Starbucks: Juice Purveyor?
Starbucks has long been described as the McDonalds of coffee, but like McDonalds, it is branching out beyond its staple. McDonalds has breakfast, Espresso and salads. Starbucks is getting into Juice. Today's WSJ talks about Starbucks Evolution, a Naked Juice knock-off that will see itself as the first step in a non-coffee beverage line that will lead Starbucks in its own evolution. Through the article, Starbucks is laying out a vision of becoming a packaged goods brand in the grocery channel that will be as much a lifestyle brand as it will be a segment for all things coffee and as we see, maybe many things non-coffee.
The move also puts other providers of goods on notice; if we like your segment, we are going to create our own brand, or buy you out. Tea fit well, they buy Tazo. Naked Juice sells well; start selling Evolution. What else seems to do well that they should own?
At WSJ
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Posted by Scott Martin at November 11, 2011 9:05 AM
I prefer Conan O'Brien's take on the whole situation: "Starbucks announced plans to open a line of juice bars... Yeah, Starbucks said they would have done this years ago but it took them a while to figure out how to burn orange juice"
(Impersonating product creator)
"It still tastes too good... BURN IT!"
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