Starbucks Tries Instant Gratification
Starbucks (SBUX) purveyor of lattes to the masses plans to offer instant coffee next month.Today’s study question: Will this extend the brand or destroy it? Starbucks plans to charge $2.95 for a pack of 3 Via instant coffees and $9.95 for a pack of 12. Instant coffee has a reputation for poor quality and so-so taste. The move may be a nod to the recession but it also embraces what Starbucks calls a “significant opportunity” in the $17 billion global market for instant coffee. Starbucks plans to introduce the new product at “exclusive events” next week in New York ...
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