Ep 1. Yogurt Shop / Pizzeria

Nathan For You is a comedic reality television series that follows Nathan Fielder, a business consultant who helps struggling small businesses by implementing outlandish and unconventional marketing strategies. Each episode features Nathan tackling a new business and trying to boost its profits with his unique tactics.

The first episode of season one is titled "Yogurt Shop / Pizzeria." In this episode, Nathan takes on two separate businesses - a struggling yogurt shop and a pizzeria competing against a larger chain. Nathan meets with the owners of the two businesses and learns about their situations.

First, he visits the yogurt shop, which is struggling to attract customers and differentiate itself from its competitors. Nathan suggests that the shop introduce a new flavor of yogurt - "poop" flavor, made with organic fecal matter. The owners are hesitant at first, but Nathan assures them that it's just a marketing ploy and that the flavor would not actually include any harmful ingredients. Nathan even goes as far as to hire an actor to pose as a health inspector and praise the new flavor, further promoting its uniqueness.

The second business Nathan takes on is a pizzeria that is struggling to compete with a larger chain across the street. Nathan suggests that they differentiate themselves by offering free pizza with the purchase of a drink. However, the offer comes with a catch - to receive the free pizza, customers must pass a physical test that involves lifting a certain amount of weight. This is intended to appeal to the health-conscious customers who frequent the gym nearby.

Nathan also suggests that the pizzeria offer a discount to customers who come in wearing a certain item of clothing, such as a cowboy hat or a cape. This creates a sense of community among customers and encourages them to return to the restaurant.

Throughout the episode, Nathan also shares his past experiences, including an embarrassing performance in middle school and an obsessive crush on a girl. He uses these stories to relate to the business owners and gain their trust.

Overall, the first episode of Nathan For You is a hilarious and unconventional take on business consulting. Nathan's ideas are completely outrageous, but somehow they work - the yogurt shop sees an increase in customers and the pizzeria manages to differentiate itself from its competition. The episode is a promising start to the series, setting the tone for the rest of the season as Nathan takes on even more unconventional business ventures.