One of the recent innovations that we made is opening the Starbucks Evenings store line. The regular Starbucks shop during the day transforms into a dining place after 4pm which not only serves food but also alcoholic beverages. There are currently 75 locations and our current strategy is to have 2000 Starbucks Evenings stores by the end of 2019. We start selling alcohol after 4pm and stop at 11pm. The reason behind is that demand for Starbucks decreases significantly during the day but providing food and alcoholic beverages helps to keep the demand steady throughout the whole day. We are currently selling different types of wine and beer. Providing alcohol at Starbucks Dining makes customers spend around $20 per meal compare …show more content…
In the same two years we will create at least 10 Starbucks Signature Coffee Cocktails and introduce them to all current Starbucks Evenings locations. After first year, we plan to increase sales by 30% in 3 years.
Our projections for first five years are to have at least 15% of our revenue coming from BRICS and we want to gain recognition for Signature Coffee Cocktails and potentially sell them during the day time. We also project to increase sale of coffee cocktails by 10% of retail revenue.
What if we do not have high enough popularity for Starbucks coffee in BRICS?
We strongly believe that our coffee is able to satisfy any customer no matter what country it is because Starbucks has a unique taste and atmosphere that no other place does. We know that BRICS is not an exemption, people love coffee all over the planet and we know for fact that those countries consume coffee as well. Below is the list of countries by coffee consumption per day (Worldatlas):
10 – Brazil: 4.8kg per capita (1.32 cups/day) – part of BRICS
9 – Belgium: 4.9 kg per capita (1.35 cups/day)
8 – Germany: 5.2 kg per capita (1.43