Is Starbucks Bailing on Green Mountain?
Sep 27th 2012 9:11PM
Updated Sep 27th 2012 9:18PM
Now there's a surprising sale on Starbucks K-Cups.
Between now and Sunday, Starbucks will be selling two of its 12-count K-Cup boxes for the price of one.
The in-store promotion is an intriguing move. Starbucks inked a deal with Green Mountain last year to make it the exclusive brand of "super-premium" K-Cups. Is this surprising sale that makes Starbucks K-Cups temporarily cheaper than most of the lesser K-Cup brands a move to clear out inventory ahead of the Verismo in-store rollout? Is this a reaction to the incoming deluge of cheaper K-Cups from private-label specialists now that Green Mountain's patents have run out?
The timing is still odd. Starbucks is trying to drum up interest in its Verismo machine, and the pricey pods that provide single servings of espresso, latte, and brewed coffee. Starbucks has argued that the vast majority of its customers do not own a Keurig or any of the more expensive one-cup brewers. Isn't it communicating -- through this four-day sale -- that Keurig is a better deal than its own Verismo?
Sure, Keurig machines don't make the fancy espresso and caffe latte beverages that Starbucks customers -- and Verismo buyers -- crave. However, the expiration of the two primary K-Cup patents earlier this month may be a mixed blessing for Green Mountain if its widens the divide between the cost of K-Cups and the pricier pods being used in espresso-centric machines.
We will see how this all plays out.
Starbucks has a multiyear deal in place to support Keurig and even the recent Keurig VUE. It remains to be seen if Starbucks will support the next Green Mountain machine, a Verismo-like platform made in cahoots with Italy's Lavazza. However, it will be interesting to see the kind of in-store support that Keurig will be getting once Verismo machines and pods hit actual Starbucks stores.
Dunkin' Brands (NAS: DNKN) has no problem selling its own K-Cups at its Dunkin' Donuts shops, but Dunkin' doesn't seem to have an interest in following Starbucks into brewing hardware and ecosystems.
Starbucks will undoubtedly grow as a retail environment as Verismo picks up steam, but where will that leave support for Green Mountain's K-Cup ecosystem? Let's see what Starbucks has up its sleeve after this week's BOGO offer.
Brew ha ha
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The article Is Starbucks Bailing on Green Mountain? originally appeared on Fool.com.The Motley Fool owns shares of Starbucks. Motley Fool newsletter services have recommended buying shares of Starbucks and Green Mountain Coffee Roasters. Motley Fool newsletter services have recommended creating a bear put spread position in Green Mountain Coffee Roasters and writing covered calls on Starbucks. The Motley Fool has a disclosure policy. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. Try any of our Foolish newsletter services free for 30 days.Longtime Fool contributor Rick Munarriz calls them as he brews them. He does not own shares in any of the stocks in this story, except for Green Mountain. Rick is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early.
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