Company Forecasts Continued Strong Growth and Plans to Launch Mobile
Order & Pay and Delivery in the U.S.; Identifies High-Value
Opportunities in China, India, Japan and Brazil
Projects Revenues to Approach $30 Billion in FY2019, up from $16
Billion in FY2014
Announces Transformational Innovations to Extend Starbucks Global
Leadership in Coffee, Tea, Retail Store and Partner Experience
Elevates and Redefines the Premium Coffee Experience with the Debut
of the World’s First, Immersive Starbucks Reserve® Roastery and Tasting
Room in Seattle
SEATTLE--(BUSINESS WIRE)--Dec. 4, 2014--
Starbucks Coffee Company (NASDAQ: SBUX) chairman, president and chief
executive officer Howard Schultz and other company leaders will detail
Starbucks five-year strategic growth plan today at its biennial Investor
Day, hosted at the company’s Support Center in Seattle for the first
time in a decade.
“The seismic shift in consumer behavior underway presents tremendous
opportunity for businesses the world over that are prepared and
positioned to seize it,” Schultz said. “Over the next five years,
Starbucks will continue to lean into this new era by innovating in
transformational ways across coffee, tea and retail, elevating our
customer and partner experiences, continuing to extend our leadership
position in digital and mobile technologies, and unlocking new markets,
channels and formats around the world. Investing in our coffee, our
people and the communities we serve will remain at our core as we
continue to redefine the role and responsibility of a public company in
today’s disruptive global consumer, economic and retail environments.”
“Starbucks business, operations and growth trajectory around the world
have never been stronger, and we are more confident than ever in our
ability to continue to drive significant growth and meet our long term
financial targets,” said Troy Alstead, Starbucks chief operating
officer. “We have more customers visiting more stores more frequently,
both in the U.S. and around the world, than at any time in our history.
And we expect both the number of customers visiting our stores and the
amount they spend with us to accelerate in the years ahead. With a
robust pipeline of mobile commerce innovations that will drive
transactions and unprecedented speed of service, Starbucks is ushering
in a new era of customer convenience. We believe the runway of
opportunity for Starbucks inside and outside of our stores is both vast
and unmatched by any other retailer on the planet.”
Coffee and Tea Leadership
Starbucks Investor Day is being hosted on the eve of the grand opening
of the first-of-its-kind Starbucks Reserve® Roastery and Tasting Room.
Located on Pike Street in Seattle just a few blocks from the company’s
iconic first retail store, the 15,000 square foot Starbucks Reserve®
Roastery and Tasting Room is an interactive coffee and dining venue that
redefines delivery of an immersive brand experience. Moreover, the
additional small batch roasting capacity afforded by the new Roastery
will enable Starbucks to expand availability of its super-premium,
small-lot Starbucks Reserve® Coffee to 1,500 locations globally, and to
support the launch of the Starbucks Reserve® brand and the opening of
the first 100 dedicated Starbucks Reserve stores.
Building on Starbucks 43-year tea heritage and its acquisition of
Teavana two years ago, Starbucks is reinventing the $109 billion global
tea category, just as it did the coffee category more than 40 years ago.
The new Teavana® store in Seattle’s Pacific Place and the new Teavana®
Tea Bar at Broadway & 9th in New York City are performing
ahead of plan, and Teavana will continue to expand and to bring its
super-premium loose leaf teas, handcrafted beverages and exclusive food
offerings to carefully targeted markets both in the U.S. and abroad.
In addition, building on the successful launch of handcrafted Teavana®
Shaken Iced Tea through Starbucks® stores earlier this year and the
innovative partnership with Oprah Winfrey around Teavana® Oprah Chai
Tea, Teavana will continue to grow its presence in Starbucks® retail
stores with sachets, innovative iced teas and expansion of the Chai tea
platform.
Day Part and Store Format Diversification
Starbucks® food program continues to resonate strongly with consumers
across all day parts, and to drive both traffic and ticket growth in the
U.S. and around the world. The company expects continued top and
bottom-line growth in its food platform as it elevates and expands its
offering of savory, locally relevant food offerings around the world. In
addition, the company announced plans to double its U.S. food revenue to
over $4 billion over the next five years.
By the end of FY2019, 20-25% of Starbucks® stores in the U.S. will offer
the Starbucks Evenings experience, adding approximately $1 billion in
revenue. The expansion of Starbucks Evenings, Starbucks Reserve only
stores, micro and express store formats, new drive-thrus and mobile
trucks are just a few of the innovations customers will see beginning in
2015.
Mobile Commerce Momentum and Innovation Continues with the Launch of
Mobile Order & Pay
Starbucks is the global market leader in mobile payment. With more than
eight million loyalty members, seven million mobile payment transactions
each week and more than $4 billion loaded onto prepaid Starbucks Cards
in North America in the past year alone, Starbucks offers the largest
and most robust mobile ecosystem of any retailer in the world.
Starbucks is once again raising the bar for mobile commerce innovation
with the launch of “Mobile Order & Pay” and plans for food and beverage
delivery. Starbucks introduced its fully-integrated Mobile Order & Pay
platform – representing the most meaningful enhancement to the customer
ordering experience since the company first introduced drive-thrus in
1994 – to customers in the Portland, Oregon area yesterday. Now, Mobile
Order & Pay will allow customers to place orders in advance of their
visit, and to pick up their ready order at their preferred Starbucks®
store – improving speed of service, enhancing customer loyalty and the
customer experience, streamlining store operations and further extending
Starbucks leadership position in mobile commerce and customer loyalty.
The Portland launch will be followed by a national rollout of Mobile
Order & Pay in 2015.
“Of all the new traffic-driving initiatives for the company, Mobile
Order & Pay is at the top of that list and we are confident that it will
be game-changing for our customers and our business,” said Adam Brotman,
Starbucks chief digital officer. “We have designed the full mobile
ordering experience – from the app itself, to the pick-up of the food
and beverages, to the engagement with the baristas in our stores – to be
a seamless and natural extension of the existing Starbucks
Experience. We believe that the addition of Mobile Order & Pay into
what is already one of the most widely used apps in the country will
encourage customers to explore even more of our menu, will attract new
customers to Starbucks, and will encourage incremental occasions to
visit our stores.”
Furthermore, the national rollout of Mobile Order & Pay will lay the
foundation for Starbucks launch of food and beverage delivery in select
metropolitan areas later in the year. Inclusion of the delivery option
furthers the company’s goal of providing convenience and the complete Starbucks
Experience to customers however, whenever and wherever they want it
– even if they are unable to visit a Starbucks® retail location.
The success of Starbucks mobile payment and loyalty programs will also
allow the company to bring to the table the constituent pieces necessary
to build a consumer proposition for a mobile payment network with
retailers outside of the Starbucks® store footprint in fiscal year 2016.
This platform – in which customers would earn Stars by using a stored
value account, much as they do at Starbucks today – would create
opportunities for other retailers to reward their most loyal customers,
also benefiting Starbucks by creating incremental traffic opportunities.
Global and Channel Expansion
Starbucks China and Asia-Pacific region represent enormous, immediate,
high-value opportunities for the company, and Starbucks today announced
plans to double its store count in China – to over 3,000 stores – by
2019. When completed in the second quarter of 2015, Starbucks
acquisition of Starbucks Japan – the company’s first international
market outside of North America and with more than 1,000 stores its
second largest market overall in retail store sales – will position
Starbucks to further accelerate growth in the dynamic, rapidly-growing
CAP region.
Starbucks is the industry leader in premium single serve, premium
packaged roast and ground coffee, and Ready-to-Drink products served
outside the company’s retail stores and is ideally positioned to grow
its share of these markets both in the U.S. and globally. At Investor
Day 2014, company leaders will share that over the next five years
Starbucks Channel Development segment will grow its revenue by 60%,
nearly double its operating income, and more than double its RTD
business outside of the U.S. with a specific focus on unlocking untapped
opportunities across the company’s China and Asia-Pacific region.
Financial and Operating Performance through the Lens of Humanity
As Starbucks accelerates the growth across its business and around the
world it will continue to balance industry-leading performance with its
core mission and values. The company’s commitment to its values, its
partners (employees) and the communities it serves was demonstrated
through several leadership initiatives over the past year, including:
-
Starbucks commitment to hire at least 10,000 veterans and military
spouses by 2018 and its partnership with HBO and Chase to host the
historic Concert For Valor. The Concert For Valor saluted America’s
veterans and was held on the National Mall in Washington, D.C. on
Veterans Day. The concert was attended by hundreds of thousands – with
more than one million viewing the event live and on demand, remotely.
In its first year, Starbucks has already placed more than 1,000
veterans and active duty military spouses into roles that leverage
their skills, dedication, discipline and leadership and the company
announced plans to double that number in 2015. In November, Schultz
co-authored For Love of Country: What Our Veterans Can Teach Us
About Citizenship, Heroism and Sacrifice. The book, from which
Starbucks proceeds are being devoted to veterans' service
organizations, has already received numerous accolades including
ranking as one of The Wall Street Journal’s top five
best-selling books.
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Last summer Starbucks announced the creation of Starbucks College
Achievement Plan, a first-of-its-kind partnership with Arizona State
University (ASU) that makes it possible for eligible Starbucks
partners to finish a bachelor’s degree with full tuition coverage for
their junior and senior years through ASU’s top-ranked online degree
program. More than 1,000 partners have enrolled in the first Fall
session and thousands more have started the application process.
To learn more about Starbucks 2014 Investor Day, visit Starbucks Investor
Relations website. For news updates and images from the event, visit
the Starbucks
Newsroom.
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically
sourcing and roasting high-quality arabica coffee. Today, with
stores around the globe, the company is the premier roaster and retailer
of specialty coffee in the world. Through our unwavering commitment to
excellence and our guiding principles, we bring the unique Starbucks
Experience to life for every customer through every cup. To share in
the experience, please visit us in our stores or online at Starbucks.com.
Forward-Looking Statements
Certain statements contained herein are “forward-looking statements”
within the meaning of the applicable securities laws and regulations.
Generally, these statements can be identified by the use of words such
as “anticipate,” “expect,” “believe,” “could,” “estimate,” “feel,”
“forecast,” “intend,” “may,” “plan,” “ potential,” “project,” “should,”
“will,” “would,” and similar expressions intended to identify
forward-looking statements, although not all forward-looking statements
contain these identifying words. These statements are based upon
information available to Starbucks as of the date hereof, and Starbucks
actual results or performance could different materially from those
stated or implied due to risks and uncertainties associated with its
business. These risks and uncertainties include, but are not limited to,
costs associated with, and the successful execution of, the company’s
initiatives and plans, the acceptance of the company’s products by our
customers, fluctuations in U.S. and international economies and
currencies, our ability to preserve, grow and leverage our brands,
potential negative effects of material breaches of our information
technology systems if any were to occur, the impact of competition,
coffee, dairy and other raw material prices and availability, the effect
of legal proceedings, and other risks detailed in the company filings
with the Securities and Exchange Commission, including the “Risk
Factors” section of the Starbucks Annual Report on Form 10-K for the
fiscal year ended September 28, 2014. The company assumes no obligation
to update any of these forward-looking statements.
Source: Starbucks Coffee Company
Starbucks Coffee Company
Media Relations:
Alisha Damodaran,
+1-206-318-7100
press@starbucks.com
or
Investor
Relations:
JoAnn DeGrande, +1-206-318-7118
investorrelations@starbucks.com