If you think buying coffee has become way too pretentious an…

If you think buying coffee has become way too pretentious an endeavor and deserves to be knocked down a peg or four, you’re not alone. In fact, you have an entire British department store chain behind you. Going against the bean, Debenhams recently launched the “Plain English Coffee Campaign” — an initiative aimed at dumbing down highfalutin java nomenclature for the sake of us plebs who just want a damn cup of wake-up juice. At Debenhams’ Oxford location, patrons will no longer find fancy coffee words on the menu. Want an espresso? Order “a shot of strong coffee.” Got a craving for a cappuccino? Ask your coffee server for a “frothy coffee.” “Whether tea or coffee, it needs to be in plain English,” Plain English Campaign founder Chrissie Maher told the Daily Mirror. “If customers can read the menu clearly, they’re more likely to try something new and they may come back.” [H/T: Eater]