This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Starbucks Blonde Roast Is Available In Starbucks Stores And Where Customers Buy Groceries. (Photo: Business Wire)

Stocks in this article: SBUX

Starbucks Coffee Company (NASDAQ: SBUX) aims to grow share of the 40 percent of U.S. coffee drinkers 1 who say they prefer a lighter roast by using an innovative cross-channel campaign to win them over to Starbucks® Blonde Roast. Starbucks has already seen significant success since introducing its lighter roast coffee last year. Starbucks® Blonde Roast packaged coffee sales were 79 percent incremental in grocery and 70 percent incremental at Starbucks retail stores, driving growth across all channels in the nearly $1 billion light roast coffee segment. 2

Starbucks Blonde Roast is available in Starbucks stores and where customers buy groceries. (Photo: B ...

Starbucks Blonde Roast is available in Starbucks stores and where customers buy groceries. (Photo: Business Wire)

“Starbucks® Blonde Roast is a new roast curve for Starbucks that celebrates our coffee heritage and roasting expertise and introduces new customers to our coffee,” says Craig Russell, senior vice president, Global Coffee, for Starbucks. “For those who think Starbucks® coffee is too dark, we now have an answer. We’re excited about the response we’ve seen over the past year and are looking forward to bringing the taste of our milder, easy-drinking Starbucks® Blonde Roast coffee directly to even more consumers nationwide.”

In another sign that the company is reaching out to new customers, Starbucks created Vanilla Blonde, its first handcrafted brewed coffee that features a sweeter taste profile with the addition of vanilla flavored syrup added to its lightest roast. Realizing approximately 80 percent of brewed coffee drinkers add milk or sugar to their coffee 3, Vanilla Blonde gives brewed coffee drinkers their own customizable option at Starbucks.

Starting today, millions of Americans will have the opportunity to taste Starbucks® Blonde Roast and Vanilla Blonde thanks to an extensive cross-channel sampling and sharing campaign featuring millions of offers for a free tall (12 fl. oz.) cup of Starbucks® Blonde Roast or Vanilla Blonde and $1 off any Starbucks® packaged coffee or Starbucks® K-Cup® packs 4 in retail stores and where customers buy groceries.

Here are some examples of how Starbucks will engage customers nationwide starting today:

  • Customers can get a free Tall (12 fl. oz.) Starbucks® Blonde coffee for themselves by sharing a Starbucks Card eGift with a friend through a new desktop and mobile-enabled Facebook app accessible at apps.facebook.com/starbucksblonderoast. The app features uplifting Light Note cards to share with friends as a fun and humorous way to share a taste of Starbucks® Blonde Roast.
  • Starbucks® Mobile cafés will pop up in Boston, New York, Washington D.C., Philadelphia, Chicago and Dallas where, for three weeks each, they will offer free samples of Starbucks® Blonde Roast and Vanilla Blonde coffee along with vouchers for a free Tall (12 fl. oz.) Starbucks® Blonde Roast coffee or Vanilla Blonde 5 and $1 off Starbucks packaged coffee and Starbucks K-Cup packs to passersby.
  • A dozen ambassadors donning coffee-filled jet packs will also hit local streets in these cities to share tastes of Blonde Roast coffee with those who can’t make it to the mobile cafés.
  • More than 8,000 food, drug, and mass grocery retailers will offer Starbucks® Blonde Roast to shoppers down the aisle – the biggest sampling effort down the aisle in Starbucks history.

About Starbucks Corporation

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the high-quality arabica coffee. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com.

1 Starbucks Consumer Research 2010 2 IRI Panel Data for the 52-weeks ending 12-2-12 (includes all forms of light roast coffee purchased at food, drug, and mass outlets, including Wal-Mart, Sam’s Club, and Costco) 3 Starbucks A&U study, 2012 4 Keurig and K-Cup are trademarks of Keurig, Incorporated, used with permission. K-Cup® packs for use in Keurig® K-Cup® Brewing Systems. 5 Value of eGift equivalent to one tall cup of brewed Starbucks® Blonde Roast coffee valued up to $2.60. Number of eGifts available is limited. Limited time offer.



1 of 2

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,356.87 +288.00 1.69%
S&P 500 2,012.89 +40.15 2.04%
NASDAQ 4,644.3120 +96.4780 2.12%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs