Jack In The Box Coffee

I almost thought this was a joke when I read it, but apparently the Jack In The Box fast food chain has followed in the footsteps of McDonald’s to offer more of a premium coffee.

According to the news report the coffee is a European roast consisting of 100% Arabica beans.  Of particular interest was this quote from QSR Magazine:

“Today’s consumers are more knowledgeable about coffee and have higher expectations,” says Tammy Bailey, division vice president of menu marketing for Jack In The Box Inc. “They want a brew that has a rich, complex flavor, which our new Bold Roast Coffee delivers.”

While I can appreciate the Jack In The Box corporate design to improve its offerings, did they really feel that their coffee was the first place they should focus on?  When I think about Jack In The Box the last thing that comes to mind is coffee.

It seems to be a growing trend to tap into the communal success that as much as I hate to admit it — Corporate Coffee (Starbucks, Etc.) has had on the public appreciation of coffee.

For an independent coffee house it would seem that there will be no relief.  It doesn’t matter if the coffee that these stores offer is any good, people are creatures of convenience.  If they think the coffee is premium, they will have even less of an incentive to stop in at the independent coffee house.

Its a frustrating trend to consider when you have a passion for coffee and coffee culture.   What do you think of this growing trend?  I’d love to hear your opinions.