Starbucks to Position Seattle’s Best to Compete Outside Coffee Shops

I’m backlogged on items I’ve wanted to post but just haven’t had time so expect a flurry of items the next couple days (if all works according to plan).

The first items if from a couple weeks ago and looks at the strategy Starbucks is using to expand its presence in many different areas without using (or damaging?) their premium Starbucks brand.  Instead they are going to position their Seattle’s Best brand as a player in supermarkets, fast-food outlets, convenience stores, and vending machines.

The article likens this to the strategy implemented successfully by Gap when they rolled out Old Navy.  Time will tell whether or not Starbucks is successful but at the very least it should answer critics that felt that they got lazy a couple years ago.  Fresh ideas at least show that Starbucks is trying some things out, which is something they have been criticized for not doing the past few years.

In a counterattack against its lower-priced fast-food rivals, Starbucks Corp. plans to roll out a second coffee brand.By autumn, Seattle’s Best Coffee—a former competitor Starbucks acquired seven years ago—will be sold in about 30,000 fast-food outlets, supermarkets and coffee houses, the company said. Currently, Seattle’s Best coffee and coffee beans are sold in the chain’s own shops inside nearly 500 Borders bookstores, as well as in about 2,500 supermarkets.

Corporate News: Starbucks  Targets Regular Joes — Firm to Offer Second Coffee Brand — Its Seattle’s Best — in Fast-Food Outlets, Supermarkets, Machines. Kevin Helliker. Wall Street Journal. (Eastern edition). New York, N.Y.: May 12, 2010. pg. B.3

• http://online.wsj.com/article/SB20001424052748703565804575238584204665378.html
• http://bit.ly/azLgzs