Starbucks 2011 Annual Report Download - page 81

Global Consumer Products Group
CPG operations sell a selection of whole bean and ground coffees as well as a selection of premium Tazo®teas in
US and international markets. CPG operations also produce and sell ready-to-drink beverages which include, among
others, bottled Frappuccino®beverages, Starbucks DoubleShot®espresso drinks, and Discoveries®chilled cup
coffee. In addition, CPG operations produce and sell Starbucks VIA®Ready Brew, as well as Starbucks®super-
premium ice creams through its marketing and distribution agreements and a joint venture. The US foodservice
business sells coffee and other related products to institutional foodservice companies with the majority of its sales
through national broadline distribution networks.
Other
Other includes Seattle’s Best Coffee and Digital Ventures as well as expenses pertaining to corporate administrative
functions that support the operating segments but are not specifically attributable to or managed by any segment, and
are not included in the reported financial results of the operating segments.
Revenue mix by product type (in millions):
Fiscal Year Ended Oct 2, 2011 Oct 3, 2010 Sep 27, 2009
Beverage ................................... $ 7,217.0 62% $ 6,750.3 63% $6,238.4 64%
Food ...................................... 2,008.0 17% 1,878.7 18% 1,680.2 17%
Wholebeanandsolublecoffees ................. 1,451.0 12% 1,131.3 10% 965.2 10%
Other(1) .................................... 1,024.4 9% 947.1 9% 890.8 9%
Total ...................................... $11,700.4 100% $10,707.4 100% $9,774.6 100%
(1) Other includes royalty and licensing revenues, beverage-related accessories and equipment revenues.
Information by geographic area (in millions):
Fiscal Year Ended Oct 2, 2011 Oct 3, 2010 Sep 27, 2009
Net revenues from external customers:
UnitedStates ................................................ $ 8,966.9 $ 8,335.4 $7,787.7
Other countries ............................................... 2,733.5 2,372.0 1,986.9
Total....................................................... $11,700.4 $10,707.4 $9,774.6
No customer accounts for 10% or more of our revenues. Revenues are shown based on the geographic location of
our customers. Revenues from countries other than the US consist primarily of revenues from Canada, UK, and
China, which together account for approximately 66% of net revenues from other countries for fiscal 2011.
Oct 2, 2011 Oct 3, 2010 Sep 27, 2009
Long-lived assets:
UnitedStates ................................................. $2,587.1 $2,807.9 $2,776.7
Other countries ............................................... 978.4 821.6 764.3
Total ....................................................... $3,565.5 $3,629.5 $3,541.0
Management evaluates the performance of its operating segments based on net revenues and operating income. The
accounting policies of the operating segments are the same as those described in the summary of significant
accounting policies in Note 1. Operating income represents earnings before net interest income and other, interest
expense and income taxes. Management does not evaluate the performance of its operating segments using asset
measures. The identifiable assets by segment disclosed in this note are those assets specifically identifiable within
each segment and include net property, plant and equipment, equity and cost investments, goodwill, and other
intangible assets. Corporate assets are primarily comprised of cash and investments, assets of the corporate
headquarters and roasting facilities, and inventory.
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