Starbucks Coffee Company - IMCEA Conference, San Antonio, TX July 19th 2012
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Starbucks Coffee Company IMCEA Conference, San Antonio, TX July 19th 2012
USAF Rickenbacker’s WPS
Starbucks has
great momentum
and is evolving
to better reach consumers
beyond our stores
3
OUR GOAL IS TO EXTEND THE STARBUCKS EXPERIENCE
TO THE 2ND PLACE AROUND THE GLOBE.
Direct Emotional Engagement
(Through our partners, online and loyalty programs)
Retail CPG/Foodservice
Starbucks Strategy Evolution in Foodservice
Our ambition is to reach consumers beyond our stores –
serving consumers at home, work and on the go.
This strategic evolution will include the overall brand
expression. We introduced a major logo change one year
ago:
• The siren is the focus, emphasizing our heritage and
supporting growth beyond coffee.
1971 1987-1992 1992-2010 2011
5
Digital Success
Authentic connections
38M 3.6B 8.8M
Global Fans Check-ins on
Impressions on
18M New Fans in FY11 foursquare and
Facebook
95% Growth Facebook Places
1.7M $70M
Twitter Followers Loaded Through
42% Growth Mobile
6
Starbucks Coffee Company – 2011 Statistics
Retail Store Footprint – 17,003 stores
US International
• Company Operated 6,705 • Company Operated 2,326
• Licensed Stores 4,082 • Licensed Stores 3,890
Revenue – $11.7B
By Channel By Segment
• Company Operated $9.6B • US $8.0B
• Licensed Stores $1.0B • International $2.6B
• CPG, Foodservice, other $1.1B • Global CPG/other $1.1B
• Total $11.7B •Total $11.7B
Starbucks ‐ Military Accounts
• We Proudly Serve ‐ 850 total Military locations
• Licensed Starbucks Stores – 60 locations on bases
• Significant presence in Commissaries & Exchanges
Source: Starbucks FY11 10‐k
Foodservice will
more closely align with Retail
stores
through new marketing
and
an expanded product portfolio
8
A New Foodservice Logo
• Mirrors the company logo.
• Supports growth beyond brewed coffee.
• Closely matches the cup used in retail stores.
9
Pike Place Roast
• Starbucks most popular
coffee is now available to
WPS locations!
10New Starbucks Zones
• Bold graphics from our new brand expression
• More flexibility
6/29/2012
11• Excellent results to date (more than
1,000 FoodService locations) !
• Available to pre-qualified,
Foodservice accts serving
• Only available in US
• SBUX’s Business Development
Managers must visit all sites to
conduct a Site Survey
12Full Starbucks Portfolio Required
● To offer Frappuccino®, café must carry full We Proudly
Serve portfolio –
o Starbucks espresso and brewed coffee
o Branded hot and cold cups
o Fontana™ syrups and sauces
● Ice making (specific conforming specification) capability
must also be confirmed by Starbucks local Business
Development ManagersRequired Program Components ● Equipment – Vitamix Blender & Pitchers ● Smallwares – Ice Scoop, Measuring Tumbler, Syrup Pumps ● Beverage Components – Frappuccino® Roast Extract, Frappuccino® Syrup Base ● Sauces/Syrups – Fontana™ Bittersweet Mocha and Caramel Sauce, Fontana™ Caramel Syrup
We Proudly Serve Spring/Summer
Comprehensive Cold Beverage Offerings
Timing:
• Spring/Summer programs communicated to WPS customers April 17 via Email blast – all marketing and product available to
order now.
• Customers directed to operator website – they can order product, download recipes and explore additional information around
programs.
• Marketing POS – counter cards, posters, table tents ordered through Starbucks representative and shipped directly to
customers.
15
* Available for qualified WPS espresso customers onlyUpdated Iced Coffee Marketing Support: •Counter card, table tent, posters •Frequency Cards •Training Materials •Decals and Wraps
Fall Programming – We Proudly Serve
Fall Promotion Launch – August 20th
Core Coffee – Starbucks Roast Spectrum
Starbucks Roast New! Decaf Pike Place
Spectrum Roast
•Blonde: Veranda Blend •Launching in September for FS
•Medium: Pike Place Roast & OCS
•Dark: Caffe Verona •Available in all formats
•Marketing available
Limited Time Offering
Fontana Pumpkin Sauce
•Sauce available end of August
•Available direct and through distribution
this year
•Recipe support for espresso and drip
beverages
Core Programming
Caramel Apple Spice
Salted Caramel Tazo Chai Tea
•Uses core products –
Mocha Latte Cinnamon Dolce syrup and
•Uses core products – •Uses core product Caramel Sauce
Toffee Nut, Bittersweet •Marketing available •Extend intro of Cinn Dolce into
Mocha and Caramel Fall offering
Sauce •Operators to source apple
•Marketing available juice.
•Nice non-coffee alternative
•Limited marketing availableIntroducing new Blonde Roast to Foodservice!
Veranda Blend
Veranda Blend = A blend of Latin American coffees
• Body is clean
• Finish is clean and flavors are fresh
• Available in all formats for Foodservice and Office
Coffee: 2.5, 5, 9oz, 1lb WB & ground.
• Available July 12th in Foodservice
Confidential Property of Starbucks Coffee CompanyFY13 Holiday Programming – We Proudly Serve
Pre‐Orders ‐ October 8th
WPS Holiday Launch – November 13th
Seasonal Coffee
Starbucks Christmas Blend
•5 & 9oz portion packs
•Seasonal POS and decal available
Limited Time Offering – Seasonal Beverages
Fontana Peppermint & Gingerbread Syrups
•Espresso beverages:
• Peppermint Mocha and Hot Chocolate
• Gingerbread Latte
•Other seasonal beverages:
• Eggnog Latte
• Chocolate Eggnog Coffee
• Spiced Caramel Coffee
• Tazo Eggnog Chai
•Seasonal POS available – recipe cards, counter card, table tent and posters
Seasonal Merchandise
Gift Pack and Tumbler
•Coffee Sampler – 6 – 1.76oz variety of coffee bricks
•16oz Red Tumbler‐ carried over from last Holiday for FSStarbucks Foodservice Operator Website
Starbucksfs.comLicensed Stores
• Approximately 60 Starbucks LS on Military
bases today with the Navy, Marines (MCCS)
and AAFES
• For Higher Volume locations
• Create the “third place” on base • Nnnn
• Not approved for food courts
• Custom built and Kiosks are typical build-outs
• Drive Through build-outs possible
• Master License Agreement required
• License Fee and Royalties apply
• Design and Development support
• Significant operational and training supportForbes magazine article – May 29, 2012 Businesses Backing Veterans: How Starbucks Created an Army of Support Memorial Day may be over, but the issues facing veterans continue every day. With that in mind, I’ve been taking inventory of Corporate America to find out which companies are standouts when it comes to veteran friendly practices. I’m particularly concerned, as we should all be, about the sky-high unemployment rate amongst recent veterans – a rate much higher than that of the civilian population. That’s why businesses which are addressing this issue hold a special place in my heart. But savvy companies aren’t hiring vets out of any sense of charity; they understand that by helping veterans they’re making a wise business decision. Vets who have served in the deserts of Iraq and Afghanistan, who have been members of disciplined teams with complex missions, who have done their jobs despite physically and emotionally challenging conditions can, unsurprisingly, become excellent employees in civilian workplaces. Indeed, the level of skill, leadership and composure our veterans bring to the table is tough to match. A Veteran Friendly Culture Starbucks is one company that recognizes the tremendous value of veterans and, in turn, has developed innovative ways to make their organization as veteran friendly as possible. While the unemployment gap for veterans is still wide elsewhere, at Starbucks the military community is growing, thanks in large part to the Starbucks Armed Forces Network (AFN). The AFN is an organization launched and led by veterans in 2009 to support Starbucks military partners (how they refer to their employees) and their families, as well as veterans and military reservists searching for new employment in the civilian world. This group resonates not only with transitioning veterans but also with Starbucks’ current military partners, who recognize that nobody understands being in the military like a veteran does. Companies like Starbucks understand that it’s not enough to want to hire vets; in order to successfully source veteran talent, the business must become culturally competent in the “language” of vets. Likewise, vets must develop cultural competencies around the language of Corporate America. Without this mutual understanding, the veteran faces a greater barrier in landing new employment, just as companies face a great barrier in identifying and on-boarding individuals from this tremendous talent pool. “Often it comes down to vernacular,” explains Cecilia Carter, Starbuck’s vice president of Global Diversity, Community and Government Affairs. “Does a Junior Military Officer with eight years of service in the Marine Corps, MACG 28, 3RD LAAM Battalion have the right skill-set for a senior Human Resources position, for example? Frequently, the answer is yes, but does the hiring manager know that?” A primary function of the AFN is to help transitioning military translate their experiences into a vernacular that a civilian hiring manager can understand. And it’s working. Carter pointed out, for example, a transitioning Air Force Lieutenant Colonel with 20 years of experience who recently joined the Starbucks team as a senior accountant after robust networking with AFN partners. Noel Harris, a former Navy Seal, also with 20 years experience, is now serving as director of protective services, developing security policies for Starbucks partners and VIP’s. And Starbucks recently hired a former Navy Junior Military Officer as both a store manager and coffee master. “We’re lucky to have them,” Carter continued. “Looking forward, our hope is for our veteran outreach to grow as we cultivate diversity in all aspects of our business. We continue to learn and improve upon the ways we support these incredible individuals.” Bottom-Line Sense Starbucks’ innovative programs, like the AFN that supports vets, create the sort of socially conscious business culture that is increasingly being adopted by Corporate America – a culture that is further benefiting companies through improved employee engagement. The company will be one of the key business and government thought leaders exchanging ideas like these at next week’s Social Innovation Summit at the United Nations, a forum which spotlights the growing movement of making the business of social change a key part of one’s business. Who can argue with this sort of commitment from Corporate America to leverage its resources for good? I just hope that when companies consider how to help veterans find employment, they recognize – like Starbucks does – that the businesses themselves are the ones who are helped the most.
Starbucks and the
Navy sign
Training agreement
On Tuesday, March 6, Starbucks Supply Chain leaders and the Starbucks Armed Forces network hosted members of the U.S. Naval Supply
Systems Command (NAVSUP) at the SSC. Peter Gibbons, executive vice president, Supply Chain Operations welcomed Rear Admiral Mark
Heinrich, Commander, Naval Supply Systems Command and Chief of Supply Corps for the signing ceremony of an agreement to participate
in the NAVSUP Training with Industry (TWI) program. Starbucks joins FedEx and Home Depot as the third company to partner with the
Navy in this innovative approach to supply chain management development.
This program provides a unique opportunity for a Supply Corps officer, to be a part of and analyze Starbucks supply chain operations. This
summer, Lieutenant Commander Mark Bowmer will start a one‐year assignment in SCO, working in a director‐level position. Peter
described the partnership as a "tremendous opportunity for two world‐class organizations to share best practices to improve our
operations."
After the signing ceremony, Rear Adm. Heinrich and LCDR Bowmer joined the Starbucks Armed Forces Network (AFN) for a Meet & Greet
where partners learned more about the TWI program and other key NAVSUP initiatives such as their efforts to increase use of alternative
energy and reducing waste on ships to improve the Navy's environmental performance. The AFN is a partner network that supports
Starbucks partners who are veterans, reservists and on active duty, supports returning and transitioning veterans, and creates a culture at
Starbucks that embraces military veterans in the workplace. The Supply Chain Organization and AFN are excited to welcome LCDR
Bowmer to Starbucks.
Photo caption (from left): U.S. Navy LCDR Bowmer and Rear Adm. Heinrich join Starbucks Supply Chain Operations evp Peter Gibbons
for the signing ceremony.Seattle’s Best Coffee Supports Wounded Warrior Project Seattle’s Best Coffee showed up strong for Starbucks Global Month of Service, a time when partners work together to create positive change in our own communities and around the world. Thirty- five partners from the Support Center and retail stores worked to assemble 500 transitional care packs for service men and women injured in the line of duty. These care packs, filled with essential care and comfort items, like clothing and toiletries, are designed to make a hospital stay more comfortable, and are given to injured service people in transition from field hospitals to larger military treatment facilities. June Ruppert, program coordinator for Wounded Warrior Project, explained that the packages made by the Seattle’s Best team would represent one month’s supply of the packs needed to support injured personnel.
Starbucks Appoints Former Defense Secretary Robert Gates
to Board of Directors
SEATTLE, May 02, 2012 - Starbucks Corporation (NASDAQ:SBUX) announced today that Robert M. Gates,
former U.S. Secretary of Defense and current chancellor of the College of William & Mary, was elected to
the Starbucks Board of Directors. He will serve on the Board’s Nominating and Corporate Governance
Committee.
“We are honored and humbled to be adding this distinguished American leader to Starbucks Board of
Directors,” said Howard Schultz, chairman, president and ceo. “Secretary Gates has devoted his life to
serving our country and our next generation of leaders and public servants. His unique global perspective
and more than four decades of distinguished public service will complement and strengthen our Board as
we accelerate our global growth and expand our commitment to the communities where we do business all
around the world.”
Secretary Gates served in numerous roles in the Executive Branch of the U.S. government for nearly half a
century, culminating as Secretary of Defense from 2006 to 2011. He was the first defense secretary to
serve under presidents from both political parties – President George W. Bush and President Barack
Obama. Upon Secretary Gates’ retirement in June 2011, he was presented the Presidential Medal of
Freedom, the highest honor a president can bestow on a civilian.
In September 2011 he was named the 24th chancellor of the College of William & Mary. Secretary Gates
also served as president of Texas A&M University between 2002 and 2006. He earned an undergraduate
degree in history from the College of William & Mary, a master’s degree in history from Indiana University
and a doctorate in Russian and Soviet history from Georgetown University.
In addition to the Presidential Medal of Freedom, Secretary Gates is the recipient of numerous other
awards and honors, including recognition as one of TIME’s Most Influential People in 2007.
“I am deeply honored to have been asked to join Starbucks Board of Directors,” said Secretary Gates.
"Starbucks is a different kind of company that is recognized around the world not only for its innovative
products, customer service and business success, but more importantly for its unwavering commitment to
a core set of values that put people and community first. I have Starbucks to thank for keeping me
caffeinated through many long days and nights during my years in Washington and couldn’t be more proud
about the opportunity to play a part in helping the company navigate our increasingly complex world in the
years ahead.”Contact information • Military National Account Executive: Name: Brian Melodia Email: bmelodia@starbucks.com Phone #: 303 399-0646 • I will connect you with the appropriate BDM – Business Development Manager assigned to your area.
Appendix
CONFIDENTIAL
Frappuccino Basket 1
Accounts perform up to 60, 16 oz. beverages per day*
*Product represents about 2 weeks worth of sales
Equipment‐Small Wares Start Up Components
Item Description UOM Qty Price Total
11007903 Vitamix BLENDER MOTOR W/COVER (model #36019) each 1 $ 872.00 $ 872.00
11007902 PITCHER DAIRY W/BLADE/LID each 2 $ 90.00 $ 180.00
11007911 PITCHER SOY W/ BLADE/ LID each 1 $ 90.00 $ 90.00
206300 SQUEEZE BOTTLE 12OZ FOR CARAMEL each 2 $ 1.60 $ 3.20
11014404 PUMP CBS COFFEE each 1 $ 113.50 $ 113.50
150995 FOUNTAIN JAR SHALLOW PLASTIC each 1 $ 7.80 $ 7.80
11010882 PUMP BASE LONGER FRAPPUCCINO 3/ip 1 $ 5.40 $ 5.40
186102 PUMP SYRUP WHT SBUX BOTTLE 3IP 1/ip 1 $ 2.40 $ 2.40
183198 SCOOP 16OZ ICE GRANDE each 2 $ 7.90 $ 15.80
11012049 MEASURING CUP/TUMBLER each 2 $ 6.85 $ 13.70
Total Start Up Equipment Investment $ 1,303.80
Frappuccino Beverage Components UOM Qty Price Total
11005188 EXTRACT FRSC V2 24/CS case 1 $ 225.00 $ 225.00
11001665 SYRUP COFFEE FRAPPUCCINO 63OZ 4/CASE case 6 $ 54.00 $ 324.00
Total $ 549.00
Ancillary "We Proudly Brew" Starbucks Skus UOM Qty Price Total
1237504 LID 16/26OZ DOME PP CS/1000 case 1 $ 41.95 $ 41.95
1237505 LID 16/26OZ FLAT PP CS/1000 case 1 $ 41.95 $ 41.95
1237520 CUP 16OZ COLD WPB CS/1000 FS case 1 $ 78.71 $ 78.71
1237522 CUP 3.5OZ COLD WPB CS/2500 case 1 $ 78.71 $ 78.71
11007879 STRAW 7.75 GREEN 2000/CASE case 1 $ 12.65 $ 12.65
188039 SAUCE 63OZ CARAMEL 4/CS FS case 1 $ 63.00 $ 63.00
998019 SAUCE 63OZ BITTERSWEET CHOC 4/CS case 1 $ 52.50 $ 52.50
504210 SYRUP 1L CARAMEL FS 4/CS case 1 $ 23.20 $ 23.20
520792 SOY US VANILLA HGL 8/case case 1 $ 25.20 $ 25.20
Total (varies based on what a location may already have) $ 417.87
TBD TRAINING MATERIALS 1 kit NC
TBD MARKETING KIT 1 kit NCIced Coffee and Tazo
Iced Tea Refresh
New Narrow Dispensers Refreshed POS & Decals
New Photography
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