Starbucks FY16 Seasonal Promo Calendar

9/2/2015
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Leveraging the Power of the
Starbucks Brand
While we’ve made great progress since 1971, we’re just getting started. Our
dedication and love for coffee has remained the same. It’s a passion our
customers share and we’re excited and happy to share with you to bring to your
business.
9/2/2015
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
2
Comprehensive Programming &
Multi-Brand Solutions
The Branded Continuum
Starbucks Branded Solutions offers a
complete continuum of brands to satisfy the
diverse and dynamic needs of our operators.
As part of the branded continuum, our
premium foodservice programs are uniquely
designed to help drive growth for your
business and bring a premium experience to
your customers.
9/2/2015
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
3
Comprehensive Programming &
Multi-Brand Solutions
Starbucks Branded Solutions Program Benefits
•
Unparalleled brand power: Ability to engage with our loyal customer
base of millions of fans.
•
Incredibly popular products: Our proven beverage expertise and
exclusive ingredients create satisfied customers the world over.
•
Innovative marketing: Compelling marketing to help you drive your
business.
•
Best-in-class digital assets: Mobile-friendly operator website with
exclusive content, such as product catalogs, online operator training,
recipes, and more.
•
Operational know-how: With 40+ years of experience, Starbucks gives
you the support needed to achieve excellence in any operation.
•
Continuum of brands: Exceptional coffee is only the beginning, as
complementary product programs add the value of the comprehensive
experience.
9/2/2015
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
4
Branded Solutions Platform
Programs
Starbucks Signature Espresso and Brewed Programs
Maximize the power of the Starbucks brand through popular programming & exclusive assets
Signature Espresso
Signature Brewed
•
Premier Starbucks Brewed coffee foodservice
platform
•
Premier Starbucks® Espresso foodservice
platform
•
Offer the #1 selling brewed coffee in Starbucks
retail stores: Pike Place® Roast
•
Present the comprehensive assortment of
espresso products (coffee, syrups/sauces & paper)
•
Satisfy every taste with Starbucks RoastTM
Spectrum
•
•
Access promo offers & branded merchandising
Access to exclusive assets including Frappuccino®
blended beverages, promotional offers &
merchandising
•
Seasonal auto-shipments of promotional products
(2-4x/year)
•
Quarterly seasonal auto-shipments of
promotional products (4x/year)
9/2/2015
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
5
HOLIDAY
11/1 – 1/4
WINTER
1/5 – 3/8
SPRING
3/9 – 4/25
SUMMER 1
4/26 – 7/5
SUMMER 2
7/6 – 8/22
FALL
8/23 – 10/31
Seasonal
Hero
Holiday Favorites
Coffee Passion
Tazo® Iced Tea
Refreshment
Frappuccino®
Blended Beverage
Summer Iced
Refreshment
Pumpkin Spice
Latte
Featured
Beverages
Holiday Trio
Caramel Brulée Latte
Peppermint Mocha
Gingerbread Latte
Signature Only:
Caramel Brulee
Frappuccino® Blended
Beverage
TBD Core Espresso
beverages
Focus on ethical
sourcing, coffee
quality & espresso
mastery
Automatic
Shipment
FY16 Signature & Core
Espresso Calendar
Caramel Brulée sauce
Caramel Brulée topping
Dark chocolate curls
Gingerbread syrup
Nutmeg topping
Peppermint syrup
Holiday Blend Coffee
*2016 *2016
Revenue Cost
EXCLUSIVE
Tazo® Iced Tea
All formats showcased
TBD Featured
Frappuccino Blended
Beverage
TBD Iced Refreshment
Fall Trio
PSL
Add’l beverages to be
confirmed
Autoship content to be
confirmed
Autoship content to be
confirmed
Autoship content to be
confirmed
Pumpkin sauce
Add’l autoship content to be
confirmed
Starbucks Signature Accounts will automatically receive these business-driving exclusive programs
~*$1,500 annual investment that delivers customers the Starbucks Experience and beverage flavors they seek out in our retail stores
9/2/2015
Total potential revenue from full seasonal program participation: Up to $10,500 in FY16*
* Estimated cost and operator revenue, subject to changed based on ongoing adjustments. The Information above is given without warranty as to its continuing
accuracy and should not be taken as a guarantee or prediction of the sale or profit. Any location’s actual sales and revenue may vary significantly.
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HOLIDAY
11/1 – 12/31
WINTER
1/5 – 4/25
SUMMER
4/26 – 8/22
FALL
8/23 – 10/31
Starbucks® Holiday
Blend
Coffee Passion
Summer Refreshment
Fall Favorites
Featured
Theme
Holiday Coffee Favorites
TBD Core Roast
Focus on coffee quality & ethical
sourcing
Autoshipment
Details
FY16 Brewed Calendar
Starbucks® Holiday Blend 5oz. Or
9oz.
9/2/2015
Flavored Iced Coffee
TBD Seasonal Brewed Coffee
9/29 National Coffee Day
Focus on coffee quality & ethical
sourcing
2x Starbucks® Iced Coffee Blend
Fontana® Classic Syrup
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
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Comprehensive Marketing Tools,
Communications & Support
Operator Tools & Communication
Consumer POS
Brand Exclusive Website, Recipes, Menu & Promotional
Guidance, etc.
Posters, Counter Cards & More
9/2/2015
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
8
OVERVIEW OF SEASONAL
PROMOTIONS
9/2/2015
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
9
Holiday Promotion
Maximize your holiday offering with
our seasonal assortment
Promo Launch:
November 1, 2015
Consumer Insight &
Mindset
Consumers are looking to replace their
daily flavors and indulge in a treat that
evokes the holiday season
Benefit for Operators
Offering seasonal handcrafted espresso and
holiday brewed beverages will bring a high
quality in-store holiday experience like no
other coffee brand can
Autoshipment
quantities listed is intended to be a starter
shipment to get started, based on account
volume initial shipment should support 2
wks
• 1 case each Starbucks® Carmel Brulée
Sauce, Carmel Brulée topping, Dark
chocolate curls, Fontana Peppermint,
Fontana Gingerbread syrup, Nutmeg
topping
• 2 case Holiday Blend Coffee (5 or 9 oz. pp)
• Product and supporting marketing arrive 1
week prior to promo launch date
Operator
Investment*
Full Promotion Participation: $417
Operator
Potential**
Potential Revenue of up to $4,000
from autoship materials
Marketing Tactics
Additional traffic driving tools and resources
available with marketing materials
*Estimated cost, subject to change based on bi-annual price adjustments.
** Operator potential reflects the auto-ship products only and reflect potential revenue from 16oz beverages sold based on suggested SRP of $ 4.25 per beverage. Break even on autoshipment
9/2/2015
investment
after 70 beverages served.. Potential doesn’t include other components needed to prepare final beverage.
The Information above is given without warranty as to its continuing accuracy and should not be taken as a guarantee or prediction of the sale or profit. Any location’s actual sales and revenue
10
FY16 Seasonal Promotion
Overviews
FY16 Seasonal Promotion details will be updated ongoing, and
communicated out via Things You Need To Know.
Communication cadence for upcoming Seasonal Promotion
overview slides will be shared out as follows:
• Winter: 9/17/15
• Spring: 12/3/15
• Summer 1: 1/28/16
• Summer 2: 4/7/16
• Fall: 5/19/16
9/2/2015
CONFIDENTIAL. FOR STARBUCKS BUSINESS PURPOSES ONLY.
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