Starbucks Targets Its Haters With Seattle's Best Brand

Starbucks knows that not everyone wants its coffee...but that isn't going to stop the chain from trying. Business Week reports that Seattle's Best Coffee, a small coffee brand that Starbucks purchased eight years ago, is growing "as a middle-market offering for folks who wouldn't be caught dead at a Starbucks."

Starbucks hopes to target those that drink generic coffee and "may be enticed by a premium brand minus Starbucks's class statement."

Rather than featuring "stereotypical coffee scenes" on the bags such as steaming mugs or cats in the window, the brand has five different brews, simply numbered from one ("for those who like to stare up at the blue sky, then drink it") to five ("courage and confidence to add to your own") in order of light to dark.

Seattle's Best currently has 325 cafes and is served in over 50,000 locations, a 12-fold increase from last year. The goal is to eventually reach a revenue of $1 billion and to get there expect to see Seattle's Best Coffee on board all of Delta's flights, on the Royal Caribbean cruise liner and at Subway and Burger King locations around the country.

Comments

[Imzadi]

07:41 AM on 05/06/2011

I'm so glad there is an alternative in my part of the country. "Caribou Coffee" is as ubiquitous here as any Stabucks. In fact, they are usually on the same block and in plentiful supply. The coffee is better and the ambiance is better, not to mention no snob appeal.

[cameron d]

11:34 PM on 05/05/2011

I used to be a Starbucks hater. Then I just decided no other readily available coffee place was giving me a large, strong as hell, regular coffee for $2.20.

[Mom of 5]

10:29 PM on 05/04/2011

Where's my Javanilla? Oh well thank the powers that be for Green Mountain Coffee. I used to switch off but now I will be Green Mountain every morning. The kids love the smell of it brewing too. I guess change can be good.

[RevSpaminator]

09:12 PM on 05/04/2011

I never cared too much for Seattle's Beast, even when it was trying to compete with Starbucks. As far as I'm concerned, the best coffee is still B&B in Oly.

[Highentology]

04:17 PM on 05/04/2011

so basically it's buy GMC and not Chevy?

[Brent Leatherman]

01:04 PM on 05/04/2011

Seattle's Best was a nice chain of shops, until $tarbuck$ bought it. Now, I don't buy SB either.

[lemmyk73]

12:26 PM on 05/04/2011

No sale. The best store bought coffee is Newman's Own or Eight O'Clock.

Worst is Dunkin Donuts.

[Phoebe917]

01:00 PM on 05/04/2011

i have never understood people who pay way too much for "gourmet" coffee. my husband *has* to have his iced coffee from starbucks every day. back when i drank coffee at work, i was just fine with the sludge that the coffee maker put out. never pretended to be nor will i be, a coffee snob. we drank it get to get a jolt of caffeine so we could stay alert for 12 hours.

[Angelong]

01:33 PM on 05/04/2011

I would NEVER drink the cheap sludge they have at my office. The smell makes me physically ill.
My dad worked at Hotpoint when they developed the first percolater. They determined at 8 minutes old the coffee should be tossed because of the unflavorable oils the beans/grounds releases. Burning coffee (sitting on the heating element on the coffee pot) also destroys flavor. Try some good fresh coffee. You too may develop a taste.
The best coffee--espresso. Surprisingly less caffeine than a regular cup of coffee. The amount of caffeine is determined by the length of time the water and the bean (or grounds) are in contact. With espresso the water is forced through by pressure, cutting down on contact -- hence--caffeine. Ever wonder why most europeons can drink espresso right before bedtime? No mystery if you understand these principles.
I wish you the best.

[anytimecowboy]

11:35 AM on 05/04/2011

Starbucks has a great business model. $8.00 and 8oo calories per cup. My coffee at home is less than 100 cal and about 25 cents.

[jojo2]

10:38 AM on 05/04/2011

Thanks for the warning...

[rekk]

09:54 AM on 05/04/2011

I hate the ubiquitousness of Starbucks. There's one outside of EVERY subway stop in Manhattan

[emmeaki]

10:43 PM on 05/04/2011

And there's another one across the street or down the block from each one too!

[steves1709]

08:47 AM on 05/04/2011

"as a middle-market offering for folks who wouldn't be caught dead at a Starbucks." Translation: We're selling coffee at a slightly lower price to reign in customers that don't want to pay S'Bucks prices or yuppie influence.

[Donns]

07:37 AM on 05/04/2011

I remember the recent video of the rat on the back counter. Rats like coffee too.

[DrJohnnySkeptic]

07:32 AM on 05/04/2011

I miss The Coffee Connection in Harvard Square from the 90s - I used to go there all the time. The coffee was excellent, with a comfortable ambiance in which to hang out, and everything was relatively inexpensive. Unfortunately, that was before they were bought out by Starsucks.

Now when you go into the same space, you get burnt coffee, loud music, "baristas" who don't know what the heck they are doing, and overpriced items. In fact, there was one near my father's house that I went to and they charged me different prices each time I went.

I'll make my own coffee at home, thank you. It's better than any swill I'll get there anyway.

[xstevejx]

07:26 AM on 05/04/2011

I don't normally buy plain coffee, but do get a mocha fix on occasion. I have no problem buying those from Starbucks out of convenience, but it doesn't hold a candle to my favorite place for one in Seattle...Vivace! Now that's a drink that is definitely worth ~$3.50....and I always feel badly about putting a lid over the pretty design a real one should have.

[ndem]

04:36 AM on 05/04/2011

I hate chains! I miss the old Starbucks from 1990! I miss the old wooden floor and really good coffee!