Starbucks 2013 Annual Report Download - page 5

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$1.6 billion super-premium juice category, while bringing more manufacturing jobs to the U.S. We also
began exploring the potential of handcrafted carbonated beverages, another exciting concept that
leverages Starbucks® beverage and retail expertise while expanding our refreshment options.
What’s more, delicious new food offerings, led by the rollout of La Boulange™ bakery items in more than
3,500 U.S. company-operated stores today, are receiving strong customer response and lifting sales.
Customer connections. The relationship that we have with our customers has always been core to
our brand. Today, these connections are more powerful than ever because of the combined,
complementary inuence of our global retail footprint, our world-class digital and mobile technologies,
and our innovative loyalty programs.
Consider the depth and scope of our reach: In our thousands of stores, our engaging, talented baristas
and beautiful new store designs are enhancing the Starbucks Experience; indeed, our eet of new stores
is among the best performing in the company’s history. What’s more, nearly 7 million people are active
My Starbucks Rewards™ members in the U.S., with $4 billion loaded onto cards in scal 2013 globally, and
one in every three U.S. transactions paid for with a Starbucks Card. What’s more, our customers are using
our mobile payment apps to make, on average, more than 4 million mobile transactions per week in the U.S.
The value that these assets and capabilities bring to our brand, and how that is translating into record
nancial performance, cannot be understated. Few if any companies can match the diversity of our
customer touch points. Like a ywheel effect, the momentum from the intersecting nature of this unique
network drives our business every day, giving Starbucks a potent competitive advantage.
Responsible Growth
To realize our ambition of ranking among the world’s most admired brands and enduring companies, we
understand more than ever what it means to grow responsibly—with scal discipline grounded in our
guiding principles. Today, I have no doubt that our values are driving our ability to deliver increased value
to our stakeholders, and I want to thank our partners for all they do every day to contribute to our success.
Finally, thank you, our shareholders, for your trust in us as we do our best to exceed expectations and
enter the most exciting period of our existence.
Warm regards,
chairman, president and
chief executive ofcer
Howard visiting our rst international
Community Store in Bangkok, Thailand. iii.