotest calendar

http://nyprotest.flactivist.org/?cat=1&paged=3

Last I checked, "frappe"--as in "frappucino"--is a French term, not an Italian one. So there's your "Fritalian," folks--don't say it's baseless.

[Vecsus]

The main problem with the DD commercial is that they poke fun at the foreign words used to order coffee but then turn around and call their drink a "latte". Not exactly an English word there donut-monkeys.

[SREAWD]

I DONT DRINK COFFEE!!!!!

[Fed Up with the $Bux.]

The ad is priceless. Wow, making drink sizes easy for a customer to order, priceless. What, you mean I am an idiot for not wanting to have to read a manual to order one of your overpriced drinks that in the end tastes nothing like coffee, and thank God because your coffee tastes like stale, burnt crap? Get a life people. Your zeal only helps the corporate man, and until you release your self from the whore's nipple, you will ever be lemmings walking over the cliff in the name of profits for the big boss, at the expense of the good coffee, and everything that is good and decent. I know you need a job, and we all do, but there are other jobs that do not require you to treat us consumers like idiots, resigned to calling small drinks "tall," and vanilla lattes with caramel drizzle "caramel macchiatos." Do you even know what a macchiato is? For the uneducated of you, a macchiato is a shot of espresso with a marking of foam. So how does a vanilla latte become a macchiato? Stop trying to create your own universe with your own language and treat us like real people. Normal people.

[Clinto]

Word.

[Charbucked]

Well, I can tell the difference between French and Italian, chum. BUX doesn't use either of them. This is the point of the commercial, which the more intellectually challanged amongst us seem to have missed entirely.

The befuddled people in the shop KNOW French and Italian, thus are unable to comprehend the made up corporate branding that fools people who hate America (but usally have never ben anywhere else for any period or purpose of consequence).

Hey, marketing people know that there are people who need a flase bubble of pretentiousness to protect them from the painful reality of who they really are. People seem to be gladly paying for a plasticized version of a euro cafe that never existed.

[elizabeth]

I think the funniest thingabout the Dunkin Donuts commercial is that the voiceover says "You order in English..." Never mind that nobody who works there will understand you!!!

(at least for the DDs in the Boston area)

[Clinto]

Now that's funny, but true, too. I think they are all becoming foreign-owned.

[Jim Dwyer]

I love Dunkin' Donuts AND their coffee (with cream and sugar). Every Saturday. But, I'll enjoy an occassional fling at SBUX, a mochachino (I don't have to know how to spell it because it's a contrived word) or a hot caramel apple cider.

The commercial, well, you can analyze it to death. I like it; the lyrics are catchy.

[Rachel]

Wow...Have you all actually never heard of They Might Be Giants? Seriously, I don't even have to be watching tv, I hear the commercial and I immediately recognize the familiar voice of my dear John Flansburgh. You are all are taking the commercial way too seriously. ITS SUPPOSED TO BE FUNNY! It's THEY MIGHT BE GIANTS...You all need to seriously go listen to some of their music. and then take a chill pill. relax, if you want to drink bux, drink bux, if you want to drink dunkin donuts coffee, then fine. Why are you getting so worked up over a commercial? It's just coffee, there are so many other things to get worked up over, don't let a dunkin donuts commercial get your panties in a bunch.

[JJdoz]

It is actually refreshing to hear that people who work food service have a forum to talk about how they perform their service. Here I thought you just did your job and went home. Starbucks coffee is a dark roast which means it has a dark toasted flavor (burnt) DD coffee is not so darkly roasted. I myself prefer Trader Joes many coffees which are very good. I want to break this to you slowly.... ordering coffee is not a foreign language. Coffee is a beverage and not a hobby. The status symbol of going somewhere and ordering coffee in a new and fascinating way with a Barista is just so last year. In europe it is so last 50 years ago. I understand you are your job. Sad.

[DCavaretta]

What about the himan plu cento which is available for the ordering in this commercialas they show video scanning down the menu?? Am I the only one to notice this?

[dfhdez]

Years ago my father took me to a place where we sat on stools next to a counter and a waitress brought us porcelian cups and filled them with coffee that came from a pot and handed us 'cream' in a tin and sugar in a glass jar. We sat and talked to her and some of the other customers sitting at the counter and when we finished our coffee the waitress filled the cup again. The only reason for speaking a foreign language was because some of the patrons at this place used spanish as a first language. And I remember these cups of coffee didn't cost as much as buying the whole pound of coffee beans.

[Willis]

Did anybody else notice that on the menu wall during the commercial one of the drinks is called a 'Himan Plu Cento." They really snuck that one by everybody.

[Ryan]

Arguing over whose coffee is better--Starbucks or DD--is like arguing over whose beer is better--Bud or Miller; they are all crap. Stop wasting your time arguing over who makes slightly less crappy beverages and try to gain a proper perspective on taste. And, by the way, it is inarguable that the size names at Starbucks are moronic.

[jen]

ding ding ding! we have a winner. Ryan, you are correct, sir.

[Wooden U. Lykteneau]

Actually, there is nothing about Starbucks that is "inarguable" and anyone who thinks so is truly moronic.

[Bee & N]

GET A LIFE, PEOPLE~!

[cof2e2 luvr]

A really big cup of coffee from *B's please!

[Christophe P]

I love that Human Plucenta gag
It's gross and i am pleasantly surprised they are running it again. Those song are so damn catchy. I love to hate them.

[eze]

this ad is xenophobic, nationalism akin to rascim .
People should feel embarrass if they dont know other words in other languages, learn .

[Christin]

I love telling customers a story behind the size names. I tell them first was short and tall. "Makes perfect sense right?!" I ask. They usually laugh, then tell them that we just had to have a bigger size so here comes the grande on top of that. "Still makes sense, right, short tall grande?!" I ask again. Then I tell them that we American's just had to have a bigger size so we added a 20ouncer, then I ask if they know what venti means. If they don't I tell them it means 20, either way it all clicks in their head and they have a good laugh. Most are more understanding of the sizing and I had a good little connection with a customer.

[letsalljustgetalong]

I hate coffee anyway. I go to Starbucks for their Hot Cocoa. I go to Dunkin' Donuts for the donuts. Lets just leave it at that. I don't know why people have some preconceived notion that Sbux is cooler than DD... I like both.

[JessicaBanda]

The moment I saw this ad, I was completely dumbfounded by how unbelievably xenophobic and prejudice it was. I mean, honestly, America is supposed to be the melting pot, but sometimes when these "all american" corporations like Dunken Donuts have to just lash out at a company's "foreigness" just to gain some kind of win over them, its honestly pathetic and racist. It makes me realize how the war against prejudice is far from over. Even something as a little commercial shows how Americans are afraid to cope with foreignism. Does it honestly matter how you say it? More than likely the person on the other end of the register is going to know what the hell your talking about whether you say Small, or Tall. Oh, and I love how they say something along the lines of "Come to Dunken Donuts and you can order your good ole American latte in English". Um, last time I checked, LATTE IS THE ITALIAN WORD FOR MILK. Not so American is it, you racist corporate pigs. Next thing you know, they're going to be attacking other "foreign" things, like maybe instead of ordering a burrito, we'll have to call it a wrap, or instead of chow mein, we'll have to order noodles. I mean, its so stupid. Its just another attack at foreigners and how Americans, or atleast the corporations they are enslaved to, are afraid to cope with different languages and cultures and it doesn't seem like that's ever going to change, atleast not with these mindsets and hypnotisms.

[Stumps]

Jessica, you sound like a moron. You really consider Dunkin Donuts to be a racist xenophobic company that is spreading ire and resentment?

I think the commercial is brilliant. They are successfully marketing themselves to undecided folk or those who are intimidated by an unconventional naming scheme. They are not trying to win over the Starbucks customers, that is a futile attempt. They are also, most definitely, not trying to be hate mongers against the Italians and French.

Your irrational rant is not well thought out at all and you really need to calm down and reconsider Dunkin Donuts' intention with that commercial.

I really don't care what they call their sizes. It does seem pretty silly, and amuses me slightly whenever I go to Starbucks, as does seeing this commercial. I think it's funny. Who has better coffee, I dunno, I don't care, don't drink coffee that much. But, I like the commercial, and the song is quite catchy.
What's even sillier than the "tall grande vente" sizing system and the DD commercial? People who get upset about it. You guys are sillay, hehe.
Starbucks, great coffee, keep it up. DD, great commercial, way to go.

[Trish]

REINN, do you even understand the concept behind the name Dunkin Donuts? I believe Dennis Leary sums it up best with, "When I was a kid, Dunkin' Donuts had two things: coffee, and donuts, and that was it! You took the donut, you dunked it in the coffee, thus the f*cking title of the place! Dunkiiiin Donuts!"

With that said, the whole argument behind who has better coffee is just silly. People have different tastes. That why different businesses thrive. I prefer Dunkin Donut over Starbucks, because Starbucks coffee tastes burnt. Other people prefer the burnt taste of Starbucks coffee.

The size thing is idiotic. Calling a small a tall does upset people, because it feels like a lie to mess with their heads. Remember that you are going against years of cultural programming. When a customer is being rude about it, just politely say that you understand. People need to be reassured that they are going to get what they ask for and not be ripped off. Which is basically what our world has come to, the fear of being ripped off.

[Rachel]

Hate Starbucks! LOve the the commercial!!! The best out there right now.

[Belle]

I am slightly concerned as to the weird brainwashing that must go on with Starbucks employees to cause them to lash out so violently at a DD commerical poking fun.

It's COFFEE. If you like Starbucks, drink starbucks and order it in whatever ridiculous termology you like. Personally I think all coffee tastes the same as I must load it down with sugar and milk anyone, so if I DO buy it, I buy the cheap stuff.

Oh, and to whoever said that Dunkin Donuts doesn't win any awards, did you forget that Dunkin took the Brand Key's coffee award in 07?

I thought the commercial was funny and NOT offensive. If you want to see something offense, go look up Foamy the Squirrel and his take on "starshmucks"

[starbeezybarista]

UGH, that's another point.

people NEVER read the menu. they want you to hold their damn hand & have you give them a step by step tutorial before they finally order a damn latte. it does get annoying when a customer stands in line (sometimes they're the 0NLY customer for a good 5 mins) looking/studying the menu board & yet they act like a dummy & have the nerve to ask "what are you sizes?!" WTF! you've been looking at the menu for how long & you ask a dumb question like that. especially when they give attitude while asking dumb questions makes me want to jump over the register & smack 'em. i love my job, i respect peoples opinion(s) on SBUX, but don't come at me with attitude, act dumb, THINK you know everything being snobby by correcting us or looking at us like WE'RE dumb, or just being a straight A-hole.

it's my job, i know how to read, i know how to make the drink, i know wtf i'm doing. don't look at me when i call out the drink correctly & when i make the drink (especially after we've established exactly how you want your damn latte). UGH! sometimes customers piss me off, but that's life right?!

**S0RRY for that rant, i've just had it today. work was N0T fun.... not fun at all today. =(

as for the DD commercial, i thought it was funny, but after the 100+ times seeing it, it's just annoying.

i work at starbucks and personally i think its a hilarious commercial especially if you pay close attention to the menu board

Hillarious commercial. I love the word "Fritalian." However, Starbucks lingo is far easier to understand that say 12, 16, 20 oz. I once had to ask a grocery store coffee stand what their equivalent to Tall was. Plus, it sounds prettier than Small, Medium, and Large. Oops, my Seattleite is showing!

[hollie]

As a Starbucks barista, I can honestly say I have never once corrected a customer on the names of sizes. If they pronounce them wrong or they say "Small Medium or Large" instead of "Tall, Grande, or Venti" I am not a robot, and I do understand what they mean.
However, what I do get peeved about and do have the guts to correct customers on is when they waltz in like they own the store, on their cell phones, rudely ignore ME when they get to the register because they are in the middle of a conversation, and then go on to order a "Frap." making cute little nicknames does not make you look cool. It makes you seem illiterate. And it always seems to be the self absorbed, rude, impatient customers who get all bent out of shape over the smallest inconvenience.
I don't understand what the big deal is about the sizes or the names. Most of the names correlate to the way the drinks are made. Next time you go into your local Starbucks, ask your barista why it's called a Macchiatto.

also, am I the only one who notices in that commercial that on the menu one of the drinks is called "Himen Plu Cento"?
disgusting.

[Coffee First]

DEICI!!!!

[Counter Bean]

Hey, all of you posuer "wordly" types: it is NOT xeonphobic--Dunkin' DOnuts apparently knows how to speak French and Italian. Unlike you, Dunkin' DOnuts seems to recognize that the BUX menuboard has neither on it.

Don't believe me? Try actually going to Italy, to a real Italian cafe, and order "Venti latte."

After a confused stare and some snickering, you'll get 20 glasses of milk.

[Abbey]

Seriously, people, it's a COMMERCIAL. It's funny, it's original, and it honestly doesn't swing me one way or the other. I like Starbucks, but around here, Dunkin Donuts is way more frequently found. I just go with the first one I see and get it over with. It's not exactly worth these arguments.

[Thrash]

The only thing worthwhile at Starbucks are the scones. The coffee I wouldn't use to clean the tires on my car.

[Barista_brawl]

I'm a barista at SBUX and I have to say that I almost always ask people who don't specify their size if they want a small, medium or large. I get so sick of people asking what size is what...which do you want, small, medium or large? I can do the "math" in my head on the fly...order and move to the end where I can pretend to be interested in your craziness while I steam milk.