0 Comments
Business journalist Jill Bennett interviews Howard Schultz, chairman, president and CEO of Starbucks Coffee, to discuss the company's industry, strategy, financials and positioning. The video is posted as part of Nasdaq's CEO Signature Series. Click here to view the video (registration is required).
 
In the video, Schultz discusses Starbucks' recent launch of its instant coffee product, Via.
 
"It's hard for me to believe that almost after a 20-year journey of literally trying to crack the technology code of replicating the taste of Starbucks coffee, that we have literally done that," he said in the interview. "Believe it or not, you put this powder in a cup of coffee and we believe that most people will not be able to tell the difference."
 
Schultz said the company will need to change consumer behavior in regard to instant coffee because the quality of most is "pretty bad." However, the product will increase buying behavior among current Starbucks customers and even non-Starbucks customers who can't get quality coffee where they live, he said.
 
In North America, Via will be sold at Starbucks locations and at specialty retail chains such as REI and Target.
 
He also goes on to discuss the company's iPhone app and other business strategies the chain is looking to implement such as mobile payments, which he said the company is currently testing.

Related Content

Reader Comments

Add a Comment

We welcome your thoughtful comments. All comments will display your real name.

Want to participate in the discussion?

Or log in for complete access.

  • Clear
  • Post
Be the first to post a comment for this story.
Products & Services

Solutions

http://global.networldalliance.com/new/images/products/4551.png

4551/Solutions

Custom and Dimensional Interior Signage

http://global.networldalliance.com/new/images/products/4146.png

4146/Custom-and-Dimensional-Interior-Signage

Labor Analytics

http://global.networldalliance.com/new/images/products/1863.png

1863/Labor-Analytics

On-Demand Digital Print Center

http://global.networldalliance.com/new/images/products/4496.png

4496/On-Demand-Digital-Print-Center

Digital Signage

http://global.networldalliance.com/new/images/products/4756.png

4756/Digital-Signage

SmartCash Networked Intelligent Safe

http://global.networldalliance.com/new/images/products/4721.png

4721/SmartCash-Networked-Intelligent-Safe

Hiring

http://global.networldalliance.com/new/images/products/1860.png

1860/Hiring

Kronos Time and Attendance

http://global.networldalliance.com/new/images/products/1855.png

1855/Kronos-Time-and-Attendance

RoninCast® Software

http://global.networldalliance.com/new/images/products/4754.png

4754/RoninCast-Software

Digital Menu Board Content - Design

http://global.networldalliance.com/new/images/products/4141.png

4141/Digital-Menu-Board-Content-Design

Fast Casual Executive Summit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.
Infographic: Top 12 Benefits of Digital Menu Boards