When a company can get away with charging upwards of $5 for a cup of coffee, the last thing you might expect from it would be discount coupons. Yet, Starbucks is offering exactly that — $1-off coupons — to customers willing to test the taste of the company‚Äôs new ‚Äúinstant VIA latte‚ÄĚ versus that made by its baristas. Whether this move is a cunning way to get more customers involved in a marketing survey, or the company‚Äôs way of handling a fading product line, isn‚Äôt clear at the moment. For investors who don‚Äôt care which it is, and just want $1 off of their Starbucks coffee, the ‚ÄúStarbucks VIA Latte Taste Challenge‚ÄĚ runs from today through Sunday, Jan. 19. For those who do care, Starbucks introduced the VIA line in an effort to break sales out of its stores and into supermarkets. But it doesn‚Äôt appear to need another new revenue stream, as revenues from the last quarter rose 13 percent to $3.8 billion. In this instance, it‚Äôs probably not the apocalypse.
Sign up to the Human Events newsletter