Coffee is an essential part of my life.
So sad, really. But I don’t have any other vices. What is someone who doesn’t smoke, drink or sell drugs supposed to do? I suppose I should invest in Fourbucks (Starbucks is such a misnomer, isn’t it?), but most of the time we just brew our own coffee at home. Since we work from home a lot, it’s easier to do that then travel to pay more, right?
Anyway, I got a free offer from Amora coffee to try out their product, just pay for shipping. What they heck, we are going to buy some coffee anyway, so I might as well have some shipped to me and delay a trip to the store. So I purchased Amora coffee.
Just a few days later, we got the Amora shipment. I have to admit, they made a nice presentation. The box had bright red paper filling, a pleasant looking package with the freshly ground coffee. Well, they say they grind it just before they send it. So it should at least be better than Farmer’s coffee (served at many diners). I have insider information that Farmer’s coffee can sit in their warehouse for years before being used. Anyway, that’s beside the point. The Amora box also had the usual promo materials explaining the company’s process with the coffee. So they got a pass on that part.
When it came to the price for getting more coffee, I was a bit shocked. To reorder, I’d be spending $12+ per 8 oz bag of ground coffee. And they send 4 bags! I can get 16 oz from Fresh and Easy around the corner for just over $7. So that’s a no brainer. I called to cancel any future shipments, and got another surprise. The lady on the phone offered to give me free shipping AND reduce the cost of the coffee by 3 dollars, bringing the cost to $9 per 8 oz bag. Still, not very good. Let me be clear, the coffee is just fine. We’ve been drinking it and there’s no complaints there. What I’m not happy about is the lack of transparency with their pricing.
Visit Amoracoffee.com and you’ll find that the prices aren’t listed. The ONLY option is to try their free offer, 4 . I assume that’s because they list different prices on pages not listed on the website navigation bar. I understand the need to be profitable, and I’m not expecting them to ship me free coffee. But don’t assume I’m too stupid to figure out covert pricing strategies. A quick Google search using the search term “amora coffee pricing” revealed a web page that lists the price as $9.95 per 8 oz bag! And you have to pay nearly $9 for shipping since they are sending 4 bags. I say a better strategy is either offer free shipping or don’t offer it, but don’t only offer it when I call to cancel.
To their credit, Amora’s offer includes a free metal coffee canister that looks nice, in the next auto-shipment. But when companies get into this kind of covert pricing strategy, how am I supposed to NOT wonder where else are they trying to pull the wool over my eyes? No thanks, I’ll just continue to get my coffee from Fresh and Easy. It didn’t taste THAT good that I’m going to spend 2X what I need for my morning joe. But really, it’s the secretive pricing that irks me. In my mind, that kind of strategy does more harm than good in the long run.