Instant Starbucks Gonna Get You
Tuesday/May/05 2009 Filed in: Marketing / Business
Starbucks hopes that Via, their recent introduction, builds a necessary bridge from self-indulgence to affordability. When Starbucks owned the world with kitty-corner shops on nearly every corner, they might have scoffed at the possibility that instant coffee was in their future. But sometimes karma can be a real distaff mongrel.
But don't call Via instant java.
The politically correct term is Ready Brew.
Can Starbucks reinvent itself? Smart money wouldn't count them out just yet. Anyway, some of the early reviews are good and Barista Tracy at my local Starbucks gives Via a thumbs up!