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Starbucks rolls out Via instant Joe

Published 03/03/2009, Associated Press

CHICAGO — Alongside its flashy array of triple espressos, foamy cappuccinos and half-caff extra-hot flavored lattes, Starbucks Corp. unveiled its newest coffee drink Tuesday: a cup of average, instant Joe served up for the equally proletarian price of about a dollar a cup. Hoping to convince recession-shocked customers to return to the brand that’s spent years cultivating coffee connoisseurs, Starbucks is at first offering instant coffee only in Chicago and the chain’s home base of Seattle.

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