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1、1Ourcustomersvotedusthe#1BestCoffeeintheannualZagatsurvey.WefoundasmallwaytomakeourStarbucksCardsevenmeconvenient.23Wemadesureourcustomerswillneverbewithoutgreatcoffee.WereachedmethanfivemillionfansonFacebook—methananyot
2、herbr.Wehavemethan638000followersonTwitter.6WebecamethelargestpurchaserofFairTradeCertified?coffeeinthewld.5OurgoalistohaveallnewcompanyownedstesLEEDcertifiedbeginningin2010.87Wetooktheartificialingredientsoutofourfoodto
3、leaveroomfmerealgoodness.4STARBUCKSCPATIONAUTHFISCAL2010ANNUALREPTTITLETheinnovationssuccessesofFY10madeitadefiningyearfusFY11isalreadyofftoanexcitingstart.Wedebutedanevolvedbridentity—onethatreflectsourbusinessstrategyg
4、ivesusthefreedomtoexplenewproductschannelsofdistributionwhileremainingtruetothecevaluesauthenticitythatarekeytoourcontinuedsuccess.Aswelookfwardthisevolutionisjustoneimptantsteptowardachievingourstrategicgoalscontinuingt
5、ogrowStarbucks.Thebestisyettocome.?2011STARBUCKSCPATION.ALLRIGHTSRESERVED.SJBQ411OTH00680YEARNonGAAPmeasure.Excludes$339$332$53millioninpretaxrestructuringtransfmationgesin200820092010respectively.2006includes$0.02ofexpe
6、nseresultingfromthecumulativeimpactoftheadoptionofanaccountingchangefassetretirementobligations.OperatingIncome(inMillions)chiefretailofficerStarbucksCoffeeJapanStephenLovejoysenivicepresidentSupplyChainOperationsMichael
7、MalangasenivicepresidentU.S.SteDevelopmentGlobalStrategySupptServicesJamesMcDermetsenivicepresidentNtheastDivisionColinMoesenivicepresidentpresidentCanadaLatinAmericaRichNelsensenivicepresidentpresidentEMEACraigRussellse
8、nivicepresidentSteServicesWilliamR.TransuesenivicepresidentGlobalDevelopmentClariceTurnersenivicepresidentNthDivisionMaryK.WagnersenivicepresidentResearchDevelopmentJinlongWangsenivicepresidentpresidentStarbucksCoffeeAsi
9、aPacificMarkWesleysenivicepresidentGlobalDevelopment–EMEARossannWilliamssenivicepresidentSouthDivisionWarmregardsHowardSchultzchairmanpresidentchiefexecutiveofficerANewBlueprintfGrowthGoingfwardwewillbecombiningthecompan
10、y’suniquestrengthsinwaysthatwillallowustogotomarketinawaythatonlyStarbuckscan.Webelievewehavethepotentialtobuildaptfolioof$1billionbrsinsideoutsideourstesusingauniquestrategy.Sourcingroastingservinghighqualitycoffeewillr
11、emainourcebutwearealsopursuingsustainableprofitablegrowthwithamediversifiedmultichannelmultibrbusinessmodel.IntheneartermwearefocusingonStarbucksVIAReadyBrewFrappuccinobeverages—whichisalreadya$2billionplatfm—theTazoteab
12、r.InadditionwehavealsomadesignificantprogresswithSeattle’sBestCoffee.AfterunleashingitsexcitingnewbridentityexpansionstrategyafreshlybrewedcupofSeattle’sBestCoffeeisnowofferedinmethan40000locationsuptenfoldsince2009.Ourn
13、ewgotomarketstrategyleveragesStarbucksuniquebusinessstructure:ourglobalfootprintofretailstesourdistributionwkpresenceingrocerystestheauthenticemotionalconnectionsweestablishwithourcustomersinsteswithourloyaltyprogramsthr
14、oughdigitalmedia.Eachofthesepointsofconnectioncomplementstheotherencouragingourcustomerstotrynewproductsadoptnewritualsmakemefrequentpurchases.WesawthismodelplayoutextremelywellwithStarbucksVIAReadyBrewwearetremendouslyo
15、ptimisticaboutitspotentialtodrivegrowthwithourotherbrs.Starbucks40thAnniversaryItishardtobelievebutMarch2011marksStarbucks40thyearinbusinesssinceweopenedourfirststeinPikePlaceMarketinSeattle.Thisisamajmilestonewewillbece
16、lebratinginavarietyofwaysthathonourpastreflectwhereweareheaded.Oneofthemostrelevantwaystocelebrateouranniversaryisbygivingbacktoourneighbhoods.CommunityinvolvementiscentraltoStarbucksmissionsoonourpartnerscustomersaround
17、thewldwillmeactivelyinitiateparticipateinanewarrayoflocalcommunityserviceprojectsthatwebelievewillresultinlongertermcommunitysuppt.PersonallyIcanthinkofnobetterwaytocelebrateIhopeyouwillalljoinusintheseeffts.Thisyearwewi
18、llrolloutourelegantnewbridentitywithanevolvedlogothatembracesourhistywhilegrantingusmefreedomflexibilitytothinkbeyondcoffeeevenbeyondourstes.Agreatdealofthoughtwentintocreatingthenewdesignwebelieveitsetsthestagefournextc
19、hapter.FinallybecauseanniversariesarealsoatimetoreflectonthepastabookdocumentingourtransfmationwillbepublishedinlateMarch.InOnward:HowStarbucksFoughtfItsLifewithoutLosingItsSoulIcidlyshareourjourneyboththehighsthelowsbec
20、auseunderstingbetterappreciatinghowwetransfmedwillIfeelenhanceourfuture.ThisisaveryexcitingtimefStarbucksyetwehaveemergedfromourpasthumbledrefusingtotakeanythingfgranteddeterminedtogrowwithasintensealevelofdisciplineinno
21、vationaswehaveeverdemonstrated.Asaglobalconsumerbrwithalmost17000stesgrowingbusinessesoutsideofoursteswebelievethatweareinararepositiontointernallyoffsetexternalpressuresfromwhatwilllikelycontinuetobeaverychallengingglob
22、aleconomyinthenearterm.Ateverystageofourjourneywehavebeenftunatetoreceivethesupptofourpartnersourcustomersourshareholdersbusinesspartnersfarmerssuppliers.ThankyouallfstingbyusfcontinuingtobelieveinwhatStarbucksstsfinoura
23、bilitytodeliver.DearShareholdersPerhapsmethananyothertimeinStarbuckshistyIwritetoyoufeelingextremelyproudofwhatStarbuckshasaccomplishednotjustinthesepast12monthsbutalsointhepastthreeyears.Webeganourtransfmationjourneyin2
24、008whenIreturnedasceo.In2009theseedsofthattransfmationtookroot.Fiscal2010markedthetransfmation’sdefiningyearaswedeliveredrecdfinancialresults.Duringthispastfiscalyearrevenuesincreasedtoarecd$10.7billion.Operatingincomein
25、creasedby$857millionfromfiscal2009to$1.4billion.Ourfullyearoperatingmarginof13.3percentrepresentedthehighestfullyearconsolidatedoperatingmargininourhisty.Weended2010withthehighestfullyearcomparablestesalesgrowththatwehav
26、eseenintherecentpastwhileourearningspersharealsogrewsignificantlyfromfiscal2009methandoubleonacomparable52weekbasis.Iamthrilledthatwewereabletofurthershareoursuccesswithafirsteverdividendfshareholdersfourpartnersmaintain
27、inghealthcarecoveragewhilerenewingourfocusonelevatingthepartnerexperiencethroughrecentenhancementstoourbroadbasedequityplanour401(k)program.Wewerealsoabletoofferaspecialcashawardtoeligiblepartnersinrecognitionoftheircont
28、ributiontoStarbucksstrongperfmancein2010.Fthesereasonsmewebegin2011healthierthanwehaveeverbeenwiththecapabilitiestalentresourcespassiontocontinueourmomentum.Theinternalobstaclesweovercamewhilesimultaneouslynavigatingtheo
29、ngoingeconomicchallengesstayingtruetoourvalueshavemadeusastrongercompany.Todayouroperationalfoundation—coupledwithaheightenedlevelofinnovationcustomerrelevance—presentsuswithanopptunitynotjusttogrowbutalsotobuildadiffere
30、ntkindofganization.NotanewStarbucksbutonethatwillleverageextendourcestrengthsbothinsideoutsideourstes.AStrongFoundationMomentouspositivechangesinsidetheganizationdroveoursuccessthispastyear.Infiscal2010webuiltuponthenear
31、ly$600millionofcostsavingsinfiscal2009whiledrivingmanyofourkeyfinancialmetricstorecdlevels.Wehaveimprovedtheefficiencyeffectivenessofoursupplychaintowardwldclasslevels.InourU.S.businessrevenuesoperatingincomearegrowingag
32、ainwithourstepartnerswkingpassionatelytoelevatetheStarbucksExperience.WehadbroadbasedrevenuegrowthinourGlobalConsumerProductsGroup(CPG)wearealsowellonourwaytobuildingawldclasssalesganizationbackofthehouseinfrastructureto
33、supptprofitableCPGgrowthwhichwillenableustopresentonebrvoicefStarbucksentireptfolio.Internationallythefoundationofourbrremainsstrongthewkwedidin2010broughtmedisciplineideasleadershiptolocalmarketshelpeddeliverrecdfinanci
34、alperfmanceinfiscal2010settingtheInternationalbusinessuptobeaprofitablegrowthenginegoingfward.SpecificallyafteradecadeinChinaStarbucksisbeingembracedbycustomersasawelcomethirdplacebetweenhomewkinmajsecondaryeventertiaryc
35、ities.WecontinuetostaytruetoourbrwhilefindingfreshwaystobelocallyrelevantinamarketthatweexpecttobeStarbuckssecondlargestafterNthAmerica.Incustomerfacinginitiativesweareenrichingourconnectionsonmanyfronts.TheMyStarbucksRe
36、wardsloyaltyprogramcontinuestohavesignificanttractiondrivingincrementaltransactionstoourstes.Usingsocialdigitalmediawearefurtherexpinghowweengageourcustomers.Ourmethan27millionfansaroundthewldhavemadeusatopbronFacebook.w
37、iththeOctoberunveilingoftheStarbucksDigitalwkwetappedintothevalueofourvastWiFiwktobringcustomersinourstesfreepremiumcontentfromdailynewsinTheWallStreetJournaltomusicdownloadsfromApple’siTunes.Duringthefirsttwomonthsafter
38、itslaunchtheStarbucksDigitalwkreceivednearly8millionvisitsoverwhelminglypositivecustomerfeedback.Innovationremainsacnerstoneofourgrowth.WiththelaunchofStarbucksVIAReadyBrewitscurrentplatfmofproducts—IcedFlavedChristmasBl
39、end—wehavealreadycreatedabusinesswithsystemwidesalesofapproximately$180millioninfiscal2010withmethan50000pointsofdistributionbringingnewcustomersnewoccasionstothemarketplaceaswellasgrowingStarbucksshareofthepremiumsingle
40、cupcoffeecategy.InadditionbasedinpartonthepositiveresponsetoStarbucksVIAitsearlysuccessinCanadatheUnitedKingdomJapanthePhilippineswecontinuetobelievethattheglobalopptunityfStarbucksVIAissignificantyettobefullytapped.Stay
41、tunedfmeStarbucksVIAdevelopmentsinthecomingyear.AlsoinourstestheadoptionofnewtechnologyplatfmsLeanprinciplesarehelpingtoimprovethepartnercustomerexperience.Customersatisfactionscesfpartnerfriendlinessspeedofservicetasteo
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