Every week I buy a pound of coffee at Starbucks. (Yes, that’s how I fuel my work each week). This past week I was shocked to see “instant coffee” for sale. I wondered if I was in some kind of parallel universe.
This article gives a good take on the “why”, “how”, and “what now?” for Starbucks’ instant coffee.
I’ll be watching Starbucks with great curiosity to see what happens. Can they improve the image of instant? Or will this be the Great Starbucks Folly?