This graph depicts the American customer satisfaction index scores of the U.S. limited-service restaurant chain Starbucks from 2006 to 2013. In 2006, the ACSI of Starbucks was 77.
The Starbucks Corporation is a coffeehouse chain based in Seattle, it operates more than 18,000 stores worldwide (as of September 30, 2012). Just over 50 percent (around 9,400) of all Starbucks stores were company-operated stores, from which Starbucks generates around 79 percent of its revenue. Around 8,600 stores are licensed stores. Starbucks, which became a publicly traded company on June 26, 1992, generated around 13.3 billion U.S. dollars in revenue in the 2012 fiscal year.
In its company-operated stores Starbucks generates 75 percent of revenue from the sale of beverages, 19 percent from food sales and 4 percent from the sale of packaged and single serve coffees. Another two percent of retail sales are attributable to coffee-making equipment and other merchandise.
The United States is Starbucks’ biggest and most important market. In 2012, revenues from Starbucks Americas segment amounted to more than 9.9 billion U.S. dollars. The Americas segment comprises almost 13,000 stores in the U.S., Canada, Mexico, Puerto Rico, Brazil Chile and other American countries with around 86 percent of those stores located in the United States. Of the 160,000 people Starbucks employs worldwide around 120,000 work at Starbucks in the United States.
Starbucks’ main competitors are quick-service restaurants and specialty coffee shops such as McDonald’s with it McCafé brand, Caribou Coffee or Dunkin’ Donuts. Since the coffee shop market is segmented and fragmented to varying degrees Starbucks faces differing competitors depending on the country / region of operation. In Canada for example the fast casual restaurant chain Tim Hortons, which operates almost 3,500 stores in Canada compared to Starbucks 1,200, is one of Starbucks’ strongest competitors.
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