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Starbucks VIA Taste Challenge
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lost
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Posted Thu Oct 8, 2009, 10:27am
Subject: Re: Starbucks VIA Taste Challenge
 

I'm no expert but isn't theirs a high risk marketing plan ?

I mean, what does it say about their coffee if you can't tell the difference between instant and brewed ? .............and what if you don't like the taste of their instant coffee ? they just told you that you can't tell the difference between the two.


That being said, I saw some statistic that about 35% of North America and 75% of England drinks instant.
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blegate
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Posted Sat Oct 10, 2009, 8:59am
Subject: Re: Starbucks VIA Taste Challenge
 

lost Said:

I'm no expert but isn't theirs a high risk marketing plan ?

I mean, what does it say about their coffee if you can't tell the difference between instant and brewed ? .............and what if you don't like the taste of their instant coffee ? they just told you that you can't tell the difference between the two.


That being said, I saw some statistic that about 35% of North America and 75% of England drinks instant.

Posted October 8, 2009 link

SB is a commodity with little ingenuity.  The company needs to generate rev and the instant coffee market is a $21B industry.  I think they will make a splash with this.  I'd take this camping, hiking, etc. btw,  I did the taste challenge twice and could easily identify the VIA product.  The tastes same is just a marketing gimmick in hopes of brainwashing Americans that Via is just as good as their regular brew.
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rcs914
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Posted Mon Oct 12, 2009, 7:47am
Subject: Re: Starbucks VIA Taste Challenge
 

Ok, so here's a follow up from my thoughts the other day.  What I was served as part of their in-store "challenge" bears very little resemblance to what I am currently drinking.  What I tried the other day had a very pleasant acidity, and really was not bad at all.  Right now I'm drinking the free sample packet they gave me, and it is really not the same.  It is drinkable black (which is more than I can say about most coffee served in restaurants today) but it doesn't have that same note that fooled me the first time into thinking it was the brewed coffee.

Obviously when they are making it up for the challenges they are using multiple packets, presumably made at the correct ratio, but then blending them in a carafe.  Perhaps there is variation between the packets or something, I'm really not sure.  All I know is that this one packet is not as satisfying as what I had previously been told was Via.

All in all though, this is still WAY better than in room coffee in a hotel.

Chris

 
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lost
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Posted Mon Oct 12, 2009, 11:37am
Subject: Re: Starbucks VIA Taste Challenge
 

...so if you are a competitor, does your next ad campaign say "Starbucks, no better than instant coffee"

How do we know this ? They said it themselves.
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blegate
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Posted Mon Oct 12, 2009, 8:09pm
Subject: Re: Starbucks VIA Taste Challenge
 

You're Right RCS914, it is way better than hotel coffee.  I dislike those little machines in the rooms and the morning routine of ripping open the foil to pull out the white puck infused with some bland coffee grounds- blah.  Sad to say but when I travel, 95% of the time I'll choose a hotel close to a Starbucks.

As for marketing they should have called it "Starbucks Lite" or "Starbucks 2-go" (btw, I know the reason why VIA was chosen).     Marketing it as just as good as in-store brew may back fire in the end.  Marketing the product as 'different than their core product' doesn't hurt and sets expectations with the consumer.

In the end, this new product will end up on the grocery shelves within a year. I'd buy it for those days I'm traveling knowing I'm going to end up in that hotel with a crappy 1 cup brewer.

-B
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Psyd
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Posted Tue Oct 13, 2009, 2:30pm
Subject: Re: Starbucks VIA Taste Challenge
 

blegate Said:

Sad to say but when I travel, 95% of the time I'll choose a hotel close to a Starbucks.

I'd buy it for those days I'm traveling knowing I'm going to end up in that hotel with a crappy 1 cup brewer.

Posted October 12, 2009 link

I dunno if a lot of you folk just don't care what you drink, or if you end up in hotels as a 'surprise' far too often.  When I travel, I take, at minimum, a hand-grinder and a moka pot, or (as of now) the Aerobie press.  IF I have a great method of transport (sometimes there is one of our trucks going to the same event, or when I'm our on tour) I'll travel with the Silvia and Rocky.  Shoulda seen the fellas' faces when I picked up my Major on a show in DC.  Beat shipping it all the way across the country, and it did make the in-room coffee rather better!  ; >

Point being, it doesn't take a great expenditure or effort to get really great coffee while traveling.   Unless you're ready to drink a Starbucks, of course.

 
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Joel_B
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Posted Tue Oct 13, 2009, 3:11pm
Subject: Re: Starbucks VIA Taste Challenge
 

Psyd Said:

I dunno if a lot of you folk just don't care what you drink, or if you end up in hotels as a 'surprise' far too often.  

Posted October 13, 2009 link

I suppose if I keep waking up in hotel rooms as a "surprise", I've got bigger problems than what kind of coffee I'm drinking.

Psyd Said:

Point being, it doesn't take a great expenditure or effort to get really great coffee while traveling.   Unless you're ready to drink a Starbucks, of course.

Posted October 13, 2009 link

Understood.  I would still put value in convenience though.  If I'm away for a few days I'll bring my virtuoso and press.  An overnighter I'll drink whatever cup of joe is being served.  I can do w/o great coffee for a day or two as it's not worth it to me to pack it up.
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KatieT
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Posted Wed Oct 14, 2009, 7:36pm
Subject: Re: Starbucks VIA Taste Challenge
 

In the past two days, I've gotten two sample packets of both the Italian Roast VIA and the Colombian Roast VIA. I went to Starbucks first for a Pumpkin Spice latte, and since it was late at night and there was a wait, the guy at the window said he was going to "throw in" the Colombian sample VIA (3 packets) for free.

Then, last night, I got a White Chocolate Mocha, along with some other munchies. The girl at the window said instead of charging me for a Grande WCM, she would price it as a Tall and throw in the Italian sample VIA (3 packets) for free, as well as the Chocolate-Banana Bread we ordered.

So as you can see, they are REALLY pushing the VIA to their customers.

I never had a chance to partake of the "challenge," but I've been able to get an idea of what VIA is from all of the informative posts here. Thanks ya'll!  =)
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bodum_fanatic
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Posted Sun Oct 18, 2009, 6:01am
Subject: Re: Starbucks VIA Taste Challenge
 

The taste challenge is rigged.  For the last year, about the only coffee Starbucks has been serving in their stores is that crappy Pikes Place stuff.  This has probably gotten Starbucks drinkers acclimated to a substandard cup that cannot (by them) be distinguished from the instant.  By the way, for the hell of it, I took the challenge.  I could tell there was a difference without knowing which was which.  But, I thought both were equally substandard.  It's just not fair to have people take a taste challenge, and then ask them to pick the least crappy.
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Lady_Croft
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Posted Sun Oct 18, 2009, 6:27am
Subject: Re: Starbucks VIA Taste Challenge
 

bodum_fanatic Said:

The taste challenge is rigged.  For the last year, about the only coffee Starbucks has been serving in their stores is that crappy Pikes Place stuff....  It's just not fair to have people take a taste challenge, and then ask them to pick the least crappy.

Posted October 18, 2009 link

YES! I completely agree. What is with this Pikes Place garbage blend? I used to get a small coffee when I was forced to run through Starbucks as a much cheaper alternative to some rediculously over-priced milk drink - but since they replaced any chance of them brewing an "ok" coffee (like the colombian), with this disgusting Pike's Place, or something even more over-roasted, I can't even stomach it anymore. It tastes burnt, acrid, and chemically. I don't see how the VIA could possibly be much worse!!

~Jess
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