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April 28, 2009


Frank Piller

@ Kamini and Matt: Sorry, I have no information on this, please contact Coca Cola directly.


i am from india mumbai we are running flavored soda business we have 6&12 fla. machine pl send me qutation of FREESTYAL dispencer

Matt Moor

Who was the original design company that designed the cartirdge system??


the company that designed and built the machine that made the cartridge was sent to the wall by the company that coka employed to make them so it is very doubtful that it will be as successful as hoped,also a major fast food outlet is all ready signed up


This is a really cool "why haven't they done this before" kind of idea. As for burden of choice, they could simply have a "Top 6" feature on the big buttons, and then offer customization to those who want it.

Scott Killian

Beyond the burden of choice (which I agree is a likely issue here), one upside to this approach is consistency of product. So many of these alternative flavors depend on subtle differences or tweaks to an already familiar product. This concept would seem to ensure the correct ratio of flavors and help coke to develop a more consistent product line in general. As it is now with the traditional soda dispenser machine, most sodas taste subtly different from one location to another.

Steve Giddings

Great post. Yes "choice" is perceived as being critical to consumers, but the reality is that this may be more about having the "freedom to choose" than the "actual use of the freedom". We operate coffee vending machines and despite offering many choices of drink (which is ALWAYS a KEY selling point), we know that there are very few vends of the more "exotic" drinks like an espresso with a shot of chocolate. So, nice to have, but not often used...

The same goes when you change the pricing to cover the increased cost of supplying wider choice (e.g. costs of holding more stock; manufacturing lower volume items etc) - we find fewer vends. I wonder if the price of the new Coca Cola drinks will increase...if so, it's going to be interesting to see if demand shifts.

So you are right on the money to ask about the paradox of choice!

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