Starbucks Via Instant Coffee Price Angers Baristas

 

When one thinks of Starbucks, our thoughts go to a place that rejoices coffee and all the rituals that go into making it.  The preparation of the coffee, the ambiance of comfort surrounding its stores, even the sense of indulgence with its array of coffee choices.  Yet, we have one of the largest coffee shops in the world pushing instant coffee. 

 

However, who could blame Starbucks for entering into this market.  After all, it is a $21 billion worldwide market for instant coffee.  Why shouldn’t one of the largest coffee producers in the world get into a potentially lucrative market?  Starbucks has pulled out all the stops on its latest venture into instant coffee called, Via.  Moreover, Starbucks sees a huge potential for Via.  For the first time, the company has started a national campaign in TV and print advertising focusing on this one single product.  They have also taken months preparing their employees on the proper conversation starters with Via to their customers.  

 

This aggressive tactic with the customers is where Starbuck baristas have found their anger.  With so much on the line with Via, managers have been instructed to push the product when possible.  Many baristas have reported that the work environment has become “stressful and unwelcomed.”  Many Starbucks baristas see themselves not unlike your local bartenders, not a salesperson.  Baristas were told to hand the Via product to the customer and ask if they would like to add it to their order. 

 

Starbucks baristas are not the only people in their coffee establishment that dislikes this marketing approach.  Many customers who come to the easy, relaxing atmosphere of the Starbucks coffee store are put off by the high-pressure sales pitch.  They find it out of the norm of the Starbucks “vibe.” 

 

Many have agreed that Via is a good product.  Those baristas who are enthusiastic about the product have said that it might be a better fit in the grocery aisle.  Having it placed with the other Starbucks mass-market products.  If there is a continued resistance to the high-pressure marketing tactics for Via, Starbucks may need to look to not it’s baristas but to others to promote this product.