![]() ![]() How Much Does Treatment Cost in Fawn Creek, KS?.Other Tips And Tricks On This Iced Vanilla Latte Recipe.And again, I think it is largely about how we positioned our brand and our products historically and how we intend to position it going forward. We are quite confident that in the right use among our customers … that it is a very complementary, healthy beverage and not something we are concerned about with any regulations around. “Coffee and caffeine (has been) one of the most steady beverages for centuries. We’ve been very cautious representing what our concept represents. “We’ve never made a point that we are going after the youth market with caffeine beverages. “…If you step back and really watch Starbucks, we have never significantly targeted high-energy kinds of beverages,” he said. Alstead’s presentation and he said Starbucks is watching the situation closely. The issue of the Food and Drug Administration’s recent inquiry into the addition of caffeine to food and beverage products was raised during Mr. Alstead admitted Starbucks does not have aspirations to become a “deep equipment company,” but it does have a goal of having the brand available on the wide variety of single-serve platforms that are available. And that has led us over the last several years to really aggressively innovate into this space, providing more at-home opportunities in packaged coffee, Starbucks high-quality flavored coffees, increasingly things like VIA, and then a couple years ago on the K-Cup platform.” “And when historically we’ve asked customers why that is … it is because we weren’t in the form factor that they were looking for at home. We’ve always been underrepresented in at-home coffee consumption. ![]() and something we’ll continue to deepen, we believe, over time, we have opportunity to grow even further. “While Starbucks has a nice share of coffeehouse consumption in the U.S. Starbucks also is focused on growing its presence in the home with its move into the single-serve coffee segment. With Teavana’s capabilities around tea and our ability to bring beverage innovation in a focused way to tea, just as we have to coffee and now to food, we believe we have an increasing opportunity to use tea as another layer of growth within the Starbucks store over time.” Tea is a little more relaxing and Zen-like, and skews to the afternoon and evening and weekends, very complementary to that existing asset we have. “Coffee to the American consumer tends to be busy and rapid and skewed toward the morning. “It is a very complementary consumption time to coffee. “The second strategy and leg of growth for tea for us is to now deepen our tea presence within the Starbucks stores, or really use tea as a driver of another customer occasion, another customer visit,” he said. One prong of the strategy will include a new generation of stand-alone Teavana stores that will begin operating this fall. Alstead said Starbucks will go forward with a two-prong approach regarding its recently acquired Teavana tea business. And better food also sells more beverages, so we see a tremendous opportunity here with food as a consistent driver of growth over time.” It can create an opportunity for somebody to come in in the afternoon at midday when perhaps otherwise they would have made a different choice. But we also know that food can be a driver of traffic. “One is to attach more food to those existing transactions, those customers who are already in the store. “What is important about food is it has two opportunities here,” he said. Alstead said the company is encouraged by the early results of its new food program, which features products produced through the La Boulange bakery business, and he expects the program to be rolled out company-wide in the United States within the next 18 months. We didn’t have something that was appropriate in the afternoon if a customer was coming in.” “In our early days, our food was primarily oriented toward that morning day-part,” he said. The second barrier has been that the food available in stores did not always match the day-part. Alstead conceded that in the past the food Starbucks offered did not meet the expectations of its customers. And yet the barriers historically to us capturing more of that two-thirds have really been twofold, as we understand our customer.” Of those two-thirds of the people, 50 million to 60 million customers coming into our stores every week, many of those two-thirds of the people want food. “Two-thirds of those transactions do not have food on them, and that really represents the opportunity as we see it. “Approximately one-third of our transactions in U.S. In the United States, food makes up about 19% of the sales mix of a Starbucks store. “Since the difficulties of 20, we have really diversified and matured our growth strategies, crafted a whole new set of strategies and plans and initiatives around driving growth multi-dimensionally throughout the business,” he said.
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