Keurig has 30% operating margins. That’s better than Google. And it’s a $3.5-4bn business. If you could work out how to do that with chopped fruit instead of ground coffee, yes, that would be worth something.https://twitter.com/benkepes/status/1178381003800268800 …
I can't believe people drink Keurig instead of making their own drip coffee from whole beans, which is about half of the cost per cup and is actually delicious as opposed to terrible
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People also buy microwave pasta.
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that doesn't make it OK
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You could ask the same question for tea bags versus loose tea leaves, canned fruit and veggie versus freshly cut, bottled water versus filtered tap water etc.
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Sometimes convenience is an issue (e.g. consuming fresh fruit is logistically difficult) but in most cases the better option is as convenient if not more compared to the manufactured-consumption option. Most likely the answer here is the power of marketing.
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You are underrating and undervaluing ‘convenience’ and ‘ease of use’. In my opinion, Keurig being extremely easy to operate carries an undeniable appeal amongst the millennials and the coffee it brews isn’t bad, if not the best!
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Why do people drive when they can walk? Why buy food when you can grow it? Why have potable water when you can go to the river yourself?
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Coffee connoisseurs have made coffee making into something mythical and alchemical instead of a simple organic extraction process involving water and ground coffee beans. First you drill the fear of screwing up the process into the consumer, then you sell fool proof solutions.
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Drip coffee doesn't work single serve
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