Starbucks Introduces Instant Coffee
Sunday, March 1st, 2009 
In an attempt to boost its lagging profits, Starbucks has developed an instant coffee called Via. According to the Starbucks press release, it is being touted as “a transformational instant coffee that replicates the body and flavor of Starbucks coffee in an instant form.”
Via is supposed to recreate the Starbucks experience at home or on the go while costing slightly less than a Tall cup of their regular coffee. The company has high hopes for its launch since instant coffee represents 40 percent of all worldwide coffee sales (that translates to $17 billion dollars).
According to Starbucks, Via has been an idea that they’ve toyed with way before the current recession. “We have worked for nearly 20 years to develop an instant coffee that offers customers the quality and taste they expect from fresh-brewed Starbucks coffee, and a unique and convenient way for them to enjoy it,” said Starbucks’ Howard Schultz.
Starbucks may have a fantastic product on its hands, but they are overlooking one key principle: most of Starbucks’ die hard customers frequent its shops for the experience. Starbucks has done an amazing job of branding their stores and creating a warm, inviting atmosphere coupled with great customer service. The folks that frequent their shops love having the ability to customize their drinks in ridiculous ways. It remains to be seen if a packet of instant coffee can live up to the hype.
