As if stooping to the level of McDonald's and offering a value menu wasn't enough, it seems that Starbuck is poised to further shoot themselves in the foot and undermine their brand:
Starbucks will begin testing the soluble coffee -- a term that conjures up images of instant brands such as Folgers, Sanka and Brim -- by selling it in Starbucks cafes as early as next month. It's unclear as yet whether the company will also extend the product to supermarkets, where it already has a presence with ground Starbucks-branded coffee.
I know that times are tough, but the way to see through tough times is to cling steadfastly to what makes your brand yours. Value coffee and instant Starbucks doesn't offer the Starbucks experience and won't be seen as a status symbol.
Pathetic.
story from "Starbuck Poised to Launch 'Soluble' Coffee"
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