Trenta, the new 1 litre size drinks in Starbucks!

by Chee Leng
(Singapore)

Starbucks is launching what is known as the Trenta size, it is going to be their biggest coffee cup size and it holds 917 ml of cuppa.

Add in with some pour volume, and you are looking at a one liter or 31 ounce cup. This is much more than two cans of Coca Cola (330 ml), so you can say that it is huge!

It is probably the "up-size" culture in US that folks just want it bigger and bigger. Business wise, it makes perfect sense for Starbucks track.

It can be use as a promotional tool, i.e. get Trenta at no extra cost.

It is a new product range without any invest in R&D.

It provides a platform as a thing for them to shout about.

Since their instant coffee via, Starbucks have been pretty quiet on new products, and shareholders hate quiet moments, Wall streets would rate negatively without new products -thus Trenta to the rescue.

Lastly, my thought is this, most people stays in a starbucks outlet for at least 30 minutes. Simply by increasing their drink size and charging slightly more, Starbucks should be seeing great improvement to their per square feet turn over.

Anyway, I am looking forward to having a bigger cup of iced coffee at a few cents more, wouldn't you?