Check out this link, brought to my attention by my friend, Jason.
As if Starbucks wasn’t any more accessible, they have now announced that they will be releasing a patent-pending instant coffee with hopes of increasing revenue in the economic decline. The instant coffee will
“Absolutely replicate the taste of Starbucks coffee in an instant form” – Vivek Varma, Starbucks spokesperson.
A few thoughts on this: I have no doubt in my mind that they will be able to replicate the signature Charbucks taste. That’s not very difficult. Licking the underside of a public toilet seat has a very similar flavor profile – complex, rich, earthy, and sometimes savoury. But what boggles my mind is that it has taken 20 years to “perfect” this technology. 20 years to hone a technology to replicate a mediocre flavor seems counter-productive. I also think this is probably something that has come out of necessity, rather than vision, due to the financial hit Starbucks has taken over the last couple years. They are further propagating the ‘commodity’ image of coffee, rather than elevate it. However, I do see that there are some silver-linings out of this. I suppose you could commend Starbucks for introducing a ‘higher-quality’ product in the instant coffee market, (hopefully) including coffees that are sourced with some sort of decent, ethical, quality focus. And I suppose my viewpoint is one from a barista working in a small, independent, extremely quality-driven cafe, which is obviously an entirely different world than the Starbucks conglomerate. But for a company who I thought was trying to revitalize their image as a quality-focused entity, buying out Clover, introducing more ‘barista’ centered cafes etc., this move seems to dilute their image, and pull the company in a different direction.
Also, the line at the end of the article mentioned a possible introduction of value meal-like ‘breakfast pairings’ for a nickel under $4. Great. As if the caramel “macchiato” wasn’t a glutinous feast by itself already, now I can get a side of cake to start my day off. Maybe we’ll get to “starbucks-size it” too – for $1 more you can upgrade your latte into the half gallon bucket size. And why buy Insta-Charbucks when you can make it at home just as easily? Here’s my recipe for instant coffee that “absolutely replicates the taste of Starbucks coffee”:
Jer’s Charbucks Delight Caramel Instanttiatto, Patent-Pending, ®©℠™
- Boil water.
- Add to soil.
- Schedule Press-Release.
- Introduce fried chicken at select cafe’s.