Starbucks instant coffee to be revealed next week
Filed under: Food
I had a good ol' time making light of the Starbucks value meal -- err, "breakfast pairings" -- last week. And when Beth was invited to a special media event earlier this week, I actually rolled my eyes at the comment from AG: "I think they will announce that they have... "secretly replaced the fine coffee they usually serve with Folgers Crystals.""
I apologize for my eye rolls, AG. You were right. Well, right-ish. Starbucks hasn't lost its finely-crafted language, calling its new "Via" product a "soluble" coffee. The product will, according to reports, be sold in stores to "brew" at home for $2.95 for a pack of three, and $9.95 for a pack of 12. Reports on what a "pack" consists of were unavailable.
Starbucks partners and many customers were incredulous and I have to join forces. Most keen was the analysis of one commenter on Starbucks Gossip, who pointed out the target market of instant coffee just doesn't like Starbucks, and is unlikely to pay more for instant coffee branded by the chain, asking, "what makes them think Sbux will win over the instant coffee drinkers? Many of those folks 1) can't/won't pay a premium for coffee and 2) think Sbux is overpriced and 3) think Sbux coffee tastes burnt." Exactly. If you're not buying Starbucks coffee now, you won't be likely to buy the instant; if you're buying Starbucks coffee now, you're unlikely to be willing to lower your standards (no matter how well the coffee approximates the chain's regular brew). What do you think?
I apologize for my eye rolls, AG. You were right. Well, right-ish. Starbucks hasn't lost its finely-crafted language, calling its new "Via" product a "soluble" coffee. The product will, according to reports, be sold in stores to "brew" at home for $2.95 for a pack of three, and $9.95 for a pack of 12. Reports on what a "pack" consists of were unavailable.
Starbucks partners and many customers were incredulous and I have to join forces. Most keen was the analysis of one commenter on Starbucks Gossip, who pointed out the target market of instant coffee just doesn't like Starbucks, and is unlikely to pay more for instant coffee branded by the chain, asking, "what makes them think Sbux will win over the instant coffee drinkers? Many of those folks 1) can't/won't pay a premium for coffee and 2) think Sbux is overpriced and 3) think Sbux coffee tastes burnt." Exactly. If you're not buying Starbucks coffee now, you won't be likely to buy the instant; if you're buying Starbucks coffee now, you're unlikely to be willing to lower your standards (no matter how well the coffee approximates the chain's regular brew). What do you think?
Reader Comments (Page 1 of 4)
2-13-2009 @ 11:52AM
harry said...
Close all the stores and build a bunker at your estate in the Hamptons and wait for the revolution.
Reply
2-13-2009 @ 2:10PM
John said...
My two cents:
http://notarobotmarketing.squarespace.com/marketing-and-strategy/2009/2/13/really-really-watered-down-starbucks.html
Reply
2-13-2009 @ 2:12PM
Dan London said...
Does anyone use instant anymore?
I'm not really sure how it hurts the brand. There must be a market for it and this will put them into it. The profit has to be pretty big. 3 packs for $3? Has to be about 90% margins.
Reply
2-16-2009 @ 5:10PM
Lucy said...
Yes.... Instant coffee and instant tea... They aren't as bitter.
2-13-2009 @ 2:30PM
lu said...
sounds nutty to me...
Is sbuks looking for the trailer set??
Reply
2-16-2009 @ 2:26PM
Paula said...
That was an incredibly rude and insulting remark. How about some insight: Trailers are something you pull behind a car; MANUFACTURED housing is something you live in. Most of the MANUFACTURED housing these days cost more than the people you insinuate, that drink instant coffee, can afford. I owned AND lived in a MANUFACTURED home and I DON'T drink instant coffee nor do I waste my money on Starbucks garbage.
2-13-2009 @ 2:34PM
John said...
Buckys is overpriced, bitter/burnt, and leaves a bad aftertaste. I'll take 8 o'clock & dunkin coffee anyday over that sewage.
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2-13-2009 @ 3:12PM
Jason said...
Agree with this 100%, already switched to Eight O' Clock after hearing about them winning taste tests, may never go to Sbux again.
2-13-2009 @ 4:46PM
deja said...
I agree I'm a D&D girl, it gives me an after taste and it's bitter, I can take the same $3.60 and get 2 cups of joe from D&D
2-13-2009 @ 6:02PM
Ben said...
Absolutely! Try ALDI'S "KONA" Great taste! Very economical!
2-13-2009 @ 2:45PM
Elizabeth said...
Actually, I am a Starbucks fan and order their premium coffee for my office, but on weekend mornings at home (where my husband doesn't drink coffee) I often settle for instant -- so, I'm pretty happy to hear there might be a higher quality instant coffee available soon!
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2-13-2009 @ 2:47PM
Dick said...
Why waste your money on over priced Starbucks coffee when you can buy a Senseo pod coffee brewer and have a great cup of coffee. You can buy the pods 18 to a package in your supermarket made by Senseo or Folgers for about $4.00 a package. Starbucks is a total waste of $$$, especially in this ecomomy!
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2-13-2009 @ 3:03PM
who? said...
Who really gives a fuc what i think....? The people who like it will buy it and the people who don't, won't. That's a fact. End of "Story"...
We love wasting our brain cells on unnecessary bull chet.
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2-13-2009 @ 3:10PM
Sandy said...
I have always been a fan of Starbucks and take their grounds and a French press with me when I travel. Now I will be able to take the instant even on camping trips. Bring it on!
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2-13-2009 @ 3:27PM
ron said...
We brew Lion Coffee from Hawaii......its mellow and flavorful not inexpensive but compared to SBUX its a deal!!!!!
Reply
2-13-2009 @ 3:15PM
joe said...
Go to QT, RaceTrac, WaWa, almost anywhere and get good tasting cup of coffee. Starbucks is for people with too much money who don't like real coffee.
Reply
2-13-2009 @ 9:36PM
mcentyre said...
Are you serious Joe. Saying people who buy Starbuck aren't real coffee lover.Just the opposite,that why we go to Starbuck to enjoy wine of coffee when you probably buy beer(Dunkin Donut).I think the real reason most people especially conserative is because Starbuck is percieve as a liberal company.That's crap and you know it.I know real coffee lovers and Joe you are not a real coffee lover.
2-13-2009 @ 3:34PM
mamabear said...
I luv Sbux, hate instant. H'ever, sometimes I just can't brew. I've been waiting + hoping for a truly delicious, rich and strong instant that isn't espresso. Hopefully the instant will have the subtle flavors and textures unavailable in other coffees.
Reply
2-13-2009 @ 3:41PM
Tina said...
I am a Starbucks fan myself. I love there mocha frappichinos they are the best. I don't drink instant coffee. The only other coffee drink I like is Dunkin Doughnuts Decafe Ice Coffee.
Reply
2-13-2009 @ 3:32PM
libdamage said...
Perhaps Folgers should start opening retail coffee stores.
Reply