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Starbucks Corporation 2014 Form 10-K 3
Revenue Components
We generate nearly all of our revenues through company-operated stores, licensed stores, consumer packaged goods ("CPG")
and foodservice operations.
Company-operated and Licensed Store Summary as of September 28, 2014
Americas
As a% of
Total
Americas
Stores EMEA
As a% of
Total
EMEA
Stores CAP
As a% of
Total
CAP
Stores All Other
Segments
As a% of
Total
All Other
Segments
Stores Total
As a% of
Total
Stores
Company-operated
stores 8,395 59 % 817 38 % 1,132 24 % 369 90 % 10,713 50 %
Licensed stores 5,796 41 % 1,323 62 % 3,492 76 % 42 10% 10,653 50%
Total 14,191 100% 2,140 100% 4,624 100% 411 100% 21,366 100%
The mix of company-operated versus licensed stores in a given market will vary based on several factors, including our ability
to access desirable local retail space, the complexity and expected ultimate size of the market for Starbucks, and our ability to
leverage the support infrastructure in an existing geographic region.
Company-operated Stores
Revenue from company-operated stores accounted for 79% of total net revenues during fiscal 2014. Our retail objective is to be
the leading retailer and brand of coffee and tea in each of our target markets by selling the finest quality coffee, tea and related
products, and by providing each customer with a unique Starbucks Experience. The Starbucks Experience is built upon superior
customer service, as well as clean and well-maintained company-operated stores that reflect the personalities of the
communities in which they operate, thereby building a high degree of customer loyalty.
Our strategy for expanding our global retail business is to increase our market share in a disciplined manner, by selectively
opening additional stores in new and existing markets, as well as increasing sales in existing stores, to support our long-term
strategic objective to maintain Starbucks standing as one of the most recognized and respected brands in the world. Store
growth in specific existing markets will vary due to many factors, including the maturity of the market.