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  1. #1
    Join Date
    Apr 2006
    Location
    East Coast
    Posts
    18

    Default Starbucks Energy?

    Schultz says, "We're entering the energy category," but he declined to be more specific.

    Starbucks going back to grinding beans - USATODAY.com

  2. #2
    Join Date
    Feb 2008
    Posts
    112

    Default

    i heard about this from the pepsi guy, but he was very vague

  3. #3

    Default

    Doesn't coffee give you enough energy already?

  4. #4
    Join Date
    Feb 2008
    Posts
    112

    Default

    Apparetly not....Monster and Rockstar got them too. They seem to be doing very well too

  5. #5
    Join Date
    Apr 2006
    Location
    East Coast
    Posts
    18

    Default

    Can't help but think this is good for the category ... pushing EDs even more mainstream and attracting customers who previously stayed arm's length. Am I wrong?

    Not trying to speak too soon, though... more thoughts welcome.

  6. #6
    Join Date
    Jul 2004
    Location
    Jupiter, Florida, United States
    Posts
    1,575

    Default

    Logic, for what its worth in the beverage industry, dictates that if Starbucks is/was to bring in an established energy brand it would be a Pepsi product. The cross marketing of Starbucks Espresso shot with Pepsi more than likely suggest a relationship already exist to move forward with an energy drink.
    My take is that anyone who routinely goes into a starbucks and buys a Grande coffee and then switches to an AMP is backing up. Furthermore, would Starbucks be competitive in pricing. What about the risk of turning on customers to new products that they can get elsewhere cheaper?


    I further think that Howard Shultz may be denying the fact that a $3 + cup of coffee may be one of the first things a consumer drops when money gets tight. Why pay $3+ for a cup of coffee that I can make at home for pennies???? Then I can dress it up with whatever I like. ( Although I am an old fashioned "black" coffee drinker).
    The mortgage payment is set, the car payment is set, the utility bills, phone, insurance, etc are pretty much set on a monthly basis. Of course the consumer is going to cut costs where it is easiest and most expedient on the bottom line.
    Last edited by greg; 03-21-2008 at 09:25 AM.
    Whether you think can or think you can\'t, you\'re probably right!

  7. #7
    Join Date
    May 2005
    Location
    Chicago,IL
    Posts
    4,552

    Default

    Some so called luxuries even expensive coffee from
    Starbucks can and do have inelastic demand curves.

    Demand Curves
    Don't worry, be happy. Meher Baba

  8. #8
    Join Date
    Jul 2004
    Location
    Jupiter, Florida, United States
    Posts
    1,575

    Default

    Quote Originally Posted by Mr Zabe View Post
    Some so called luxuries even expensive coffee from
    Starbucks can and do have inelastic demand curves.

    Demand Curves


    A "Curve" nonetheless!
    Whether you think can or think you can\'t, you\'re probably right!

  9. #9

    Default

    Eh, i really don't think they need to do this, don't they already have a triple shot expresso or something?

  10. #10
    Join Date
    Jun 2000
    Location
    San Ramon, Ca, USA
    Posts
    1,549

    Default

    15 or 16 oz energy/coffee can designed to go after, and stop Monster and Rockstar coffee energy drinks. The starbucks brand has a dominant hold on the bottled RTD coffee market, and no doubt wants to keep that hold.

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