Starbucks to Offer Instant Coffee


Rumor has it that Starbucks will be introducing instant coffee to its Seattle and Chicago stores on March 3rd, 2009 and its London stores on March 25th, 2009. In addition to these stores, it will also be available at Target and Costco with the end goal of having the instant coffee available in all 26,000 stores worldwide by Fall 2009.

Starbucks is calling it “Starbucks Via Ready Brew,” which has apparently been in development for 20 years. Starbucks’ chief executive, Bill Schultz hailed it as, “Everything about this coffee stands up to the test of time… This is not your mother’s instant coffee.” A pretty bold statement for a pretty bold company. I think with instant coffee being a 17 billion-dollar-a-year industry, it’s a wise business decision to tap into these markets.

A pilot program for Starbucks instant coffee is definitely the way to go. With their brand being so universally well-known, it’s important to approach marketing a product with caution. What do you think?

Find out more from:

The Consumerist “Starbucks Instant Coffee To Debut In Seattle, Chicago”

Wall Street Journal Market Watch: “Starbucks has high hopes for its instant coffee”

International Herald Tribune: “Starbucks Coffee now in an instant”


6 Responses to “Starbucks to Offer Instant Coffee”

  1. 1 tonya February 26, 2009 at 5:00 pm

    I wonder how much longer it will be a $17B industry? Are people cutting back? If so, this is a brilliant marketing move by Starbucks. (I don’t drink coffee FTR, but the frappuchinos…oh the frappuchinos……)

  2. 2 Refined Designer February 26, 2009 at 5:05 pm

    Mmm caramel frappuccinos with whipped cream and drizzled caramel sauce on top.

  3. 3 jennifer2186 February 26, 2009 at 5:46 pm

    I think this is a great move by the company, so many people ask for it that when its released i think its going to do really well. The taste and standard of Coffee with the ease of an instant!

  4. 4 Refined Designer February 26, 2009 at 6:47 pm

    @jennifer2186 I’m not going to lie, I’m pretty anxious to try it even though I’m not a diehard Starbucks fan.

  5. 5 stillhere4u November 13, 2009 at 10:35 am

    I am concerned about Starbuck’s strong-arm tactics and the scripted “conversations” used on customers to sell the new product. They show a rather sad view of the customer (as well as other people). I strongly recommend the following blog’s post:

  6. 6 Refined Designer November 13, 2009 at 10:40 am

    @stillhere4u I really enjoyed reading your blog post, thanks for sharing.

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