Post #373662 by Limbo Lizard on Mon, Apr 14, 2008 1:51 PM

I agree that if, in order to handle high-volume service and protect trade secrets, your create your OWN mix, you've got no problem. And that's what he did. It's only a problem when you are at the mercy of someone else's product, over which you have no control. And that's us.

For marketing food/drink products, the Trader Vic's brand name has value because of a reputation for quality, for the image it evokes, and for its history. It took years to build the reputation, but they're losing it quickly. Maybe they've lost interest in the products for retail, so they're selling the use of the name to someone who wants to make a quick buck. Or maybe they somehow just don't realize how bad the new stuff is. But it's a shame, because they are seriously degrading the value of their brand name. The first page of results in an internet search for "Trader Vic's, drink mix", or similar, will turn up multiple hits on Tiki Central, none of it very positive.

I sure wish someone at TV corporate would realize that it's a problem, and restore the original formulations, while the brand name still has enough value to be worth protecting. (gripe, gripe, gripe)