Starbucks tells customers: If you don't like VIA, we'll replace it with ground coffee

In a promotion that runs through August, Starbucks will offer customers who don’t like Starbucks Via Ready Brew the option of replacing it with a 12-ounce bag of ground coffee. A Starbucks marketing exec says the promotion shows "how strongly we feel about Starbucks Via Ready Brew and how committed we are to customer satisfaction." || Read "Starbucks offers customers option to replace VIA"

Comments

[CD]

Meh, sounds like a gimmick to me. First, if they were serious about putting VIA and whole bean in the same grouping, they'd offer the same free beverage with purchase of VIA.

Second, are VIA drinkers and whole bean drinkers really the same consumer?

[Jazzhands]

There's actually quite a few in my store that buy and drink both.
We have a couple of guys specifically who work overnights, and stop in to get a coffee before we close, and then buy VIA to have with them for refills later in the night.
We also have a fairly high amount of customers who travel, and here in the Midwest, once you get out of the city/close suburbs, there aren't a lot of Starbucks. Many people who usually drink brewed coffee have said it's convenient to stop at a gas station to get hot water, and have decent coffee instead of whatever the gas station has had out for ages, at least when they have to drive.
I think it pretty much boils down to either being a coffee drinker or not. If you don't like black coffee, you're not going to like it any more, or any less, if it's instant, provided it tastes the same.
The argument for VIA is that it does taste the same. I personally think it's close enough for most coffee drinkers.

[meh]

it is just for via bought in grocery stores or target, and they are exchanging it for a lb of house blend. we just ended our contract with kraft, how's this for new marketing strategies? :) but either way, if the customer likes the via they buy, they will get it again. if they DONT like it, and return it to a starbucks, in theory we could "hook" them and gain another customer...

[Coffee Soldier]

If customers are coming to the stores to exchange their via they don't like this will cause mass confusion since we sell 16 ounce bags in the store not 12...but of course we will have to just say yes...I'm sure there will be a few abusers who drink 10 of the 12 via packs and then decided they don't like it and come marching in.

[spence]

Okay. I admit it annonymously. I really didn't like the Via. However, the French Via is very drinkable. I'm not likely to drink it over brewed but I've got it in my glove compartment, my camper, and sitting in the kitchen in case of emergency. We didn't receive enough to sample, though.

[ExSbuxManager]

actually, you don't have to give the via back. the link to the article was bad:
http://chicagobreakingbusiness.com/2011/02/starbucks-offers-unhappy-customers-via-replacement.html

You send the receipt with upc and form you get online, and the coffee is mailed to you. Sorry, but I think everyone would redeem this and double dip.

I like VIA, but there is a difference to it. I don't think it is worth the premium you pay for it. And what is up with the VIA hot water brewers? They got rid of brewing equipment, but sell that thing? At that point, why not just brew a cup of coffee?

[b]

I Have literally thousands of dollars in coffee equipment in my apt (Dream Machine, Baratza Vario, Mypressi, Behmore Roaster, Hario Kettle, etc...) I have a Clover at my store...I am a coffee snob! When we launched with VIA I was soooo up in arms! How can I push this crap next to Clover!!!

I now sit here writing this drinking my second cup of VIA this morning. Can I tell the difference? Absolutely!! Is it as good as a Blue Java Americano if I warm up the espresso machine or pull out the Mypressi? Hell No! But...Is it better or at least comparable to Mr Coffee Folgers or the C-store swill? Again Absolutely! I wouldnt have had the extra time to read the gossip this morning had I gone the other route. I am reluctantly admitting to...

Staring out my window at the snow falling on the city with a hot cup of Italian Roast made in an Instant, and having a VIA moment :)

[P]

b, that was by far the most disgusting post i've ever read on this site. In all seriousness, I would be ashamed if I was you. You have truly been warped.

[medevacs]

Ha ha what a bullshit! They don't feel strong about VIA. Sales are shitty because ground coffee drinkers prefer to make a proper coffee with a french press and "normal" people who don't drink ground/filter coffee are totally not happy with it's taste. So, not good enough for coffee lovers, too good (different taste then instant coffees) for casual people, plus too expensive for both of them. Coffee lovers won't resign from french press even in case of war and ordinary people will chose to buy one of this typical coffee producer such as Nescafe coffee "sticks". You can find variety of these, pure instant coffee, coffee + sugar or plus powdered milk or both, etc. Price is more reasonable then VIA and it still tastes like coffee. Of course it will not be better then coffee from french press or espresso machine but for "just in case" scenario it is much better choice then expensive VIA. Introducing mentioned idea Starbucks just developed a system of getting rid of unhappy VIA first timers. OK, you don't like, send us receipt we will send you ground coffee instead. Yep, right, because I have so much spare time to go to the post office / wait for courier pick-up and then wait for your ground coffee that I am not necessarily happy with either. I just want my money back! No sorry, we can only offer you ground coffee instead. Crap!