Far Coast is Toast


Image credit Graphicology

A year ago we posted about Coca-Cola opening a prototype store in Toronto for a new coffee chain concept, complete with bamboo floors, a fair trade coffee, cups with recycled content, biodegradable utensils and bamboo stir sticks. Some people thought it was great that Coke was trying to "do the right thing"; others thought that "global corporations will stop at nothing to capitalize on trends."

A year later, the results of the test are in; the store is closing. Now magazine says "the robot-brewed pods weren't fooling any coffee snobs. Coke's spokesperson says it is a "considered closing", part of their test marketing plans; apparently so was not paying any severance to their employees. That's the real thing for you.

Tags: Canada | Coffee | Fair Trade | Toronto

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