Starbucks unveils new structure, products
July 12, 2011
SEATTLE — Starbucks this week announced a new corporate structure and unveiled several new products.
On Monday, Starbucks unveiled a new three-region corporate structure to accelerate its growth strategy. The three regions will be China and Asia Pacific, including all Asia Pacific markets and China; Americas, including the United States, Canada, Mexico and Latin America; and EMEA, including Europe, U.K., Middle East, Russia and Africa.
“Our company performance over the past two years has positioned Starbucks for the significant international opportunities ahead and the acceleration of our global growth strategy,” said Howard Schultz, chairman, president and chief executive officer, Starbucks Coffee Co. “Today we are successfully executing our multi-brand, multi-channel strategy, and we believe the leadership and organizational moves announced today will optimize our speed and focus going forward.”
Starbucks said a president for each region will oversee the company-operated retail business, working with both the licensed and joint-venture business partners in each market. They also will work with Starbucks Global Consumer Products and Foodservice team to continue building Starbucks brands and channels in each region.
John Culver has been named president of Starbucks China and Asia Pacific. Mr. Culver’s focus and accountability will center on Starbucks retail business in Asia Pacific, including China, Japan and Starbucks’ newest market entry — India.
Cliff Burrows will expand his current role as president, Starbucks U.S. to president of the Americas, with responsibility for the United States, Canada, Mexico and Latin America.
Michelle Gass has been named president of Starbucks EMEA. In this role, Ms. Gass will provide leadership to Starbucks company-operated markets in this region and also will be responsible for growing and developing Starbucks joint venture and licensed operations in Europe, Russia and the Middle East. During her nearly 15 years with Starbucks, Ms. Gass has served in a variety of leadership roles, including global strategy, marketing and category management. Currently, she is president, Seattle’s Best Coffee, a Starbucks’ subsidiary.
In addition to the change in structure, Starbucks also this week introduced two new coffees and several grab-and-go snacks and entrees.
Starbucks VIA Caramel Flavored Iced Coffee is a special blend of medium roasted coffee with “a buttery, velvety caramel flavor and pure cane sugar for the perfect balance of refreshment and sweetness,” according to Starbucks. The iced coffee is available in 5-packs for a suggested retail price of $5.95.
Starbucks Iced Coffee Blend is blended and roasted 100% arabica coffee beans. The blend is available in 1-lb packages for an s.r.p. of $12.95, or in 8-oz packaging for $7.95.
“Summer is a time when customers are seeking iced-cold refreshment — the kind of thirst-quenching beverages found in our customizable, handcrafted iced coffees and Tazo iced teas,” said Annie Young-Scrivner, global chief marketing officer, Starbucks Coffee Co. “Standing by our commitment of delivering beverages and food that meet customer needs, Starbucks is the destination for helping customers stay refreshed and refueled with new drink, snack and lunch options.”
Starbucks also has introduced Bistro Boxes, which are a selection of eight snack and entree size portions in grab-and-go packaging. The clear compartmentalized packaging makes it easy to see the ingredients, while the re-sealable cover helps to maintain freshness. The Bistro Boxes are available in snack size for $4.95 or entree size for $6.95.
In addition to Chicken & Hummus, Protein and Cheese & Fruit, Starbucks has expanded the Bistro Box line to include Starbucks Bistro Chipotle Chicken Wraps, Sesame Noodles, Chicken Lettuce Wraps and Salumi & Cheese.