Gothamist
A non-profit newsroom, powered by WNYC.
Gothamist
Listen Live
Food
Starbucks Instant Coffee Instantly Hated by New York
By
John Del Signore
Published Sep 30, 2009
Modified Sep 30, 2009
Share
FacebookTwitterRedditEmail
Never miss a story
Email address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .
By
John Del Signore
Published Sep 30, 2009
Modified Sep 30, 2009
Share
FacebookTwitterRedditEmail
We rely on your support to make local news available to all
Make your contribution now and help Gothamist thrive in 2026. Donate today
Gothamist is funded by sponsors and member donations
Starbucks has just introduced "Via Ready Brew," their $1 instant coffee packet, and according to CEO Howard Schultz, "It took a lot of courage to say that even though instant coffee is the worst cup of coffee you can have, we are going to reinvent it." Only time will tell whether Schultz's courage is actually madness, but the instant reaction hasn't been too favorable. Though the company insists Via "completely replicates" a fresh-brewed cup, many customers have been blanched. One tells the Daily News simply, "It's bad," while another observed, "You can get a cup of coffee for $1 on every corner of New York City that tastes better than this. Maybe it's a product for people in other cities. I don't see it selling here."
Starbucks Gossip has the barista reaction to the rollout; the very first comment is probably our favorite: "I heard that we are suppose to get it wet and in their mouth and in their hands. Starbucks VIA, are you ready to brew?" And of course Nescafe sees this as nothing more than rank style-biting, and has launched an ad campaign declaring, "Imitation is Flattery. Charging 400% more, not so much."
Tagged
instant coffee
nyc
product
reaction
roll out
starbucks
taste
via
John Del Signore
Originally from the Albany area, John Del Signore has called NYC home since 1995. In addition to his thousands of meticulously-crafted bespoke blog posts for Gothamist, his writing has also been published in The Awl, Deadspin, The Nervous Breakdown, and performed at The Brick Theater in Brooklyn.
Read more
Gothamist is funded by sponsors and member donations
Gothamist is funded by sponsors and member donations
MORE food
Can opening a restaurant in a New York museum turn the food into a work of art?
These city institutions — including museums, galleries, and auction houses — are hoping customers will find a luxurious meal to be as appealing as the priceless works on the walls.
By
Joshua David Stein
Published Nov 4, 2026
Why NYC restaurants are playing coy about sustainability
Though it has multiple benefits, the practice remains popular for one basic reason: it saves money.
By
Samantha Dady
Food
Why NYC restaurants are playing coy about sustainability
Though it has multiple benefits, the practice remains popular for one basic reason: it saves money.
By
Samantha Dady
Where are the cheapest drinks in NYC? A new report details the city's average prices.
By
Hannah Frishberg
North African restaurants are rare in NYC. These 10 are the best.
By
Robert Sietsema
10 dishes that demonstrate the delicious diversity of curry in New York City
By
Robert Sietsema
Never miss a story
Catch up on the most important headlines with a roundup of essential NYC stories, delivered to your inbox daily.
Sign upEmail address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .