In the aims to provide customers with a consistent, quality cup of coffee that is equal to what is severed in stores, Starbucks has been producing single cup coffee products. As customers call for the ability to craft rich and flavorful cups of their favorite coffee at home with just the press of a button, Starbucks has delivered with their limited selection of single cup coffee. In an attempt to build their brand, enter consumer’s homes, and be in their head morning through night, Starbucks is hoping to build a base of repeat customers with their single use product line. Although the quality is not exactly the same, Starbucks single cup coffee
delivers reliable rich flavor that is convenient to make and won’t waste any coffee, all without having to leave your kitchen.
Starbucks Extends Contract with Green Mountain Coffee
Although in the past year Starbucks has produced their own coffee maker, the Verismo, they have extended their contract with Green Mountain Coffee
to continue producing Starbucks coffee in the popular K-Cup format. Many K-cup customers thought they would never see their favorite Starbucks single cup coffee ever again since it seemed to pose a threat to Starbuck’s new machine. Yet Starbuck’s upper level management felt that extending their contract with Green Mountain would be a win-win-win for both companies, and for coffee consumers around the world. As part of this new agreement Starbucks will add more single cup coffee for Keurig machines including Seattle’s Best
, Torrefazione, Teavana, and Starbucks Coca brands. In the past year, the single cup coffee segment has grown nine times faster than the overall coffee category during the past year, and Starbucks hopes to strengthen its leadership position in this industry.