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.
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