3 ms·
Is Starbucks a Cannibal?
- shrikant 17y agoSurely, if customers cannot readily taste any difference between the instant coffee and the considerably more expensive version brewed in-store, then Starbucks has broken their own business model. That is ridiculous. Two immediate reasons: 1. If brewed costs B and Via costs V, but they price the latter at slightly more than the cost savings (B - V), their profit margin per unit sale has still increased. 2. Even after their double blind super funky scientific rigorous tests end up showing most people cant distinguish between the tastes of the two variants, there will always exist people who are quite willing to pay more for 'premium' versions. Despite these being only same old stuff re-badged.
- joezydeco 17y agoWhat's not mentioned is that Via has larger upfront cost. $3 for 3 Via packets or $20 for 24 packets. I've tried Via, and it needs to either be WAY cheaper or lightyears better than the in-store brewed coffee to make the purchase worthwhile for me. I'm not saying that's a hard task on either count. Starbucks brew is way way too strong and burnt for my tastes.