Starbucks via instant coffee is launching in Japan

by chee leng
(singapore)

Within this month, you would be able to purchase starbucks instant coffee via via Japan Starbucks. This seems to be a good move, allowing the Japanese consumers to enjoy starbucks coffee at half the price in the comfort of their home.

But, if you think about it, it is really a wise move? Instant coffee have traditionally being the territory of very big and international company such as Nestle with their Nescafe.

By moving into this territory and in a bid to wrestle some market share, resources have to be invested. The question is the resources that Starbucks is going to invest in, it is worth the while?

Would they not be better off spending this money on their own capability like outlets and gourmet coffee?

I do not have the answer, and I am of course looking forward to trying this coffee and how being totally 100% arabica would make a difference on the coffee.

Hope they come to Singapore soon, or maybe SIngapore Starbucks can ship some instant coffee over...