I’ve been making fun of the Starbucks $4 cup of coffee for years. Well, guess what: Starbucks is no more recession proof than anything else. Luxury items have been this biggest thing to suffer in this economy, since those are the first things people are willing to give up. McDonald’s McCafe may have put a dent in Starbucks sells, as well as the popularity of Duncan Donuts and their coffee. You can even buy that in the grocery store. Apparently America really does run on Duncan.
The recessed economy has allowed some products to boom. As people cut back, the market for Spam has grown these past two years. So to compete in the McCafe/ Duncan world of really good cheap coffee, Starbucks has rolled out a “ready brew” coffee called Via.
“With a $21 billion global instant coffee business, and instant coffee representing 40% of overall global coffee sales, we believe Starbucks is uniquely positioned to capture a significant share of this market,” said Starbucks chairman Howard Schultz, in a statement.
Via is Fratalian for instant. Fratalian is that part French, part Italian language that only Starbucks uses. You know, words like vinne and grande. Burger King has not only done well with it’s BK Joe, but advertises that their coffee comes in three easy to say sizes. Starbucks may not be the evil empire that takes over the world after all.
Well that’s my take on things. Apparently that and a dollar will still get you a cup of coffee, at least for the time being.