Background information
Starbucks has a culture of relentless focus and innovation. They are constantly pushing the boundaries of the existing industry landscape, introducing new flavors and roasts, so it is no surprise that most people believe they also produce instant coffee. However, this is not the case. As part of their focus on specialty quality, their policy of not serving pre-ground, pre-packaged or otherwise pre-manufactured coffee still stands.
Science and production
The main distinction between ‘instant’ and regular coffee is the production process. Generally, ‘instant’ coffee is made by taking regular brewed coffee and drying it through a process of spray-drying, freeze-drying, or vacuum-drying. This removes most of the moisture from the beans and creates a powder that can be reconstituted with hot water.
In contrast, regular coffee is made by taking some form of unground green coffee beans and roasting them. Roasting is a process where extreme heat is used to bring out the most desirable flavors from the selected coffee bean, often resulting in a much more complex flavor compared to the final taste of the ‘instant’ drink. Because of this, Starbucks chose to stay out of the ‘instant’ market entirely, believing that its customers are looking for a specialty coffee experience, not just a quick caffeine fix.
Varieties
Despite not offering an ‘instant’ option, Starbucks still has a large range of types of pre-ground and pre-packaged coffee variations, including things like VIA Instant Coffee and Discovery Flight.
VIA Instant is a type of micro-ground coffee made using a unique, patented process. Instead of the traditional spray-drying method, VIA uses a lower temperature process to grind the beans into a finer powder. The process is able to extract some of the properties from the beans that would not be accessible through traditional brewing or spray-drying methods, resulting in a more full-bodied and complex flavor.
The Discovery Flight options provide customers with an opportunity to sample several different coffees from the Starbucks range, ground to an exact consistency that makes them ideal for brewing. All of these options still require the customer to do their own grinding, brewing and packaging, making them a specialty option for home baristas.
Conclusion
In conclusion, Starbucks does not offer an ‘instant’ option. However they do provide customers with a range of exciting options, perfect for both baristas and people looking to enjoy a convenient caffeine fix.
Customer Perception
Despite this, there are still many Starbucks customers who are unsatisfied with the lack of an ‘instant’ option. Many feel that an ‘instant’ option would bring convenience and a more diverse range of capabilities to coffee.
Customers also feel that Starbucks has an obligation to produce an ‘instant’ coffee, as more and more competitors are entering the marketplace with their own versions. Starbucks has historically been a leader in the coffee industry, and customers believe it is time for them to step up and provide an ‘instant’ option that can keep up with the competition.
Expert Opinion
In response to customer feedback and desires, the industry experts have weighed in with their opinion. Most agree that an ‘instant’ option would undoubtedly be popular with customers, but the timing is off.
According to the majority of industry leaders, Starbucks is still in the process of refining their current range and expanding their customer base, which means there is no pressing need for an ‘instant’ option right now. However, they are open to the possibility of introducing one in the future if there is enough demand.
Healthy Alternatives
In response to increasing demand for healthier alternatives, Starbucks has also been developing a range of healthy instant coffee options. These are typically cold-brewed, allowing for a smoother flavor with less acidity compared to regular coffee. Starbucks believes that introducing options like this can provide customers with a healthier and more convenient caffeine fix.
The cold-brew process also increases the shelf-life of the final product, which means customers can enjoy the same fresh flavor in less time. This is a great option for those looking for an ‘instant’ caffeine fix.
Suggestions and Insights
Although Starbucks has no plans to produce an ‘instant’ coffee at this time, it is clear that customer demand is still there. It could be a good idea for Starbucks to explore the option of introducing an ‘instant’ coffee, as this could provide more variety and convenience to the customer base.
In addition, Starbucks could take advantage of the increasing interest in healthy alternatives and develop a cold-brewed ‘instant’ coffee option. This could provide customers with a more refreshing and healthier option that would appeal to a broader range of customers.
Ultimately, the decision to offer an ‘instant’ option is up to Starbucks’ discretion. While customers may still be unsatisfied by this lack of an ‘instant’ option, it is important to remember that Starbucks’ priority has always been to provide a specialty coffee experience with the highest quality beans available.
Customer Satisfaction
Regardless of their decision to stay out of the ‘instant’ market, customers continue to be impressed with Starbucks’ commitment to quality and innovation. Customers appreciate the company’s attention to detail and are happy to take advantage of the large range of specialty roasts and flavors available.
Starbucks has consistently received positive feedback from customers and industry analysts alike. Even without an ‘instant’ option, they appear to be doing something right, as they continue to remain one of the top coffee companies in the world.
Environmental Sustainability
In addition, Starbucks has also been focusing on their environmental impact in recent years. By investing in the development of renewable energy sources and working toward the goal of creating a waste-free future for their stores, Starbucks has been able to make significant progress in terms of sustainability.
Their commitment to sustainability has been widely praised, and it has been proven to have a positive effect on their customer satisfaction ratings. This is another area in which customers appreciate Starbucks’ dedication to quality and innovation, even in the absence of an ‘instant’ option.
Final Thoughts
Overall, Starbucks may not have an ‘instant’ coffee, but they still offer a range of exciting and innovative options that appeal to a wide range of customers. From the high-end specialty roasts to the healthier cold-brewed options, Starbucks can continue to delight customers without sacrificing their commitment to quality.
