Do you drink instant coffee?
Maybe I'm out of touch but I have never even considered it. Why have instant coffee when I can have the real thing? Hot, fresh brewed with the amazing aroma.
It might surprise you then that Starbucks latest attempt to rebound is in selling instant coffee mix called VIA (no I have no idea what a "via" is or means).
Starbucks instant coffee mix? It seems a little unusual don't you think? Why take a powerful and romantic experience and then try to bag it into an instant mix?
Starbucks claims this is what people are looking for, since consumers have become more and more mobile and they want more Starbucks. Hold on a second, isn't there a Starbucks on every corner of the world.....why do we need more of you? Don't we already have enough access?
To me this seems entirely wrong. First, I have high doubts that instant coffee is as good or better than a fresh brewed cup. Second, Starbucks was built on an experience not on taste or convenience. Third, Starbucks should be worrying about how to fix what they have without adding on additional baggage. People don't want instant Starbucks, they want the Starbucks they once knew back again. They want that feeling Starbucks once gave us.
Howard Schultz CEO of Starbucks made this statement today when announcing VIA: "At Starbucks there are no sacred cows -- except one. I believe that it is crucial, and I think our customers agree, that we remain true to our core values. To adapt is essential in order to survive, to walk away from our founding principles -- the very reason for our being -- would be reckless."
I would venture to say this move is reckless....the watering down of a timeless brand and experience.
Pause for a moment and think. What's better instant pancakes or homemade? instant chocolate chip cookies or homemade? What stands for quality? Not instant.
I could be wrong. Maybe VIA is revolutionary and will change Starbucks forever. Here's the good news, you can get a free sample of VIA by filling this form out here and can judge for yourself.
Wednesday, February 18, 2009
Starbucks Watered Down in an Instant
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Via means "by way of" in Latin and also "road" in certain translations.
ReplyDeleteStarbucks Via... Starbucks to go!
Thanks for the info...I should have known it was Starbucks using a different language....
ReplyDeleteI wouldn't bark until you actually taste it. It's flavor is amazing (of starbucks quality)and by no means watered down. My husband and I have not used out coffee pot in months since recieving a free sample in our Sunday newspaper. They really perfected the taste of an instant coffee. Something I would NEVER have considered drinking in the past. I think you'll be surprised.
ReplyDeleteI was told in Seattle that the name VIA was a tribute to the guy behind the innovation... He died of cancer last year and in honor of him, the used part of his last name First and last two letters; Mr. Valencia -hence VIA.
ReplyDeleteI was very skeptical but once I tried VIA, admittedly, I was extremely surprised. Not sure if it was a good move or not, but it is undoubtedly unique in the instant market. It's almost impossible to taste the difference, the coffee has a noticable aroma and body - something absent in other instants, which are absolutely horrible. Starbucks has pulled off an impressive feat; time will tell if it was a good move or not.