There are reasons to hatred Keurig, and they have zero to do with politics
Political events in a final few days have brought a spotlight around to Keurig coffee. We’re talking, of course, about Keurig’s preference to lift a commercials from Sean Hannity’s Fox News uncover after Hannity shielded Roy Moore, a Republican claimant for U.S. Senate from Alabama, opposite allegations that Moore pursued regretful relations with underage girls 40 years ago.
As my co-worker Stephen Battaglio reports, Keurig’s pierce annoyed Hannity fans to ostentatiously destroy their machines, that cost $100 or more. They’ve been posting videos on amicable media display them tossing a inclination from their balconies, etc., etc.
Hannity speedy a protests, tweeting, “Deplorable friends, we am shopping 500 coffee makers tomorrow to give away!! Details on radio and TV. Hint; best videos!!” Hannity after corroborated off, after Keurig pronounced that a promotion preference wasn’t meant to paint a domestic stand.
But a law is that many coffee lovers trust Keurig and identical one-cup coffee pod machines should be eradicated from a face of a Earth for a opposite reason: They make terrible coffee. I’ve motionless to post my possess archived mainstay on a topic, initial published Mar 19, 2014, underneath a headline: “Painfully common coffee — for usually $50 a pound!”
Full disclosure: We would never concede a Keurig coffee builder in a house, that is versed with 3 coffee-making inclination in full revolution — a Zojirushi involuntary drip, a Rancilio Silvia espresso appurtenance and an Aeropress. The 2014 mainstay appears in a entirety below.
Much about a art and scholarship of a consumer market is mysterious, though nothing’s foreigner than a ostensible recognition of those coffee-pod brewing contraptions sole underneath code names such as Keurig.
Here’s what’s bizarre about them: First — vocalization with a management of a coffee advocate with my possess genuine Italian espresso appurtenance during home — a coffee they make is horrible. Second, it’s ridiculously expensive.
Keurig uses cosmetic and foil pods filled with about 10 grams of belligerent coffee any (some are less, some “bold” brews are a small more), that are placed in a brewing device, automatically pierced with a needle, and flooded with prohibited water. The coffee-making routine is mess-free. That’s a good news, though once you’ve pronounced that you’ve pronounced everything. The outcome is typically a insipid decoction of brownish-red prohibited water. The pods are rejected after a singular brew, formulating a disgusting volume of non-recyclable wrapping waste.
Keurig’s single-serve pods, or K-Cups, sell on a website in packs of 24 for about $16.50. That’s about $30 per bruise of coffee; a cost for some blends protected from Starbucks can proceed $50 per pound.
For comparison, during Peet’s we can get a bruise of top-flight uninformed Italian or French fry for $15. For a same sum, Keurig will sell we half a bruise of Folgers, that we can find in canisters during Walmart for rebate than 5 bucks per pound.
How do we spell “sucker”?
We’re witnessing, of course, an ancient pretence in consumer marketing: Slice a folly thinner, and we can assign most some-more per slice. A crony of cave once calculated, formed on a cost of a cosmetic box of Tic-Tacs, that he was spending a homogeneous of $16 for a bruise of sugar. (A 5-pound pouch of tender sugarine during Walmart: $2.62.)
Vermont-based Keurig Green Mountain knows that consumer acceptance of a cost coffee pods is staid on a blade edge. This became generally transparent after pivotal patents on a K-Cups lapsed in 2012. Unlicensed companies jumped into a K-Cup market, and refillable K-Cups even appeared, permitting we to ladle bulk Folgers into a small basket and decoction your brownish-red H2O on a cheap.
Keurig’s latest plan is to use record to solidify out competitors. According to Chief Executive Brian Kelley’s matter on a new gain discussion call, a Keurig 2.0 brewing machines will use “interactive technology” to accept usually Keurig-approved pods. Think of it as DRM for coffee.
The idea, a association said, is to safeguard a complement produces “excellent peculiarity beverages, (to) furnish simply and consistently each brew, each time.”
It also pronounced it would hurl out a new record in a “consumer friendly” way. Why doubt them? They’ve got millions of business already desiring their coffee is good; to get that knowledge “consistently” should greatfully a Keurig true no end.
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