stardust
It’s no secret that I’m not a big fan of Starbucks coffee (Vivace and Fonte, the latter served at Uptown, are my faves). In fairness, it was Starbucks that lifted me and millions of others from the robusta dungeons made of old Folgers cans. And for that I’m grateful. But then either Starbucks quality slid in its quest for mega-market share (it did) or other, more careful artisans raised the coffee bar, so to speak (they did).
And then today Starbucks (why do I feel compelled to add the SBUX ticker symbol?) announced their twenty-years-in-the-making instant coffee. Be still, my caffeinated heart. A senior veep boasted that Starbucks now has the technology to “absolutely replicate the taste of Starbucks coffee.” Why can’t I stop giggling at the double meaning in that? Did it really take 20 years for Starbucks quality to intersect with instant coffee?
But there is an explanation: turns out instant coffee is a $17 billion market. Hmm. I remember when Howard Schultz was re-inserted as CEO in 2007, with all the fanfare about his zeal for returning to “the passion that we all have for the true Starbucks experience.” But with Ronald hawking “large is the new grande” lattes to moisten your mouthfuls of Big Mac, nibbling at Starbucks market share, what’s a CEO to do?
Fight back with instant coffee, that’s what.
Not exactly my idea of reclaiming the high ground. Let’s just hope their passionistas don’t call it Coffee McDust . . .
Love the title…
Found myself in a Starbucks over the weekend (dragged by a friend desperate for something hot to drink) and was jumped by a woman just inside the door, WalMart greeter-style, holding a tray of 2oz cups of coffee. “Would you like to try Via®, our new instant coffee?”
“No,” I said, “absolutely not.”
And now I regret not trying it, feeling a tad close-minded. In any case, it sells for a dollar a dose (with discounts for packet bundles). Take that, McDonalds.
Woohoo! Starbucks is going national this month with their instant coffee!
Again citing the $17-billion world market for instant coffee, our hero Howard Schultz said, “We were overwhelmed and humbled by the positive response from our customers and partners after tasting [it].”
So take that, Mickey D’s: Starbucks now has food that’s even faster than yours.