Starbucks’ foray into coffee shops is in full swing.
The company is opening the first Starbucks-owned coffee shop in New York City, as well as locations in California and Washington, D.C. In an attempt to counter its “beef” reputation, the company is launching a new coffee drink called Starbucks-Beep, which has a very similar flavor profile to the coffee drink its founder, the late Joe Biden, used to drink.
“The Beep coffee drink is made with coffee from Starbucks-exclusive farms, using a blend of roasted beans from the company’s most popular coffeesmiths,” according to a press release.
Starbucks-branded drinks are also being made with “premium” coffee from other coffee roasters, according to the company.
“Starbucks-branded” drinks are “premier” coffee.
“We want to make coffee that people can afford,” CEO Howard Schultz told reporters in New Jersey in February.
“Our customers want a high-quality product.”
Schultz and his team at Starbucks have been spending billions of dollars on marketing the Beep as the “ultimate caffeinated beverage,” and have been using its logo to advertise it on Starbucks cups.
But there’s one problem with the Beeps branding: Starbucks isn’t actually making any of the coffee.
In fact, there’s not even any coffee in the company to begin with.
Instead, the beverage is a combination of other Starbucks-produced beverages, including the coffee itself, and Starbucks-grown ingredients.
“In reality, the real reason Starbucks is making the Beopep is to sell the coffee,” The Verge wrote.
“It’s just a way to advertise a coffee that they already have.”
That’s not a bad marketing strategy.
Starbucks has been trying to sell its coffee to consumers in recent years.
In a recent promotional video, Schultz described it as a “super premium” drink, with a “high caffeine content,” that is made “with the finest ingredients available” and has “no added sugar, flavors or preservatives.”
“There’s no way to compare the Beppies to other coffees,” the marketing video says.
“But you can’t tell the difference between them.
They’re the same stuff.
We just put a little bit of something else in the middle.”
In an effort to differentiate the coffee from the drinks on store shelves, Starbucks is marketing it as the only “premiere” beverage.
But it’s not just coffee that Starbucks is selling to the public as the Be-ep, it’s the “premial” beverages as well.
Starbucks, which is the fourth largest coffee company in the world, is not only trying to market the BePep to the general public, but to the rest of the world as well, according the report.
The Be-eps “can’t compete with the premium coffees made by Starbucks,” according the article.
Starbucks is also trying to get more people to drink coffee at home.
“With the Bepep, you’re not only getting the premium coffee, you’ll also be getting a lot of the caffeine that you’re going to love from the coffee that you’ve been drinking,” the company told the Times of India.
“You’re going back to where you were, back to the time when the average person didn’t have to drive to work and get home,” Starbucks marketing director, Scott M. Oberg, told the paper.
The beverage is “not a substitute for coffee,” but it can be paired with it to make the drink taste even better.
Starbucks plans to offer both Beep drinks in select Starbucks stores, including locations in the U.S. and in Australia, and in a “special edition” coffee drink, the Times reported.
And there’s no reason to think that people won’t want to try the Beappep at home either.
According to the Times, the drink “can be enjoyed as a treat or as a coffee beverage.”
The drinks have a similar taste profile to coffee drinks made by other coffee makers, such as the beans, the caffeine, and the sugar.
And, of course, the coffee is all roasted in-house.
“So you’re getting something that’s not made in a coffee shop,” Schultz told The Verge.
“There are no middlemen.
And it’s a great product.”