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Investment Overview for Starbucks (NASDAQ:SBUX)
Below are key drivers of Starbucks' value that present opportunities for upside or downside to the current Trefis price estimate for Starbucks:
Company Owned Stores
- Company Operated Stores EBITDA Margin :The margins improved to 18.7% in 2010 from 15.6% in 2009 due to restructuring and store closures. However, in 2011, the margins dropped to 17.5%, primarily due to high coffee prices. In 2012, they remained relatively stable. In 2013, the margins increased to 19.4% as a result of low arabica coffee prices. The arabica coffee prices have been rising since the onset of 2014 and if it touches $3 per pound mark, long-term margins might decline to 17.0% and we could see a 10% downside to the Trefis stock price. However, if arabica coffee prices decline again continue to test new lows, margins may improve to 21.0%, leading to an upside of 10% to the Trefis valuation.
Starbucks is the world’s leading roaster and retailer of specialty coffee. Through its global network of owned and franchised coffee retail outlets, Starbucks offers a wide range of products like high-quality whole bean coffees, freshly brewed coffees, Italian-style espresso beverages, cold blended beverages, food items like sandwiches, premium teas and coffee making equipment.
Starbucks' own stores are located near offices and residential areas and are larger in size, compared to its licensed stores that are much smaller and mostly located at airports and supermarkets.
Starbucks also sells its packaged coffee and tea through retail channels such as grocery stores, warehouse clubs, convenience stores and US food service accounts.
The Company Operated Stores division is more valuable than the Franchise Stores division for Starbucks because of the following two reasons:
Company operated stores generate more revenues than franchised stores
Starbucks makes money through its company-owned stores as well as through franchise fees and royalties from franchised stores. Starbucks earns higher profit margins from franchised stores compared to company-owned stores because there are no operational and employee costs involved with franchised stores, hence Starbucks gets to keep the entire royalty & rent fee without paying for any costs.
Revenues earned from Starbucks' company owned stores are much higher than the franchised stores. This is because, although there are costs involved, Starbucks owns 100% of the revenues from its own restaurants, while it gets a percentage of the revenues (in the form of royalty fees) from its franchised restaurants.
Number of company owned stores comparable to franchised stores
Food & beverage companies, in general, increase their reach and profits by having a large base of franchised stores. For example, McDonald's has four times more franchised restaurants than company owned restaurants, making the franchise business more valuable to its stock. However, Starbucks has almost equal number of company owned stores and franchised stores. As of March 30, 2014, Starbucks had 10,125 company-owned stores and 10,394 franchised stores making it a total of 20,519 stores.
International expansion fueling growth
During 2014, Starbucks plans to open more than 1,500 new stores most of which will be concentrated in the China/Asia Pacific region and South America. In China, the company plans to triple the number of outlets to 1500 by 2015. In South Korea, Starbucks will double the number of stores to 700 by 2016. It also opened its first outlet in India in 2012 and plans to further accelerate growth in the next 2-3 years.
Ease and convenience of payment through mobile apps helping domestic sales
At the end of 2013, there were 10 million active customers who used Statbucks' mobile app. Consumers can load the money on to the app and then present a 2D bar code to pay at the register. With this app, it’s easy to pay with a phone, track purchases and view ones My Starbucks Rewards Stars and rewards. Mobile payment now represents 14% of all Starbucks in-store transactions in the U.S. Twenty five percent of all transactions are made by loyalty members.
Global Consumer Products Group (CPG) revenues helped by direct distribution model
The CPG segment consists of packaged coffee and tea, Starbucks VIA Ready Brew and other branded products sold worldwide. Transition of these products from in-house stores to a direct distribution model (i.e. through grocery, drugstores and other sales channels) has helped boost the sales of products of this segment.
How Does Trefis Modelling Work?
How do we get the historical numbers for this chart?
Trefis has a team of in-house Analysts who gather historical data from company filings and other verifiable sources. When historicals are available, we explain how we got them at the bottom of the Trefis analysis section below.
Who came up with the Trefis forecast for future years?
The Trefis team of in-house Analysts considers a variety of factors when projecting any forecast. The rationale for our projections is explained in the Trefis analysis section below.
How does my dragging the trendline on the chart impact the stock price?
- We use forecasts for business drivers to calculate forecasted Revenues and Profits for each division of the company.
- We then use forecasted Profits in a Discounted Cash Flow (DCF) model to obtain the Price Estimate for the company.
See more on: DCF Methodology
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