instant coffee at central perk?
the road to starbuck’s new instant coffee, via, started almost 20 years ago. don valencia, head of research and development, started the quest to create an instant coffee that would taste as good as brewed and also has the ability to produced on a massive scale. valencia left the company before he was able to accomplish his goal but when schultz returned to the ceo position in 2008, the project was reborn. schultz wanted to make starbucks accessible for those who are stuck in places without a starbucks café and for people on the go who don’t have time to stop in and sit down.
although most people i know would prefer to drink water than instant coffee, americans only make up 4% of coffee drinkers. the target market for via will be outside of the united states where most drinkers still drink instant. schultz believes the patent pending micro-grinding technique has given via the quality of brewed coffee. shultz has served it to his wife and friends without telling them. he said “I’ve been fooling people for the past year. ”
without coffee, where would ross, rachel, joey, phoebe, monica and chandler have hung out? if the introduction of via means i can walk in a starbucks and not have to wait 20 minutes to use the bathroom, i’m all for it.
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