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

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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.