Food
merchant extraordinaire Howard Schultz CEO of Starbucks has done a better job
expanding the Starbucks brand in new and non-traditional avenues of
distribution than any other food retailer. Schultz has done that while driving
top line growth and bottom line profits within existing units.
Complementing
its mainstay brand attribute of hand crafted yet leveraging differentiation
Starbucks has rolled out handcrafted sodas. “Baristas will brew the sodas in
stores using a Starbucks-branded "Fizzio" machine, which the company
bills as a "breakthrough in carbonation technology." According to Josh
Fine, Starbucks brand manager for Fizzio
Currently
the sodas will be available in 16 states, including Virginia, Georgia, Florida,
Mississippi, Louisiana, North Carolina, South Carolina, Hawaii and parts of
California
Starting
with three decaffeinated flavors Spiced Root Beer, Golden Ginger Ale, and Lemon
Ale customers will be pleased. Uniquely
Starbucks Fizzio is able to carbonate a flavored beverage. This ensures
that "every ingredient in the beverage receives the same level of
carbonation and maximum flavor," according Josh
Fine.
Success does leave clues and
here are some from Starbucks:
1. In the week leading up to Christmas Starbucks
sold $ 2 Million Gift cards a day.
2. Starbucks spends more money on employee health
care than on coffee beans every year.
3. 20% of Starbucks customers visit a store 16
times a month that’s Loyalty
4. Starbucks is now using 6 billion paper cups a
year.
5. Starbucks platform of choice offered 87,000
possible drink combinations and that was before hand crafted soda’s
6. Starbucks plans to add 1,000 new store in China
alone this year.
7.
Starbucks
has grown an average of 2 stores a day over the last 27 years.
Steven Johnson is Grocerant Guru at Tacoma,
WA based Foodservice Solutions, with extensive experience as a multi-unit
operator, consultant and brand/product positioning. Since 1991
Foodservice Solutions® of Tacoma, WA has been the global leader in the
Grocerant niche. 253-759-7869
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