Starbucks (US) Maps Plans to Boost Sales at Home and Abroad
27 Jul 2018 - Starbucks, fresh off a spring of tough headlines and uninspiring results, is taking bigger steps to correct course.
The coffee giant will start nationwide delivery in China by the end of the year, and it’s also considering a national U.S. television advertising campaign, executives said after the release of quarterly results.
The company is taking aim at a persistently soft performance in the afternoons and greater price competition in the key Chinese market, where same-store sales fell 2 percent.
“We feel encouraged that we are at least on the right track to turn around the business,” Chief Operating Officer Roz Brewer said in an interview. “We’re seeing most of the growth come from our core coffee products and some of our new items” including tea and cold beverages, she said.
For the quarter, the company reported a net income on Thursday of $852.5 million. On a per-share basis, the Seattle-based company said it had profit of 61 cents. Earnings, adjusted for nonrecurring costs, came to 62 cents per share.
Total sales higher than anticipated, but growth at stores lackluster The Seattle coffee giant is working on a range of initiatives to reduce its costs, improve labor efficiency and grow sales, particularly in the afternoon.
The results topped Wall Street expectations. The average estimate of 12 analysts surveyed by Zacks Investment Research was for earnings of 60 cents per share.
The coffee chain posted revenue of $6.31 billion in the period, also exceeding Street forecasts. Eight analysts surveyed by Zacks expected $6.26 billion.
Starbucks also announced plans to close about 150 company-operated stores in densely penetrated U.S. markets next fiscal year as it refocuses on higher-growth rural and suburban areas, plus overseas.
The company has faced a challenging first half of the calendar year. In June, Starbucks announced that Scott Maw plans to retire as chief financial officer — news that came just days after Schultz, credited with building Starbucks into a global powerhouse, left his post as executive chairman. The coffee chain has started an external search for a new CFO.
Starbucks also faced backlash this spring after two African-American men were arrested at one of its stores in Philadelphia while waiting for a meeting to begin. The company and Chief Executive Officer Kevin Johnson apologized, calling the arrests “reprehensible.” In May, Starbucks closed about 8,000 cafes in the U.S. for an afternoon so its employees could undergo racial-bias training, which did hurt sales in the quarter, Johnson said.
Meanwhile, breakfast competition in the U.S. is heating up. Dunkin’ Donuts has been investing to improve mobile ordering and to speed up its kitchens. McDonald’s recently said it’s trying to bring more diners in during the morning hours.
The company narrowed its adjusted earnings forecast, predicting adjusted earnings per share of $2.40 and $2.42 this fiscal year. Analysts estimate $2.42 on average.
The Seattle Times