“Coffee without All the Perks”

Starbucks is innovating a new, premium instant coffee product called Via. The business strategy is simple: if they can make the coffee instantly, they’ll get your money faster.

To combat the idea that instant won’t be as good as brewed coffee, they already have a slogan. “Via coffee. If you’re not a connoisseur, but still want to look pretentious.”

Starbucks wants to assure Via instant customers an equal coffee experience to their freshly brewed cup. To that end, they are training supermarket clerks to act like snobby, stuck-up baristas.