Retail Coffee Industry

Kay C., Julie, Mike

Agenda

• Industry Information • Local Industry Pricing Strategies • Specific Pricing Strategies • Conclusion

Why?

• US $40 billion dollars spent on coffee every year • 54% of Americans drink coffee every day • Average price of espresso-based drink is $2.45 • Average price of brewed coffee is $1.38

• How does this compare to price in Ithaca?

Industry Information

Chain of Supply

• Brazil, Vietnam, Colombia, Indonesia • Rising costs via low crop yield • Wholesale Intermediary • High Concentration • High barriers to entry • High competition • Low Barriers to entry • Medium concentration

Coffee Suppliers at a Glance:

Total Number of Coffee Establishments in the United States : 359 Revenue: $8.8 billion Profit: $798.6 million Top 5 players are estimated to generate 71.7 % of industry revenue Key External Drivers: world price of coffee, demand from grocery wholesale, per capita coffee consumption, world price of crude oil Market Share: 16.3% 14.1% 17.6% 24.8% 11.8%

Coffee Retailers at a Glance:

Industry Key Drivers: Retail Coffee

Internal • Consolidation • Wage and input increases, thus cost control • Market position & “high profile” outlets • Franchising External • Consumer Spending • Health food trend • Per capita disposable income • Per capital coffee consumption

Product Mix Brewed Coffee Food & Drink Specials Seasonal Drinks Iced Coffee Specialty Drinks

Concentration, HHI

• High concentration in the retail coffee industry • HHI of =1907.5

• Market structure of a few major global player with world-wide brand recognition facing competition regionally with high quality local providers

Concentration, HHI

• HHI index based on the Industries major players: 1549 • Concentration in the coffee industry is HIGH • Major players  low value, high-volume, branded products • Smaller players  high-value, low volume, niche products • Competition in this industry is increasing due to brand loyalty and different perceptions of quality • Barriers to entry are HIGH and increasing because of the market power of the major players

Major Local Players

Our Analysis

• • • • • • • • Collected prices of 4 standard drinks from: Starbucks (2 locations) Dunkin Donuts McDonalds Collegetown Bagels Gimme Coffee shop Manndible Café Trillium Express & Olin Cafe

Local Industry Pricing Strategies

1 0,5 2,5 2 1,5 12 oz Coffee Pricing in Ithaca (overview)

Hot Coffee

16 oz 20 oz Manndible Starbucks CTB Trillium Olin Café Mcdonalds Dunkin Donuts

4,5 4 3,5 3 2,5 2 12 oz

Coffee Pricing (Overview continued)

Latte

16 oz 20 oz Manndible Starbucks CTB Campus Mcdonalds Dunkin Donuts

Specific Strategies

Premium Pricing

• Keeping the price of the product relatively high in order to encourage favorable perceptions among buyers, based solely on price • May exploit the tendency for buyers to assume that:

Retailers that use this strategy:

Premium Pricing $4,50 $4,00 $3,50 $3,00 $2,50 $2,00 $1,50 $1,00 Coffee

Starbucks 16 oz vs. McDonalds

Iced Coffee

Drinks

Latte Mocha Starbucks McDonalds

Cost-Plus Pricing

• • • The retailer works out all costs associated with the product and adds the amount of profit they need to make. Most costs associated with selling a cup of coffee are fixed: example labor- same salary for the barista if she is pouring you brewed coffee of making espresso drink Generally speaking, the bigger the drink you get, the higher the profit margin for the retailer

Retailers that use this strategy:

• • • • •

Costs Associated with Selling a Cup of Coffee:

Coffee Beans Wages for barrista etc.

Cup/Lid Overhead Costs (rent, upkeep) Any extras (milk, soy, espresso)

2,5 1,5 3 2 12 oz

Cost Plus Graph

Manndible Coffee Price vs. Price/oz

0,18 0,16 0,06 0,04 0,02 0 0,14 0,12 0,1 0,08 Price Price/oz 16 oz 20 oz

Linear Pricing

• Linear pricing is defined as paying a set amount per oz, multiplied by the # of oz in the drink • All the coffee retailers exhibited this strategy within each drink category. This is seen in the different size options.

1,6 1,4 1,2 1 2,6 2,4 2,2 2 1,8 12 oz

Linear Pricing

Hot Coffee

16 oz 20 oz Manndible Starbucks CTB Trillium Olin Café Dunkin Donuts

2

nd

Degree Price Discrimination

• Bundling: breakfast deals • Coffee Cards- frequent user incentives • Add ons- soy milk, extra espresso, extra flavor shot • Manndibucks- prepaid • “Unlimited” mugs

Price Bundling

• Companies often bundle items together to achieve maximum consumer surplus. • Dunkin Donuts coffee complements their bakery products and breakfast sandwiches.

• Although these can be bought separately, buying them together as a value meal is cheaper.

• Manndible offers a breakfast bundle of Coffee and a Bagel with Cream Cheese

Complementary Pricing

• Charging a very low price for an item compared to its competitors, while raising price on other items.

• McDonalds offers a small cup of coffee for $1, and runs a seasonal campaign of any size coffee for $1.

• Artificially low price of coffee stimulates interest, brings in customers who are then more likely to buy some food along with their inexpensive cup of coffee.

Gimme! Vs. Manndible

• Same coffee, different prices. Why?

Coffee

2,6 2,4 2,2 2 1,8 1,6 1,4 1,2 1 12 oz 16 oz 20 oz Gimme Manndible

Mocha

4,6 4,4 4,2 4 3,8 3,6 3,4 3,2 12 oz 16 oz 20 oz Gimme Manndible

Conclusion

Analysis & Recommendations

• • • • • Investment Recommendations: Large opportunity for national and international expansion Non-coffee sales Homebrew • • • • • Company Recommendations Specialty coffee Coffee bean sales Social responsibility & community relations Customer service Product innovation

National vs. Local

• • • Average national price: Brewed- $1.38

Espresso- $2.45

• Average Ithaca price • • Brewed- $1.58

Espresso- $2.93

Questions?