We’re Not Buying Starbucks Coffee For Taste

By tsufit on Nov 26, 2009 in Branding, Marketing, Positioning, Uncategorized, Why We Buy

Consumer Reports sampled coffees to determine which was the best ground coffee. The winner was not any of the 3 bestsellers. Not Starbucks. Not Folgers. Not Maxwell House. Starbucks didn’t even get an honorable mention.
Cheap grocery store brand, Eight O’Clock Colombian Coffee, was crowned the winner, at just over half the cost of Starbucks. Is that going to make people stop buying Starbucks and run out to their local Safeway?
Nope. ‘Cause we’re not buying coffee for taste. Did we learn nothing from the New Coke debacle?
Tsufit