Call me crazy but when is enough of premium coffee? They must know what they are doing but it really seems wierd that our business expansion efforts - that means adding jobs - seem to be in a pour and serve industry.
One thing it does do, however -- and I mean all this premium coffee -- it makes the stuff you buy at the store a.) cost more and b.) lowers the quality. Let me explain. There is only so much coffee (beans) grown in the world. The supply isn't ever expanding. The cheaper beans and all the lower quality stuff used to go into instant coffee (that is why it is bitter or doesn't taste like 'real' coffee - hey, I actually read up on this stuff). The more demand there is for the premium bean the higher that price goes and it is like a trainning effect...finally the caboose costs more too. More important,the good stuff is now in the retail market because that is where the demand is and what winds up on the shelves of the market is either what is left of the premium (at a really high price) or now the average or lower end stuff which used to reside in the middle of the train but now is near the tail end....but in the end do you want to really go hang out at Burger King for some premium coffee? Does that sound right to you?