Today, Starbucks officially announced its instant coffee venture, and to mark the "paradigm-changing" occasion, CEO Howard Schultz pens a piece for the HuffPo: "There are numerous logical reasons: the significant size of the instant coffee market ($17B globally); the increasing mobility of consumers (imagine a cup of Starbucks VIA Ready Brew on a mountaintop); and, regardless of our ubiquity, that customers continue to tell us they want more Starbucks, and more ways and opportunities to enjoy it." And here we assumed that plunging sales meant that America wants less Starbucks. [HuffPo]
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