Ep 2. Chili Shop / Massage Parlor

Nathan For You is a reality TV show that follows comedian Nathan Fielder as he assists small business owners in boosting their sales and increasing their profits. In season 4 episode 2, titled "Chili Shop / Massage Parlor," Nathan helps two separate businesses with their unique challenges.

The first business is a chili shop that specializes in very spicy chili. While the chili is delicious, the owner is struggling to attract customers, as many people are intimidated by the heat level. Nathan comes up with a plan to promote the chili shop through a viral video campaign. The video involves the owner consuming multiple bowls of chili while on a rollercoaster. Nathan believes the video will generate buzz and get people talking about the chili shop.

The second business is a massage parlor that is facing financial difficulties. Nathan suggests that the parlor offers a unique service that will differentiate it from its competition. He proposes that the massage therapists use their feet instead of their hands, as a way to stand out and attract more customers. The owner is initially hesitant, but Nathan convinces her that this will be a successful marketing strategy.

Throughout the episode, Nathan showcases his signature deadpan humor and creative problem-solving skills. He takes a hands-on approach to helping both businesses, offering his own solutions and taking personal responsibility for the success of the campaigns. However, as always, his attempts at publicity and promotion are not without their challenges and setbacks.

Overall, "Chili Shop / Massage Parlor" is a hilarious and engaging episode that showcases Nathan's unique approach to business consulting. His unconventional ideas and unorthodox methods may not always be successful, but they always provide both entertainment and thoughtful insight into the world of small business.