Starbucks Pushes Coffee For People Who Hate Starbucks


Starbucks is trying to turn Seattle’s Best Coffee, which it acquired eight years ago, into a $1 billion company by marketing it to people who think Starbucks is too elitist. The revamped line comes in five blends, which are labeled simply 1 through 5, from mildest to strongest. The company has started selling Seattle’s Best in AMC cinemas, Delta Air Lines, Burger King, Subway, and vending machines in offices, hospitals, and college campuses. The hope is that the brand will attract people who are currently drinking no-name coffees, and haven’t realized that buying Seattle’s Best means their money is supporting the propagation of grande triple soy sugar-free vanilla lattes.

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