Sunday, March 1, 2009

March

Blink:
March begins with Starbucks introducing packages of Via Ready Brew instant coffee (
http://www.starbucks.com/coffee/c17-instant-coffee.aspx) in Seattle and Chicago this week, as well as breakfast value meals nationwide. March is also National Frozen Food Month, National Nutrition Month and Woman’s History Month.

Read On:
Starbucks critics are saying that Howard Schultz is taking a huge risk – instant coffee (two varieties: Colombia and Italian Roast) and value meals are off-brand strategy, too mainstream. Personally I believe Starbucks will now lose the aura of an Italian espresso bar, which was the spine of their whole concept. Time will tell. Therefore I plan to circle back at a later date to present a review of their new strategic initiative.

“Success is a lousy teacher. It seduces smart people into thinking they can’t lose.”
- Bill Gates

3 comments:

  1. I think Howard has been smoking something. Those who drink instant coffee typically do not value convenience and cost over flavor. 'Bucks new instant will cost $1 per packet...its an interesting product intro for 'Bucks, but will do NOTHING to fix its current problems. (And I am a HUGE fan!)

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  2. Jim, did you get that instant coffee data from NPD? :) I am too a fan of Starbucks and personally can't wait to try the instant coffee to see how it tastes. It's a nice add-on which I look at as others may view accessories. May get an extra ring at the register, but it's hard to see that it will be a big volume producer.

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