It now becomes the most-easy-to-shoplift product in Starbucks stores across North America. "We were overwhelmed and humbled by the positive response from our customers and partners after tasting Starbucks VIA," says Howard Schultz. || Read "Starbucks VIA Ready Brew available in all US and Canada locations on Sept. 29"
August 31, 2009
A story that obviously captures the hearts and minds of the Starbucks-interested everywhere.
But seriously, Howard and/or his PR staff may need a little coaching. "Humbled" in this context is a bad combination of dumb-sounding, pointless, and not very believable.
Posted by: Venti Americano | August 31, 2009 at 12:31 PM
VIA will do very very well in a few years. It's easy to make and give people who doesn't want to make coffee at home an good alternatives.
I have many friends who tried my VIA and totally love it and drinks it whenever they don't have time for coffee run.
It's going to be a big hit!
Posted by: JonnySF | August 31, 2009 at 12:51 PM
The romance of instant coffee…it brings a tear to my eye.
Posted by: Latteguzler | August 31, 2009 at 03:21 PM
I work at one of the Chicago locations & we have had VIA for awhile now... speaking of having had it for awhile... we've had VIA all along in our stores... it's the same thing as the coffee base for the coffee frap mix!
...and it IS the most frequently shoplifted item from our store
The Columbian Roast tastes strangely like instant coffee, while the Italian Roast is actually pretty good... although I still prefer drip brew hands down
Posted by: TheD | August 31, 2009 at 07:25 PM
The 29th is my birthday. I know what I want.
Posted by: Anthony | August 31, 2009 at 07:48 PM
I'm at the Starbucks on Chicago Ave. near Michigan Ave. (in Chicago) and just caught a guy stuffing several boxes of VIA into a bag. (I shouted at him, and he handed them over to me to put back.)
I told the barista who came over that he's almost begging customers to steal since the display can't be seen by employees. Not his call, he said.
Posted by: STARBUCKGOSSIP WEBMASTER | September 01, 2009 at 12:49 PM
"Not his call"
This new, lean approach saves time and effort vs. sampling.
Posted by: Venti Americano | September 01, 2009 at 01:45 PM
"most-easy-to-shoplift"? Wow, great idea! I'll try it.
Posted by: poppy | September 02, 2009 at 01:13 PM
WHY THE F ISNT THEIR A DECAF VIA!!!!!
Posted by: decafforlife! | September 03, 2009 at 09:21 PM
Word on the street is VIA and FRAP BASE POWDER was invented by the same dude. Sadly he died from cancer. STARDUST!!!
Taste good. Im down for it. My store is considered HIGH THEFT so we get fake VIA for the lobby.
Posted by: 24 ounce | September 17, 2009 at 02:25 AM
You get fake Via for the lobby? I didn't know Starbucks did that, but it makes sense. Do you put out empty Via boxes? Just curious.
Posted by: Melody | September 17, 2009 at 08:49 AM