12 Instant Starbucks coffees for $9.95 It's a double dose of pessimism: its a lot cheaper, and you drink it at home.
Disclosure: I have puts on Starbucks.
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Could you explain why SBUX's new Via line indicates a "double dose" of pessimism?
ReplyDeleteIt's cheaper, so it's a sign of the general deflationary trend.
ReplyDeleteSecond, instant coffee is made at home or the office. Going out for coffee may be something of a positive mood, whereas staying in.
While Via may be slightly bullish for Starbucks in that it fits changing tastes, those changes seem to be part of the overall negative swing in public mood.
I didn't think of it in a socionomic sense until I saw Instapundit's comment:
"THIS SEEMS LIKE SOME SORT OF PROFOUND CULTURAL SHIFT"