My apologies, I am a little late in awarding SMARTKETING’s fifth Gretzky award to the company or individual skating to where the puck is going. It was close, thus I was wavering in my final decision – Mondelēz or Starbucks. Congratulations Starbucks!
A quick review of the previous four winners:
2. Yuri Milner
3. Wang Jianlin
4. Zaha Hadid
Why Starbucks? It is real simple. Despite their recent financial achievement (fourth quarter fiscal 2014 profits of $587.9 million from a net loss of $1.23 billion the fourth quarter fiscal 2013); they do not plan to settle on their current laurels. Starbucks just announced their five-year strategic plan. Three primary growth drivers were as follows:
· Technology – They are ramping up their mobile ordering initiative so customers can order in advance and pick up their orders at their preferred location. This use of technology, along with their current payment app will also open the door for utilization of iBeacon technology. The technology I am most excited about is they are testing high-tech Duracell Powermat equipped tables. If proven successful, in theory, consumers will just place their wireless devices on tables to recharge while enjoying a cup of coffee, some food or even when conducting a meeting.
· New Brick & Mortar – They announced they will be entering the high-end specialty coffee market with new flagship stores complete with Reserve Roastery and Tasting Rooms. FYI: Beacons will be utilized to drive information and traffic to their new retail concept.
· Food – Starbucks announced they will enhance their product offerings complete with “Starbucks Evenings.” Their goal is to double their U.S. food revenue to over $4 billion in the next five years.