Coffee War Analysis
Coffee Wars Analysis By Allie Goulet and Tina Guo
10/23/12
"I pledge my honor that I have neither received nor provided any unauthorized assistance during the completion of this work" In order to properly declare a winner of the Coffee Wars, we believed it to be essential to first analyze all three brands using various Brand Management tools. View pages 1-9 for our initial analysis.
Background Information | Dunkin’ Donuts | Starbucks | McCafé | Founded | 1950 in MA | 1971 in Seattle | 1993 in Australia | Mission | “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” | “Our mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” | To make McCafé the beverage destination that offers worthy and rich flavored beverages | Area served & global distribution | Restaurants in 36 US states & in 31 countries (by 2010);9760 global points by 2010 | More than 17000 stores in 55 countries | Over 1500 stores worldwide | 2011 total revenue | $ 96224 in U.S. + $3870 international ($ in thousands) | $11.7 billion | Reports indicated that an average of 15% increase in sales boost from McCafé | Other notable financial information | Segment profit: $ 70708 in U.S.; + $3180 international ($ in thousands) | Net income: $1.2 billion | Since 2009, McCafé has helped McDonald’s grow its coffee sales from 2 percent of U.S. sales to more than 6 percent | Average price per coffee | $1-$3.5 range | Range from $2-$5 | $2 to high-$4 range | Average cups of coffee sold per year | More than 1 billion cups | Around 4 billion cups (average price: $2.1) | Unknown | Coffee sourcing: | 100% Arabica coffee beans from Central America, South America and other regions for proprietary blends | Ethically sourced morethan 80% of coffee through C.A.F.E. Practices | Coffee beans from central and South America, and also Indonesia while the
10/23/12
"I pledge my honor that I have neither received nor provided any unauthorized assistance during the completion of this work" In order to properly declare a winner of the Coffee Wars, we believed it to be essential to first analyze all three brands using various Brand Management tools. View pages 1-9 for our initial analysis.
Background Information | Dunkin’ Donuts | Starbucks | McCafé | Founded | 1950 in MA | 1971 in Seattle | 1993 in Australia | Mission | “Make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores” | “Our mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” | To make McCafé the beverage destination that offers worthy and rich flavored beverages | Area served & global distribution | Restaurants in 36 US states & in 31 countries (by 2010);9760 global points by 2010 | More than 17000 stores in 55 countries | Over 1500 stores worldwide | 2011 total revenue | $ 96224 in U.S. + $3870 international ($ in thousands) | $11.7 billion | Reports indicated that an average of 15% increase in sales boost from McCafé | Other notable financial information | Segment profit: $ 70708 in U.S.; + $3180 international ($ in thousands) | Net income: $1.2 billion | Since 2009, McCafé has helped McDonald’s grow its coffee sales from 2 percent of U.S. sales to more than 6 percent | Average price per coffee | $1-$3.5 range | Range from $2-$5 | $2 to high-$4 range | Average cups of coffee sold per year | More than 1 billion cups | Around 4 billion cups (average price: $2.1) | Unknown | Coffee sourcing: | 100% Arabica coffee beans from Central America, South America and other regions for proprietary blends | Ethically sourced morethan 80% of coffee through C.A.F.E. Practices | Coffee beans from central and South America, and also Indonesia while the
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