Kevin Johnson - Starbucks Corp.
Management
Yeah, Matthew, this is Kevin I'll start and share a perspective and get some others to add. But first of all, what's changed in terms of the store performance in middle America? Well, apparently Americans in middle America like espresso beverages and our coffee because those stores are performing at higher AUVs and higher profitability than any other part of the country. And so I don't know what the experiment was back then, but it's working now. And this is not a new thing. We've been doing this for the last couple of years and we're seeing great performance from those stores. We're using – as I outlined at Oppenheimer, we're using analytics to really look at the store, the number of stores per capita that we have in areas. We look at the demographics in those areas and we're using technology to help inform us where to go build these stores. And in since doing that, it's worked. So it's – I think the fact that just proven by the store performance we're getting on those new stores that we've been building throughout middle America and the South, they're performing well. I think the other part, then, in terms of value, the core beverage platforms of coffee, espresso, tea, refreshers are all growing. The morning day-part is growing. When we think about the differentiators for Starbucks, we differentiate around a premium coffee, a premium experience, and we differentiate by doing custom handcrafted beverages at scale. And that is why our morning day-part just keeps growing. That is the core value proposition for our customers. And in that day-part we are growing, we're growing strong and we feel good about that. As Roz mentioned, we had – in the afternoon day-part we've had some softness in afternoon, and we've seen softness in the blended platform that we've been working to address. I think, as I highlighted some of the consumer trends, this need state of convenience, we really have unlocked that I think in a way not only with Mobile Order and Pay, but with our drive-thrus and that's balancing then the experience we create in our stores around the third place around community. And so I think if we just look at both what we've learned over the last decade and the performance of the investments that we've made in those store formats, in those geographies, in our beverage platform, in the morning day-part, those things give us confidence that we're absolutely on the right path.