Restaurant and Food Service Blog

Starbucks is ready to roll out an instant coffee (see  Starbucks rolls out Via instant coffee nationwide – Yahoo! Finance.) For years, the coffee behemoth has touted the joys of traditional brewed coffee and espresso. But instant coffee?

I remember growing up during the 70’s and seeing my parents drink instant coffee. Back then, there were no Starbucks or specialty retail coffee chains. But what these chains have done over the past 20 years is help to influence American taste and perception of quality coffee in the US. The introduction of a high-quality instant coffee looks like we are going back 30 years.

The opportunities may be great for Starbucks, but it seems like a bad move that may have a big impact on the brand and public perception in the long run.

What are your thoughts?