Should Starbucks have gone instant with Via Ready Brew?

Being a coffee fan yet not actually having any coffee in my apartment, I only drink coffee out… be it at Caffe Nero, occasionally Costa Coffee or at my office.

Big coffee fans generally enjoy the taste of a fresh coffee prepared as you wait so that the consumer can benefit from that great coffee taste and caffiene kick.  It doesn’t really concern me as I don’t have coffee at home, but is Starbucks strategy of launching an instand coffee product (Starbucks Via Ready Brew) a good move?

In my opinion it can do a couple of things:
– dilute/devalue the Starbucks brand in that you can prepare a Starbucks coffee at home and the extra added value of a special coffee has gone.
– drive loyal Starbucks customers to purchase the Starbucks Via Ready Brew product and drink more at home than actually in the coffee shops – this could ultimately lead to less Starbucks outlets, and even more closings.
– however to some loyal Starbucks customers it could reinforce the brand and lead to these customers purchasing Starbucks Via Ready Brew instead of Nescafe or Kenco, for example.

It is an interesting development in brand product launches and will be interesting to see how Costa Coffee react. I don’t see Caffe Nero following suit as they are a much less commercial and more specialist brand

I certainly won’t be purchasing Starbucks Via Ready Brew and won’t be taking up home coffee drinking!

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One thought on “Should Starbucks have gone instant with Via Ready Brew?

  1. I am concerned about Starbuck’s strong-arm tactics and the scripted “conversations” used on customers to sell the new product. They show a rather sad view of the customer (as well as other people). I strongly recommend the following blog’s post: http://deligentia.wordpress.com/2009/11/13/starbucks/

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