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An instant success or total failure?
Perhaps Starbucks is thinking the launch this week of Via Ready Brew is just another innovation from a progressive company. But what if a seemingly harmless cup of instant coffee takes down the whole company?
I'm wading deep into exaggeration here, but I started thinking about this after reading comments from food and restaurant consultant Clark Wolf in the Houston Chronicle:
"If instant is as good as handmade, then all of Starbucks isn't true; then you didn't need that barista to begin with...
Starbucks "will either change the world's notion of instant coffee or they will blow their cover once and for all," he said.
"They'll be movers in the food culture or just another processed-food pimp."
So far, the reviews of Via are pretty shaky, although that's from a small sample. Starbucks must really think Via is the bomb if wants people to try it next to its regular coffee. Either that, or it's a really dumb move.
On today's Marketplace Morning Report, host Bill Radke interviewed Starbucks CEO Howard Schultz. You can listen to it below. Just add water.
Your thoughts?
Desperate move for a desperate company.
Another effort that goes directly against the core essence of what Starbucks' was known for - it continues to drive its customers AWAY from the experience that gave them their reputation. Now they are just another big CPG with no soul.
Another blessing for the many independent coffee houses that have been benefiting from Starbucks' miscues.
Stardust
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no soul.
Another blessing for the many independent coffee houses that have been benefiting from Starbucks’ miscues.
"
No man -- not miscue. They just put more English on the cue-ball.
I just took 12-pack downtown to Billiard's Pool Room. I gave 12-P to the man. He cut it only once with Talc from the Talc Dispenser. After we all sniffed it, each of us could make better combination shot. No problem. It is going to be a best seller. But with market going down I will arbitrage. Buy the sniff but sell the stock. Shoot for show but put for dough!
Grazia,
A
@MichaelPratzel - There is plenty of room for both independent houses and Starbucks side by side. I don't see it as a zero-sum game where one has to cheer for the misery of another. As for Via, with the price point what it is, I don't see it being the next Frappuccino, but it really does fit a purpose and niche! I suspect it will be around for a long time to come because it will likely gather a loyal following who need a cup of coffee at the office, at a hotel, a friend's house who is a tea-drinker, and so on ...
there's a great article on the new starbucks product over at the naming & branding blog 'on the button.' have a look: http://onthebutton.wordpress.com/2009/10/06/starbucks-via/
I got some samples of Via earlier this month at the Toronto International Film Festival and I tried them out. It's OK, as far as instant coffees go: a little watery (even if made with a 10 oz amount of water), but drinkable and it did dissolve quite well, which is a plus. Certainly a step up from the dreaded "gas station coffee." Would I buy Via for home use? Probably not. A package of 12 packets are about the same price as a half-pound of ground coffee, which would make more drinks. It did, however, bring back memories of the Maxwell House International Coffees from the 1970s, which were probably the first coffee drinks I had.
"a little watery (even if made with a 10 oz amount of water)"
Just for future reference, it should only be made with 8oz of water (or milk). Maybe this is why it was watery? I'm pretty excited for it, and not just because I work for Starbucks. I take it with me to the gym and put it in my water bottle with cold water after my workout. It's just what I need to pick myself up after. I also put it in my protein shakes in the morning when I don't want to make a whole pot of coffee. As for the hot incarnation, I'll be leaving some at work for when I'm too busy to get down to a coffee shop. I rarely drink more than a tall (12oz) anyway, so this is the perfect size for me.
I've also heard of people using it in interesting ways like on ice cream or yogurt, in BBQ rubs, in brownies and cookies, adding even more caffeine to their normal coffee... the list goes on. Get creative!
