Starbucks Embraces Change During Hard Times
09.29.2009
Instant gratification for less than the typcial in-store Venti beverage.
People are calling Starbucks new Via Instant Coffee a “down-market” drink. I think the drink and its rollout embody all that a company should in a time of recession – change and development. It may not be the same as a freshly brewed cup of Breakfast Blend, but it’s most certainly a step up from home- (or office-)brewed Folgers!
Those of you who know me, know that I preach renewal, change, adaptation, and perseverance during these hard times. Starbucks closed around 600 stores in 2008. They had to make changes to stay afloat. Tapping into a market that desires fast services for a smaller fee may help pull them through the recession.
The company hopes to tap into the huge market of instant coffee, while simultaneously boosting the not-so-popular beverage’s image. Their new product boasts a delicious cup of Joe for less than the cost of buying a brewed cup in-store. Buyers have been reportedly using the powder to bake with (I’d like to try this, as coffee greatly enhances the flavor of chocolate), as well as using it for its intended purpose – a fast cup of coffee during a busy work day.
I think they have a real shot at boosting sales and grabbing their share of the market. They’re providing a quality product that people can afford. I can’t wait to taste it!
Think they can pull this one off? I do. After all, they are the ‘Bucks!
Please share your thoughts on this!
