A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006. Now a Popeye's fast food restaurant on Google Maps.

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Entry from October 31, 2010
“What the French toast?”

"What the French toast?” is a euphemism for “What the fuck?” The saying became popular from a 2007 Orbit gum commercial that claimed to cure “dirty mouth.”

It is not clear how popular “What the French toast?” was before the 2007 commercial; there appear to be citations in 2005 and 2006. “What the French” is also sometimes used, but the Orbit commercial added the unnecessary “toast.”

Urban Dictionary
It’s like really sayin WHAT THE F***, but a good funny way,
Your brothe walks into you and in the bathroom doing personal time with yourself. He’ll walk in and say,"What the HELL!!,” You’ll say,” What The French Toast!!”
by UsedandAbused Nov 3, 2007

Urban Dictionary
What the French Toast?
A funnier or non-profane way to say “What the fuck?!” It originated from an Orbit Gum Commercial.
Random Girl: “You fucking suck, go jump off a cliff!”
You (To yourself or a friend): “What the French Toast?!”

by Chilitastic May 11, 2010

Urban Dictionary
what the French
WHAT THE FRENCH. Term invented in the underground Boston society. usually used by anti-french people in a non-swearing atmosphere. easy to use and relieves the anger against French people.
“What the French is going on in this place?”
“What the French am I supposed to do to get an A in accounting?”

by axoule Jan 26, 2009

what the french toast
round stickers

tuesdays devil (Livejournal)
tuesdays_devil wrote,
@ 2005-09-19 21:44:00
“what the french toast?” is my new favorite phrase.
most disjointed entry ever.

not too much today. we learned limits in calculus! oh! Mr. Morris was all excited to teach us some real calc. “can you do that for me?” i love that man. newspaper was during lunch today and i’m so excited for this year!!! so many more people came than i expected. i had to stand in the front of Mrs. Russ’ classroom and be all “i am in charge” which was awkward, considering i didn’t even know many of the people. i think it went okay, though. newspaper box making sometime soon!!! in creative writing i was totally not into writing creatively. i tried to work on my computer art project, but the lines weren’t working and i didn’t feel like staring at a big ugly picture of myself for a double period. instead, i just read washingtonpost.com. while doing so i decided that whoever said “read it and weep” was clearly referring to the news. seriously guys, what the french toast?

Once Upon a Life
June 23rd, 2006, 11:38 AM
Join Date: Dec 2003
Location: What the french, toast.

Orbit - Euphemisms (c. 2007)
26 Apr, 2007 02:12 AM
Summary: A woman confronts her husband and his mistress using euphemisms instead of dirty language.
06 May, 2007 01:22 AM
[Laura] I LOVE THIS COMMERCIAL. it kills me everytime
“What the french toast?”

What the French toast? Employers shun profanity
By Nick Zieminski
NEW YORK | Wed May 20, 2009 9:20pm BST
NEW YORK (Reuters Life!) - U.S. small business owners prefer workplace conversations about French toast to other words that start with the same letter.

WTF — i. e. What The French toast?
by Tammy Thiébaud on February 15, 2010
Contrary to popular assumptions, the French toast’s claim to fame was not laid by the French themselves, as they can rightfully boast about their ingenious inventions such as the French bullet train, Pasteurization, Braille, or the Guillotine.

Posted by Barry Popik
New York CityFood/Drink • (0) Comments • Sunday, October 31, 2010 • Permalink