Aggressive marketing strategy by Keurig ultimately fails
February 6, 2015
Chances are, you’ve probably used a Keurig machine at some point in your life. Late last fall, Keurig announced their new “Keurig 2.0” that boasted the ability to brew a single cup or an entire pot. The new pods would have barcodes—apparently based on anti-counterfeiting technology from the U.S> Mint—in them that would “tell” the machine what size and what temperature to brew the cup at.
Unfortunately, a less-publicized feature was also added into these cups, “legitimizing” them as actual K-Cups. Thus, the Keurig 2.0 will refuse to brew any cup that is not embedded with this barcode. This means that any third party cup maker has had their product rendered obsolete to the new machines, including the refillable mesh pods that you could put any kind of ground coffee into. This even includes older brandname K-Cups as they were manufactured before the barcode, posing a major problem for consumers who purchase in bulk.
While Keurig has attempted to boost their sales in this way, it has ultimately backfired upon them with sales decreasing by 12% in the last quarter and being publicly flamed on sites such as Amazon. One Amazon review states “It’s a gimmick…and not even a very good one at that. Keurig is trying to dominate the K-cup market and whoever buys this machine will be sucked right into it.”
Fortunately for consumers, people are already finding ways around this. One third party has produced a barcode cover—that they are giving away for free—that will apparently “fake out” the Keurig 2.0 so that it brews your cup anyways. This cover is called the Freedom Clip, which sounds like a very American weapons manufacturer, but nevertheless could be the product that saves Keurig from their own demise.