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Is Starbucks 'less napkins' grammatically acceptable?
Starbucks logo
scan of a Starbucks napkin
The Charge:
The word "less" should be replaced
with "fewer". Less
is used for a single item (e.g. less time); whereas, "fewer"
is used when there is more than one item (e.g. fewer mice).
Defence
/ Defense Case:
What's the opposite of "more"? I
surveyed 100 people, and they all said "less". The effect
of this slogan depends on that fact. You can bet your life savings
that 'fewer napkins' was considered by the chaps at Starbucks, but its
inclusion makes for a less memorable slogan and a far less effective
message.
Prosecution Case:
I know there is some leniency in advertising,
but this ruling is not up for debate. I can live with your three
phrases ending in full stops
/ periods
despite their not being sentences. However, the "less napkins"
error is the equivalent of writing "a cars" or "one
trees". There has to be agreement between noun and its modifier when
such a solid rule exists.
A large reputable company like Starbucks must play its role in educating
our children. It has an obligation to its customers beyond coffee and
muffins.
Judge Grammar Monster's Decision:
I accept that "less" and
"more" work well together, contributing to the effectiveness of this
slogan. However, I think that more people would take the campaign
seriously if "fewer" were used. This grammar ruling is
under attack from many quarters, and widespread abuse of it in print by
Starbucks will do little to promote "less + plural noun" as
incorrect.
I judge that the slogan on the Starbucks napkin is grammatically unacceptable.
Please point it out to them next time you're in the vicinity.
Grammar Court
/ Defense 
Case:
