Comments on: “Real Coffee” Is Not Sustainable – Starbucks Goes The Way of Nescafe http://inspiredeconomist.com/2009/02/13/real-coffee-is-not-sustainable-starbucks-goes-the-way-of-nescafe/ Discussing the people, ideas, and companies that redefine capitalism and inspire positive change Thu, 09 Feb 2012 21:43:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Ln_ochoa http://inspiredeconomist.com/2009/02/13/real-coffee-is-not-sustainable-starbucks-goes-the-way-of-nescafe/comment-page-1/#comment-40400 Ln_ochoa Sun, 10 Apr 2011 01:21:00 +0000 http://inspiredeconomist.com/?p=1168#comment-40400 I'm avtually finding this really interesting...i am using it for a research paper...... I’m avtually finding this really interesting…i am using it for a research paper……

]]> By: All Roads Lead to China http://inspiredeconomist.com/2009/02/13/real-coffee-is-not-sustainable-starbucks-goes-the-way-of-nescafe/comment-page-1/#comment-3280 All Roads Lead to China Fri, 13 Feb 2009 09:07:09 +0000 http://inspiredeconomist.com/?p=1168#comment-3280 All brands, particularly those who are on the down cycle, are temped to find ways to hit larger target groups and expand their top line. the problem for Starbucks, is that a lot of their image was tied to the "quality" of the product. Initially, there was a real allure to Starbucks as they recreated the coffee culture, but they burned themselves in a few ways once they tasted success (1) They over expanded - which reduced the perceived value and (2) They move away from enjoying the cafe experience to drive thru model ... and while diminishing the brand, they continued to raise/ hold pricing above the perceived value of the experience. ... and this move will only sure they continue along this trajectory by moving completely away from the need for cafes. Interesting that their initial pitch was that people who enjoyed coffee, enjoyed the experience of cafe based coffees. Maybe next year it will be available in a green brick? Or perhaps they should just buy Folgers and get it over with. All brands, particularly those who are on the down cycle, are temped to find ways to hit larger target groups and expand their top line.

the problem for Starbucks, is that a lot of their image was tied to the “quality” of the product. Initially, there was a real allure to Starbucks as they recreated the coffee culture, but they burned themselves in a few ways once they tasted success (1) They over expanded – which reduced the perceived value and (2) They move away from enjoying the cafe experience to drive thru model

… and while diminishing the brand, they continued to raise/ hold pricing above the perceived value of the experience.

… and this move will only sure they continue along this trajectory by moving completely away from the need for cafes.

Interesting that their initial pitch was that people who enjoyed coffee, enjoyed the experience of cafe based coffees.

Maybe next year it will be available in a green brick? Or perhaps they should just buy Folgers and get it over with.

]]> By: All Roads Lead to China http://inspiredeconomist.com/2009/02/13/real-coffee-is-not-sustainable-starbucks-goes-the-way-of-nescafe/comment-page-1/#comment-37899 All Roads Lead to China Fri, 13 Feb 2009 09:07:00 +0000 http://inspiredeconomist.com/?p=1168#comment-37899 All brands, particularly those who are on the down cycle, are temped to find ways to hit larger target groups and expand their top line. the problem for Starbucks, is that a lot of their image was tied to the "quality" of the product. Initially, there was a real allure to Starbucks as they recreated the coffee culture, but they burned themselves in a few ways once they tasted success (1) They over expanded - which reduced the perceived value and (2) They move away from enjoying the cafe experience to drive thru model ... and while diminishing the brand, they continued to raise/ hold pricing above the perceived value of the experience. ... and this move will only sure they continue along this trajectory by moving completely away from the need for cafes. Interesting that their initial pitch was that people who enjoyed coffee, enjoyed the experience of cafe based coffees. Maybe next year it will be available in a green brick? Or perhaps they should just buy Folgers and get it over with. All brands, particularly those who are on the down cycle, are temped to find ways to hit larger target groups and expand their top line.

the problem for Starbucks, is that a lot of their image was tied to the “quality” of the product. Initially, there was a real allure to Starbucks as they recreated the coffee culture, but they burned themselves in a few ways once they tasted success (1) They over expanded – which reduced the perceived value and (2) They move away from enjoying the cafe experience to drive thru model

… and while diminishing the brand, they continued to raise/ hold pricing above the perceived value of the experience.

… and this move will only sure they continue along this trajectory by moving completely away from the need for cafes.

Interesting that their initial pitch was that people who enjoyed coffee, enjoyed the experience of cafe based coffees.

Maybe next year it will be available in a green brick? Or perhaps they should just buy Folgers and get it over with.

]]> By: Alexandra http://inspiredeconomist.com/2009/02/13/real-coffee-is-not-sustainable-starbucks-goes-the-way-of-nescafe/comment-page-1/#comment-3278 Alexandra Fri, 13 Feb 2009 09:01:40 +0000 http://inspiredeconomist.com/?p=1168#comment-3278 Italian coffee has, and never has had anything to do with Starbucks. Italian coffee has, and never has had anything to do with Starbucks.

]]> By: Alexandra http://inspiredeconomist.com/2009/02/13/real-coffee-is-not-sustainable-starbucks-goes-the-way-of-nescafe/comment-page-1/#comment-37898 Alexandra Fri, 13 Feb 2009 09:01:00 +0000 http://inspiredeconomist.com/?p=1168#comment-37898 Italian coffee has, and never has had anything to do with Starbucks. Italian coffee has, and never has had anything to do with Starbucks.

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