Starbucks new instant coffee concept Via, released last month nationwide, seems to be creating a lot of buzz, but not necessarily over the product. Rather the criticism is aimed mostly toward the Starbucks brand image and what essentially amounts to critics citing further evidence that Starbucks has sold out to mainstream America. Do you agree with the following complaints?
1. Starbucks has made a name for themselves as being an environmentally sensitive company. The introduction of Via (which comes in single serve plastic packets which are not bio-degradable) seems to reject Starbucks’ green reputation.
2. Starbucks has always been about kicking back in a clique coffee shop atmosphere sipping on your favorite cup of java. Endearing fans lament that Starbucks coffee is more than just coffee. It’s about taking time out of your day to relax, decompress and enjoy your beverage. Conversely, Via is an instant coffee that can be brewed anywhere people can find a cup of hot water. Huh?
3. A single serving of Starbucks Via costs just under $1. In a time when so many people are cutting back on extras, who is going to pay a buck for a single cup of instant coffee? Does the quality of Starbucks Via product justify the expense without the experience?
I find it somewhat daring for Starbucks to be releasing this product especially while the upheaval caused by attempting to rebrand their stores to be “local” is still smoldering. Is Starbucks pushing their luck on this? Will Via be the big comeback Starbucks is counting on, or will it flop the same way New Coke did in 1985? It’s obviously still early in the game. So far, critics are having a heyday with Via, but as we all know it’s the consumer who always has the last word.
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