@CostaCoffee: 99 per cent average?

Costa: Only 1%I love Costa’s coffee – darker, richer, stronger in my opinion than Starbuck’s sweet and insipid brews.  However, I struggled all through my cappuccino and croissant with this sign:

“Our unique blend perfected over 40 years uses only 1% of the world’s finest beans.”

By a strictly grammatical reading, this can only be a proudly conservationist claim: of all the world’s stock of finest coffee beans, Costa uses only 1 per cent.  Therefore, if finest coffee beans become extinct, don’t blame us.

Presumably they really mean that their blend of coffee contains 1% finest beans and 99% rather more quotidian beans.  That’s a bit strange.

Or maybe they should have a quiet word with their copy writer, proof-reader and marketing team.


About Andrew Munro

An independent business consultant, interim manager and writer, Andrew operates through his company, Burning Pine Ltd (http://burningpine.com).
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