Ambiguously ironic superfluous grocer's apo'strophe

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28 Responses to “Ambiguously ironic superfluous grocer's apo'strophe”

  1. nixiebunny says:

    The meaning rides on the invisible word: “great taste on it is way [cool]“.

  2. Petzl says:

    Perhaps the chain should be called Typo’s.

  3. SoItBegins says:

    “Its” too clever by half is what it is.

  4. technobach says:

    It’s a hipster version of an umlaut.

  5. chipsandchips says:

    I see a little push along cart.

  6. Wreckrob8 says:

    A final apostrophe would have been equally ironic but much much cooler. This just makes me think it’s a wrongly placed Greek accent.

  7. PaulMorel says:

    You all think too hard. It’s supposed to look like a smile with a tongue licking the lips. kind of like :-d

    EDIT: Oh, I see it now … lol.

  8. paul_leader says:

    People seem to be missing the funny here.

    It’s not the wonky apostrophe above the “o”, that’s just part of the logo.

    It’s the apostrophe in the “great taste on it’s way”.

  9. Ian Wood says:

    Cement is more interesting than people think.

  10. EH says:

    That’s what’s known as a $5 cupcake.

  11. Rob Hobson says:

    “It’s either ironic or too clever by far.”

    I’m not sure I can parse the difference.

  12. Amelia_G says:

    Is that a grocer’s or a grocers’ apostrophe?

  13. Joe McNally says:

    Their website currently features a competition to win tickets to the National Theatre to see Lenny Henry in “The Comedy Errors”. Hmm.

  14. peterkvt80 says:

    I’m not going to accuse Apostrophe of being too clever. If you choose a name like that then sooner or later you will get an ironic blunder. I did read some reviews of the place. My favourite quote was “the food is not to be sniffed at”.

  15. Is that an apostrophe or a foot mark in “it’s”? I can’t quite tell from the photo. If so, that would be even more ironic (for certain values of irony that may or may not involve rain on your wedding day).

    And I believe that from this day forward I shall refer to the foot mark as the Sears Apostrophe.

  16. DevinC says:

    My love of cleverness and wordplay here is overwhelmed by the fact that misplaced apostrophes make my brain itch.

  17. ChickieD says:

    When I was a kid in Birmingham, AL (USA) there was a children’s clothing store that was all the rage with the upper crust crowd called “Your Kidding.” The title without an apostrophe was such a head scratcher. Did they mean it to be a clever play on “Your kids”?  I could never figure it out. This to me is like that.

  18. Art says:

    I’m just happy that we’re still literate enough to discuss the proper placement of punctuation :)

  19. Deidzoeb says:

    If they extend the franchise to the Southern US, they could make it work:
    apostrophe y’all

  20. abinocoe says:

    That just fills me with impotent rage, all the poor poor stupid people will think it’s correct.

  21. jimh says:

    Because of the convenience of the sidewalk carts, I prefer:
    “Great taste on you’re way!”

  22. Teller says:

    Let’s admit defeat and just move to ITZ for both versions. wtf, right?

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