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Permalink Reply by Jason Shipley on February 13, 2009 at 11:23am

Just what i want, a cheap imitation of over roasted stale coffee

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Permalink Reply by Brady on February 13, 2009 at 12:26pm

I'm speechless.

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Permalink Reply by Chase on February 13, 2009 at 1:53pm

I.. I don't know what to say. Even if it tastes exactly like starbucks, it's instant coffee. By definition it is not to be trusted. I am scared.

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Permalink Reply by Chris Randall on February 13, 2009 at 2:34pm

I would say that the beginning of the end was when they began replacing La Marzocco manual machines with Verissimo full automatics. More disturbing to me is that they are about to introduce breakfast value meals. I feel that once they offer a number 1 (or number uno as the case may be) they have officially crossed the line into fast food. It really makes me sad

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Permalink Reply by Brady on February 13, 2009 at 3:10pm

I've regained speech. At this point just shaking my head.

You know, I actually thought when they bought Clover that they might actually become relevant again. This is clearly not the case. I'm just baffled by the all-over-the-map marketing strategy - do they want to be a coffeehouse or not? I'm going to go with Chris - can we call this the end of the end?

I really feel bad for the employees here. They are actually going to have to STAND BEHIND THIS and sell it? That's got to be hard to swallow. If this doesn't have you running for the exits...

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Permalink Reply by Chase on February 13, 2009 at 6:33pm

Unless it ends up being magic instant coffee, I don't see how I'll be able to get behind this at all. It's going to have to be pretty damn impressive and even then... its instant coffee, I have no idea how they could possibly make it not be what it is. There's no way I am going to be trying to sell customers on this and say its quality coffee..

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Permalink Reply by Bryan Wray on February 13, 2009 at 6:37pm

So right about the employees... that would blow. I too shake my head at this. And to think, when Howard took it back over and did all of this "revamping" that maybe we would see the evil Mermaid move to a not so evil Mermaid, but now... Instant? Are you kidding me? No way... if they didn't serve horrible coffee to begin with they have definitely taken on the quest to corner that side of the market now....

instant...?

really?

instant?

-bry *still shaking head*

Brady said:

I've regained speech. At this point just shaking my head.

You know, I actually thought when they bought Clover that they might actually become relevant again. This is clearly not the case. I'm just baffled by the all-over-the-map marketing strategy - do they want to be a coffeehouse or not? I'm going to go with Chris - can we call this the end of the end?

I really feel bad for the employees here. They are actually going to have to STAND BEHIND THIS and sell it? That's got to be hard to swallow. If this doesn't have you running for the exits...

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Permalink Reply by Jason Shipley on February 13, 2009 at 6:41pm

I gotta say this is probably a play for the instant market over in Europe, There's a lot of money to be made putting a dent in NesCafe's pie. It dilutes the brand but that may be off set by the almighty dollar.

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Permalink Reply by nik orosi on February 15, 2009 at 9:11am

very true...here in europe, instant coffee is killing...everywhere, almost every roaster (im not calling them proper roasters) is doing that s..., anyway, starbucks was never a coffee firm so this is their final approve of that...shame for clover, nothing else...

Jason Shipley said:

I gotta say this is probably a play for the instant market over in Europe, There's a lot of money to be made putting a dent in NesCafe's pie. It dilutes the brand but that may be off set by the almighty dollar.

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Permalink Reply by Joseph Robertson on February 15, 2009 at 9:57am

I'm afraid that started a long time ago. Should put the lid on it though if anyone had any doubts. Sounds like a drowning man reaching for the nearest twig or stick to save himself. If the stick is big enough it will float him for awhile.
Joe

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Permalink Reply by Joseph Robertson on February 15, 2009 at 9:59am

All great news for the micro / craft roasters out there. The demand for great coffee from small roasters will only increase with time. *$'s is working for us now. Embrace the future.
Joe

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Permalink Reply by Sarah on February 15, 2009 at 5:18pm

I heard this story on the radio yesterday and I was overcome with excitement! We don't have to work as hard to differentiate ourselves from the mermaid -- she's doing some of the work for us! One of the most common questions I get is "What makes you so different from Starbucks?" Now the list is even longer :)

There is a place in the market for Starbucks, but that place is getting further and further away from ours. In these tough times its important for people to know that where they spend their hard-earned money makes a difference, that they can change the world by simply changing where and how they shop. Thank you Starbucks for making my job easier and more important than ever!

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