I like: Costa Coffee: buttons are for trousers not coffee machines

I stepped out for lunch and picked up a sandwich at Costa Coffee. I went to the counter and noticed these badges that they kept at the counter.

Costa Coffee button


Its a really smart message. Starbucks is stretching itself to instant coffee and coffee machines in offices and budget coffee providers like the McDonald’s McCafe and Krispy Kreme often use a glorified coffee machine to provide their lattes and cappuccinos. This is a low budget way to make the point and get the blue ocean space between competitors  and its own gourmet coffee.

One Reply to “I like: Costa Coffee: buttons are for trousers not coffee machines”

  1. Costa Coffee definitely takes the ‘challenger brand’ approach towards Starbucks. I’ve noticed the company’s ads say something blatant like “In tests people prefer our coffee over Starbuck’s” or words to that effect.

Comments are closed.