Take that Venti Mocha Latte.

Coffee is big business in New York City. McDonald’s has the McCafé. Starbucks, in an attempt to resuscitate its brand, introduced Pikes Place and even an instant brew named VIA. Dunkin’ Donuts sells a popular cup of joe, as does new-to-the-city Tim Hortons. Gourmet restaurants sell their own upscale blends. And, of course, food carts of every ilk and ethnicity help keep New Yorkers caffeinated.

But New Yorkers haven’t seen anything like Subway’s latest entry into the coffee category: COFEE. That’s right, COFEE. Hnyc assumes this special blend is pronounced ko-fee, as in “Former Secretary of the United Nations Kofi Annan is giving a speech at the 92nd Street Y.” Or, “My landlord found out my girlfriend moved into my apartment, and she had to pay a co-fee, which is just bullshit.”

So when you find yourself chasing the brown caffeine dragon, save yourself some money and head straight for a COFEE at Subway. Samples are free, and we hear it is a favorite of Jared Fogle, who is very much alive and well. Starbucks instant coffee, on the other hand, may not be as fortunate.

What were they thinking?