Starbucks 2013 Annual Report Download - page 13

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5
Retail sales mix by product type for company-operated stores:
Fiscal Year Ended
Sep 29,
2013
Sep 30,
2012
Oct 2,
2011
Beverages 74% 75% 75%
Food 20% 19% 19%
Packaged and single serve coffees 3% 4% 4%
Coffee-making equipment and other merchandise 3% 2% 2%
Total 100% 100% 100%
Starbucks Card
The Starbucks stored value card program is designed to provide convenience, support gifting, and increase the frequency of
store visits by cardholders. Starbucks Cards are sold in company-operated and most licensed stores in North America, as well
as on-line and in other retail locations. The cards are also sold in a number of other international locations. Customers may
access their card balances by utilizing their Starbucks Card or mobile app in retail stores. Customers who register their card in
the US, Canada, and certain other countries are automatically enrolled in the My Starbucks Rewards™ program and can
receive various benefits depending on the number of reward points (“Stars”) earned in a 12-month period.
Licensed Stores
Product sales to and royalty and license fee revenues from our licensed stores accounted for 9% of total net revenues in fiscal
2013. In our licensed store operations, we leverage the expertise of our local partners and share our operating and store
development experience. Licensees provide improved, and at times the only, access to desirable retail space. Most licensees are
prominent retailers with in-depth market knowledge and access. As part of these arrangements, we receive royalties and license
fees and sell coffee, tea and related products for resale in licensed locations. Employees working in licensed retail locations are
required to follow our detailed store operating procedures and attend training classes similar to those given to employees in
company-operated stores. For Teavana and Seattle's Best Coffee, as well as Starbucks in the UK, we also use traditional
franchising.
2013 10-K
Starbucks Corporation Form