"Having imbibed a lot of instant overseas, I did recognize an inital familiar instant aroma, but the taste was far superior to any instant I've ever had," writes Monica Eng. "If I'm stuck at my desk on deadline, and especially if I just want a quick inexpensive iced coffee on a hot day, I would turn to this powdered product in an instant." The Chicago Tribune's restaurant critic, Phil Vettel, sampled VIA and said it was "surprisingly bold and complex," "totally acceptable, especially if I were in a rush," and "really good if a little on the burned side." || Read "Starbucks new instant coffee tastes almost like brewed"
> SmartMoney.com: "We were surprised -- it actually tastes like coffee"
> SmartMoney.com: "We were surprised -- it actually tastes like coffee"
It wasn't as bad as I thought it could have been but we did a taste compare up against brewed coffee and it just didn't have the same aroma. It tasted like *really good* instant coffee.
I see this as something awesome I would take camping/road triping with me.
Posted by: CT*ASM | February 19, 2009 at 06:38 AM
Honestly, I don't care how it tastes. The fact of the matter is that neither I nor anyone else is going to go to a store to BUY a cup of "premium" INSTANT COFFEE!
If I am going out of my way to enter a store and take out my wallet to purchase coffee, I want it made, the old fashioned way, the way I don't have time to do at home.
If I am PAYING the premium of buying a cup of coffee in a store rather than making it at home, it is BECAUSE I want to save time and have a superior cup of coffee.
Quite frankly, if I want to have a quick, inexpensive, superior cup of hot coffee at home, I'll make my own Keurig cup!
Twenty years in development, and approximately 19 years too late.
Posted by: Oliver | February 19, 2009 at 06:54 AM
Then there is the "Brand" - if SBUX was supposed to be a "little luxury" and a "third place", what is it now with instant? A seedy international coffees commercial? Urban and sophisticated it is not.
Posted by: Oliver | February 19, 2009 at 06:56 AM
yeah people are being really thick headed about this!!!!
Posted by: Christin | February 19, 2009 at 07:50 AM
They no longer need to roll out the Clover machines. VIA Instant pick.
Posted by: Stan999 | February 19, 2009 at 07:51 AM
JOhn you state that:
"What part of retail product ONLY, do you not understand. People this will NOT be served in stores. This ia a Understand this once and for all."
However, this is not what I have been told at all. Eventually, this is the solution to the $1 a cup "problem" in the stores.
If it were truly meant to be a "retail only" product, why wouldn't it be sold solely in supermarkets in a manner similar to several other SBUX concepts?
Instant coffee is in NO WAY evocative of or compatable with the "third place" and a "premium coffee shop" and should not be taking up shelf space there.
Posted by: Oliver | February 19, 2009 at 08:08 AM
Starbucks is the only luxury people can afford these days. Were selling $4 lattes(which is not a ridiculous price) not $1000 HDTVs or $100 scarfs! Im not naive to think that people in hard times have excessive money to spend on such frivolities but hey we're supposed to be the third place. Why doesn't the Bux market themselves more as this? As the escape from the downturned economy? It sounds dumb but seriously people can afford it and they can keep their sanity afloat when theyre not buying the HDTVs and scarfs at least they can get their latte. Maybe it will work maybe not i just want to keep my job with the same benefits and the same positive and social responsible work environment. Im glad all you SMs out there are so optimistic and everything is rose colored but you still get your salary, you get your bonuses(by keeping cost low aka cutting our hours), you still get your personal days. Its hard for the barista to keep up your optimism as hes told to work harder for the same pay, while seeing her paycheck shrink, and his opportunities for advancement dwindle.
Posted by: scarredforthiscompany | February 19, 2009 at 09:21 AM
Its a better marketing idea than "Clover" was.
I'll try it.
Posted by: KJ | February 19, 2009 at 12:53 PM
scarredforthiscompany....the SM bonus structure is public knowledge if you access the portal. You can look at the rules, regulations, and criteria. In no way does cutting your labor to save on costs have to do with the bonus payouts at this time.
Posted by: Coffee Soldier | February 19, 2009 at 01:34 PM
Oliver...what $1 cup problem are you referring to?! I have no idea what you're talking about.
Starbucks made it very clear via is a "retail" product, though I realize if all you read is the news headlines you might assume it was going to be served. But if you read ANYTHING about the product in length you would know it is a retail only product. We ARE not serving it!
Posted by: Christin | February 19, 2009 at 02:19 PM
@Aaron: it was a marketing thing.
Posted by: XGB | February 19, 2009 at 05:03 PM
@scarredforthiscompany -- you should take the time to do a little research and actually learn some things. I suppose it's easier to point your finger at your SM since he/she is the easiest target. As stated above, SM bonuses are based 100% on sales. While we're still being asked to control our cost and have a target we're being held accountable to, intentionally understaffing our stores does not put more money in our pockets. In fact, I do everything in my power to make sure my partners get the max amount of hours possible. However, we are held accountable to a cap. Hopefully your store manager lets your staff know on a daily basis where your labor variance is. I know in my district, I'm not only held accountable for going over, but also for going too far under. To put it in simple terms for you -- I can also get in trouble for intentionally understaffing my store.
Do I agree with what's been taken away from the baristas and shifts? No, of course not. But we didn't make these decisions. Corporate executives did. And the extra money and perks that a Store Manager earn are because we deserve it. It's real easy for someone like yourself to point a finger and blame everyone else, but I can tell you for a fact our jobs are not as easy as you think. If you want the perks, put in the work and earn your way up the ladder like we did. I've met very few partners in this company who refused to help me when I needed help. Don't think for a second we don't fight for the rights of our baristas and shifts. Unfortunately until we're franchised, we're running our stores for the corporate executives. If you really feel the need to point a finger, at least point it in the right direction. In the meantime, I suggest you focus on your job. Whining will not prevent more layoffs and store closings. Focusing on what you need to do and getting the job done will...
And @ Oliver -- you need to take what's written on this site with a grain of salt. The only indication that the new Via will be sold over the counter is pure speculation by people who post here. Even if that speculation is correct, who cares? First of all, if you stopped being so defensive for one minute you'd realize you'd serve Via in a heartbeat over Pike's Place. Second of all, the speculation is that Via will be an option along with Clover, so the customer can choose to have the dollar Via or the more expensive Clover freshly brewed coffee. However, that contradicts what we were just told today in our district meeting that the entire Clover project has been placed on hold for the time being. Don't panic until you have something to panic about...
Posted by: Asher | February 19, 2009 at 05:37 PM
My partners and I got to try this today finally. I have a very good pallet. I can blind taste any of our coffees and tell you what it is 99% of the time.
So when I tasted the italian roast via with the regular, it was like night and day to me. The via has a strange hint of something in the aroma and it was kind of flat. I didn't like it at all, but for instant coffee, it wasn't bad.
now the columbian I enjoyed much more. It did give you that "nutty" feeling on the pallet, but after a few sips, it was more literal to sucking on peanut shells, much more intense and dry on the tongue, but the falvor wasn't bad. In a pinch, it would be a good alternative.
But we're purists. The average person could potnetially be fooled that its real coffee, but I don't think they would know it was starbucks. And the packet makes an 8oz serving. How many people drink that small a cup of coffee? This is where I think they've screwed up. they should have portioned it for at least 12 oz servings and I think a lot of people will add to much water and not like it because of that, or not find any value for its price and serving size.
Posted by: coffeeguy | February 20, 2009 at 12:00 AM
Sorry to hear the Clover project is dead.:(
It seems all the effort now is on instant coffee.
Posted by: Stan999 | February 20, 2009 at 05:32 AM
That's a really good point, coffeeguy. Via doesn't seem to be a great value. It is really not much cheaper than buying our beans to make coffee. Why would anyone choose Via over that for the price? Now if it were priced competitevly to NesCafe, we would be onto something.
I tried the Italian today, it was not bad, it definitly didn't have the same intensity of aroma. But if someone had just given me that cup of coffee, I wouldn't have figured out it was instant. I drank the whole cup, I liked it pretty well. I mean, I would drink it if I was in a hurry or something, it's very convienent.
It's nice to not feel as ashamed of a new product. I have a really hard time recommending the Chai infusions, blech!
Posted by: demitasse | February 20, 2009 at 07:09 AM
If you have proof that the Clover project is dead, please come forward with it. (Memos, etc.) Or is this just another bad rumor?
Posted by: STARBUCKS GOSSIP WEBMASTER | February 20, 2009 at 08:21 AM
@Webmaster Jim: I've heard gossip from 2 different baristas at 2 different various Starbucks in Seattle, that Clover is "on hold". The only new Clover location scheduled to be launched is the new Starbucks store opening at 1st & Pike in the old SBC location in downtown Seattle. I hear that store has a March grand opening date. Btw, that is pure gossip about the new Clover but I trust the barista that I heard it from. I doubt that Starbucks has ditched Clover completely, but in this economy, most people don't want to spend $3.00+ on a cup of black coffee, so it might make sense that the expansion of the Clover is at least delayed a little until things pick up some.
(Link in name goes to "it's the coffee" thread at MSI)
Posted by: Melody | February 20, 2009 at 09:06 AM
Thanks for the update, Melody.
I went to the Intelligentsia store in Chicago's Lakeview area last week and noticed that they dropped all drip coffees and only sell Clover coffees (in addition to the espresso drinks, of course). They had four Clover offerings, including one under $3.
Posted by: STARBUCKS GOSSIP WEBMASTER | February 20, 2009 at 09:19 AM
@ Starbucks Gossip Webmaster -- also noting my above post, I never said the Clover project was dead. We were told in our district meeting yesterday by our DM that the Clover project is on hold, as Melody mentioned...
Posted by: Asher | February 20, 2009 at 10:03 AM
Good to know a Chic. Trib. reporter just got a wee card that grants lifetime free coffee (and, who knows, a new car...).
Having traveled extensively in the EU and consumed more instant than I would like to admit, all I can say is that instant is instant is instant. There is profoundly little difference one cup to another (assuming all are made the same way). They are usually not too horrible, but never as good as a well prepared ground of any iteration. The point of instant is that they are *fast*, *easy* and *cheap* (and, well, good for camping).
Here Starbucks seems to have strayed, as usual. I am confident it will be fast (how can it not) and easy (how can it not)...but where nearly all other instants are in the .10-.25 cents/cup range. Starbucks is aiming at "under $1.00 per cup". It appears to be about .98 cents in packages of 3 and incrementally less for the 12 pack.
I think this is likely not to tank in its own right, as there are those who will like the ease, etc and the pretension cost is not *that* high. That said, I think it is likely to further downgrade the "look and feel" brand image of Starbucks as a whole.
This is probably not a bad thing, over all. It is quite clear that they see their competition as Dunkin and McDs, etc and *not* "fine boutique coffee houses". Having touched base with a reasonable sampling of the coffee wonks I know, we all look at Starbucks the same way and I assume many others feel the same way...Starbucks (like DD or, rarely, McD) will satisfy a coffee itch when you can't find or don't have time to go to a "good" boutique shop for a well crafted cup. They, like the others, are just a commodity now.
Posted by: Bemused | February 20, 2009 at 10:15 AM
Let's take the brand piece out of this. How does this make sense from a traffic perspective?
- This sells in store, so your real target market is regular customers.
- This comes in packs of three or twelve.
- Say you have a customer who comes in twice a day. If they buy a pack of 12 and use this instead, you eliminate 11 potential visits.
- That's the elimination of your opportunity to sell them pastries, mints, etc.
- You also sell this at a price that is less per cup of brewed.
How in the heck does it make sense to sell this in stores? It's like they're trying to drive down traffic.
I'm sorry, but there is no way the profit margin on this per cup is the same as the profit margin per cup on a tall or grande brewed.
But now, to bring the brand aspect in...Starbucks' core customer group is aging. On the other hand, there is a growing group in the 20 to 30 something range in major cities who are "cult coffee" enthusiast -- Stumptown, Blue Bottle, etc.
So you introduce a product that the young demographic knows only as the swill grandma and grandpa used to drink because that's all they had during WWII. And one that is not green to boot (increased packaging and waste, greater energy usage to dehydrate, etc.)
Again, how does this make sense?
Posted by: sscrunaway | February 20, 2009 at 11:30 AM
VIA “the Starbucks experience”.
Posted by: Stan999 | February 20, 2009 at 12:23 PM
It's proven that even when customers buy beans they Still come to the store for drinks... I don't think it would be any different for via...
Posted by: Christin | February 20, 2009 at 12:24 PM
Christin,
Great point! If I had a kitchen filled with Via, I'd drive to Starbucks.
I am an Italian Roast drinker so I reached for my sample Italian Via. Honestly, the first sip was pretty good. The second . . . not so much. The third sip made me shudder. My head and shoulders shook violently and I'm sure my facial expression was one of horror.
A little later, I built up the nerve to try the Columbian. Surprisingly, it was good. And stayed good. In fact, it was the best instant coffee I've ever had. Unfortunatly, I never prefer instant.
Posted by: spence | February 20, 2009 at 12:57 PM
Christin,
Those who try it may very well find out it's quite good. But what here is going to make anyone other than an existing Starbucks customer give this a shot?
I think this is a little different then beans, but let's say you're right, so let me be a little more specific. This probably won't impact the morning customer. But isn't it likely to slow down afternoon traffic?
You have beans at home, have a cup there. Grab a cup at the store early in the morning. That probably won't change. But if I had Via sitting in my desk, I would skip my usual afternoon trips to the store in my building's lobby.
And I still think this is remarkably shortsighted if you're trying to attract younger customers. Instant, no matter how you spin it, doesn't compete when your up against places like Stumptown on the high end. It has very negative connotations that only reinforce a increasingly negative view that many hold about Starbucks "quality" and "premium" brand positioning.
And if you don't think Starbucks has to worry about places like Stumptown...keep in mind, Mario Batali's newest NYC restaurant is flying in beans from SF's Blue Bottle.
Posted by: sscrunaway | February 20, 2009 at 02:06 PM
now, that i tasted the starbucks via ready brew... i would say ... it's not that bad.. a little weaker than what the regular whole beans but i would say so much better than other instant coffee.. and you know what i think Howard thought of this because he's smart..(at least he didn't let us serve it in the store just retail.. GOOD!!!) anyhow, i think this product will be best for travellers who doesn't like hotel coffees, for campers, and everyone that goes to a country that doesn't have Sbux and they can still bring Sbux with them with the instant coffee.. i just wish they make more than 2 flavors though.. so people have their choices.. GO VIA!!!
Posted by: SSAustin | February 20, 2009 at 07:01 PM
Does anyone knows where VIA instant coffee is roasted? I don't think it's made in one of the roasting plant but just curious.
Posted by: ExKRPpartner | February 20, 2009 at 07:38 PM
I have tasted Via Italian Roast side by side with a cup of Italian Roast through the Clover - I did it as a blind taste test. I immediately correctly picked which was which. The real thing has more body and a lot more aroma, but the thing about Via is that it packs in a lot of flavor! I'm still impressed with Via. Vi-Onward! (yes, I'm still eating my words from some of my previous posts here. :()
Posted by: Melody | February 20, 2009 at 07:53 PM
I don't believe all the fuss over instant coffee.It is wonderful to see all the people fawning over nothing more than a sales pitch to improve the bottom line of a company. What ever happened to taking your own coffee to your workplace. If people can carry bottled water everywhere they go why can't they take their own coffee?Is it just to be able to say you go to starbucks? It would be less expensive to buy an automatic coffeemaker, set it for the time you awaken and have coffee ready.and just think of the money that can be saved and put in the bank. If more people saved money instead of spending on junk then we would not have to be bailing so many people out of bad home loans.
Posted by: noneofyourbusiness | February 20, 2009 at 10:03 PM
@ noneofyourbusiness:
so you're saying Starbucks caused the economic problem of home mortgage defaults? Really?!
Posted by: FLA SM | February 21, 2009 at 04:21 AM
Tasted both last night at a store meeting....we just got it in...I actually liked the Colombian but the Italian....ehhh not so much. But honestly, as far as instant coffee goes, they're both good :]
Posted by: javafish | February 23, 2009 at 05:14 PM
noneofyourbusiness, I agree with the 'fawning'. Alot of Starbucks is
such about small things that other co's have been doing for years. At least this is something different...for a coffee house, of course; grocers have
carried it for years.
However, whatever it is YOUR co. does; maybe the rest of us could it that ourselves as well. Lots of co's products are strictly things that people enjoy doing, eating, wearing. You might
be able to wear home sewn clothes to work as well..why not? Probably time?
Want to look good in the workplace?
Just a thought.
Posted by: Dunkin' Dough Nut | February 27, 2009 at 09:43 AM
I agree with Snagger. Not bad for an instant cup of java, but a bad idea for the company. Just another nail in the coffin.
Posted by: Rita the Barista | March 02, 2009 at 07:30 AM
i just tried it... my first instant coffee ever.
i was almost as excited to try it as i was to throw it out.
maybe if i didnt drink coffee black it wouldnt have been so bad. hmph. definitely try it before you spend money on it.
Posted by: robert in chicago | March 03, 2009 at 11:19 AM
The taste isn't bad but I didn't like the gritty, chalky feeling in my mouth. It's like when your coffee is ground too finely for a metal screen type filter in a regular coffee pot. I won't be buying any
Posted by: Rich | March 05, 2009 at 12:20 PM
If you like this, best price is at Costco....$15.99 for 24 (medium columbian)
Posted by: Chris | October 12, 2009 at 07:17 AM
People are so RUDE!
Open your mind a little bit... and accept new things.
I personally do not like it as a drip coffee similarity, but it sure is good in icecream.
Besides, many customers who have tasted VIA next to the regular brewed coffee couldn't even tell which one was which.
Shows how smart you all are.
Posted by: Jessica | February 12, 2010 at 10:29 AM