starbucks®on the go kiosk internal training · pdf filestarbucks®on the go kiosk...

STARBUCKS®ON THE GO KIOSK INTERNAL TRAINING

INTERNAL: STARBUCKS USE ONLY


A genda

Program overview• Starbucks® On The Go Features• FY17 AOP Commitment• Execution Options• Site Requirements• NA Rules of Engagement• Guardrails & Placements

Sell-in• Key Selling Points• Sell-In & Marketing Resources• Partner University• Guardrails and Placements• On The Go Pricing• ROI Calculator

Prior to order• Site survey

Order Placement• Order Process• Ordering Unit & Equipment• Product RPM Baskets

Installation/training• BUNNServe & Synsor• Starbucks Responsibility

Sustainment• Service Model• Warranty and PM Program• Parts and Accessories

Overview• Starbucks® On The Go Features

• FY17 AOP Commitment

• Execution Options

• Site Requirements

• Rules of Engagement

• Guardrails and Placements


Channels

Experience

Equipment

• Foodservice

• Includes Thermoplan Black & White 3 CTMC

• Option to add brewed coffee with • Serenade™ Single-Cup Brewer• Airpots

• A self-serve, elegantly branded Starbucks Experience

• Premium espresso with fresh dairy• Minimal operational effort or retail space

required

Features• Branded signage, cabinetry & lighting• Customer payment option – coming soon

Placement• Ideal for operators who want to offer a

premium coffee solution without the labor requirements of a WPS full café

Starbucks® On the Go Kiosk Fea t u res

Testing • Market testing since FY16

FY17 Starbucks® On the Go AOP Commitment:

100+ placements


Starbucks® On the Go Kiosk Execution Options


Starbucks® On the Go Kiosk Execution Examples


Starbucks® On the Go Kiosk Site Requirements

•

•

•

•

•

•

Operations:

Starbucks Confidential – INTERNAL USE

ONLY

Branded Solutions: Turnkey Options

Serenade™

Brewer

Starbucks® On the Go

Kiosk

Foodservice & Workplace Licensed Store

Starbucks® Icon Starbucks® Licensed

Store

Service Model

Experience

Business Model

Self-Serve (some labor req’d) Full Serve

LowLimited Assortment & customization

HighFull Assortment

Key Placement Guidelines

• FS locations where a premium self-serve espresso solution is a good fit

• All segments that are Starbucks-brand approved

• Requires bi-annual to quarterly visits

Channels – Foodservice Location

• Must be kept as branded experience as delivered at installation No other products on counter No exterior signage

• Adjacencies to other units, products is acceptable (e.g. other countertops, offerings)

• In-line placement with vending machines is not allowed

• The fixture is permanent and cannot be moved without Starbucks permission; not a mobile solution


Business &

IndustryHealthcare Travel Casino College &

University

LodgingGrocery

R u le s o f En ga ge me nt

National Accounts

• National Account team is currently sharing the On the Go opportunity with their

corporate contacts.

• We will have full rules of engagement for the field by February 25.

• If not noted below, please contact NAE before sharing On the Go with national

accounts.

National Account NAE Approved to Sell-In for field

Yes No

Barnes & Noble Susannah Dhamdhere X – sold at corp level

Kroger Beth Faw X – sold at corp level

All Target, Airports & Grocery

Pam Drew’s Team X – sold at corp level


Sell-In• Key Selling Points

• Sell-In & Marketing Resources

• Partner University

• On The Go Pricing

• ROI Calculator


3 K e y S e l l in g Poin ts

Prior toOrderSell-in Ordering SustainmentTrain/Install

BEVERAGE QUALITY

• Thermoplan Black & White CTMC provides café quality espresso made with fresh dairy

• Addition of Serenade™ Single-Cup Brewer offers premium fresh brewed coffee, as well as the option for TAZO® Chai Latte & Iced Coffee

• Airports give flexibility of a variety of Starbucks® brewed coffee

OPERATIONAL EASE

• A convenient, self-serve solution

• At just 7 feet wide and 3 feet deep, fits within a small retail footprint

• Requires minimal operational effort

BRANDED DESIGN

• Elegant casework with branded materials and signage make a strong statement for consumers

• Option to add the Serenade™ Single-Cup Brewer further brings the brand to life with the immersive interface experience



S e l l - In R es o urces

Multiple resources available from a sales presentation to an email template to a website program page


Email Template & Sales VideoComing soon

Sales Deck & Sell SheetsAvailable 1/30

Program PageLive week of 2/21


Stanchion sign to help operators drive awareness and instructional cards to encourage & educate consumers on use


Stanchion Creative

Instructional Sign Examples

Stanchion33”x78” printed 1 side Menu Board

Marketing Resources


All marketing ordered through FS Marketing


P a r t n e r U n ive rs i t y

Provides partners additional training support on Starbucks®On the Go Kioskprogram:• Kiosk Intro• Video Overview• Key Resource Links• Quiz for Understanding

Activation:• Partners will receive

email invite for assigned training

• Training tracked for completion – be sure to hit “SUBMIT” once complete to get credit




On the Go Pricing Options


Option 1: Espresso Only Option 2: Add Serenade Option 3: Add Airpots

Price: $30,920

Included Items:• On The Go Kiosk• B&W3 CTMC espresso machine• Under-counter refrigerator• Extra chocolate hopper

• 1st Year Service Package (CTMC)• Installation/calibration• 2 PM Visits (3 & 9 month)• 2 Reactive service calls

Price: $37,427Base : $30,920 + $6,507

Included Items:• Option 1 items• Serenade

• 1st Year Service Package (CTMC)• 1st Year PM Package (Serenade)

• Installation/calibration• 2 PM Visits (6 & 12 month)• Initial filtration and supplies

Price: $31,870-$32,354Base: $30,920 + $1,030-$1,554*

Included Items:• Option 1 items• Airpot Brewer• Airpots

• 1st Year Service Package (CTMC)• Installation of brewer

• Includes initial water filtration

*Single or Twin airpot brewer that must be installed elsewhere

Additional Options• Epayment Package (Options 1 & 2)

o Cashless payment solution

• Additional Soluble Hopper (Serenade)o Ensure proper & regular cleaning INTERNAL: STARBUCKS USE ONLY

Initial Order ProductApprox. $1000 for option #1

Freight included in all pricing


ROI Calculator

ROI calculator provides the opportunity to customize to expected volume against kiosk investment and provide operators with breakeven timing and estimated annual ROI



Prior to Order

• Site Survey


ROS Customer ROS

Perform an In-person Site Survey

• Confirm all electrical, water and

space needs are in place.

NEW Things to Look For

• Ice Machine – is one close by;

required for iced coffee

(Serenade Option)

• Milk Storage –adequate

storage nearby?

• Attendant – will there be

person nearby to monitor?

• Payment Options– POS or

epayment package

Provide customer Pre-Installation

Checklists

• Located on the HUB

• Two separate checklists for

Espresso and Serenade

• Required; completed and returned

to BUNN

Review Pre-Installation Checklists

• Confirm all site requirements are in

place. (electrical, water and space

needs)

• Provide all brewer set up

configuration and service account

information on Pre-Installation

Checklists

• Email completed Pre-Installation

Checklist to Starbucks Field Sales

Rep.

Review returned Pre-Installation

Checklists

• Ensure completion

• Work with customer to make any

necessary adjustments

Forward Completed Pre-Installation

Checklists to BUNN for Installation

to be Scheduled

S i t e Survey

Sell-in Prior toOrder Ordering Train/Install Sustainment


Order Placement• Order Process

• Ordering Unit, Equipment

• Product RPM Baskets

Order Process & Timeline: Kiosk & Equipment

Order Placed Ships BUNNserve Tech/Operator

Foodservice

1

• Follows current Espresso Order requirementso Customer purchase order strongly recommendedo Credit Approval Required

• Equipment Baskets in RPMo Option 1: Espresso Only – ordered under espresso order typeo Option 2 with Serenade, requires separate order o Option 3 with drip brewer, requires separate order

• Provide requested installation date based on lead times provided above

• If adding brewed coffee option, sales partner will need to communicate via RPM that orders are tied together.

2

• Espresso machine and refrigerator ship from La Vergne, TN DC• Kiosk ships from Synsor manufacturing in Everett, WA

o *Initial manufacturing lead-time is 6-8 weeks. Expected to improve to 2-3 weeks by FY’17 Q3.

3

• All items ship to customer’s site• If adding Serenade, that item will ship to BUNNserve tech or sub agent• Recommendation: Install over 2 days.

o Kiosk install time: 4 hourso Espresso install and training 4-6 hours

30-40* BUSINESS DAYS 10 BUSINESS DAYS




Or d e r i n g E q u ip me n t a n d P r o d u c t R P M B aske t s

FoodserviceEquipment

Options 1: On The Go Equipment

• Basket availableo B&W3 CTMC espresso machineo On The Go kiosko Under-counter refrigeratoro Extra chocolate hoppero Water filtrationo Required Installation and Service

Bundle

Options 2: Serenade

• Basket available o Serenadeo Additional Soluble Hopper o Required Installation and

Service Bundle

• Separate order required

Option 3 Drip Brewer and airpots• No basket available• Separate orders required

Additional Accessories, Supplies and Optional Packages

• EpaymentPackages (CTMC and Serenade)

RPM Basket: Foodservice: Coffee, Paper, Display and Additional Products*

• 1lb & 5lb Espresso• Hot Cups-8,12,16• Lids – Hot• WPS Napkins• Stir Sticks• WPS Sleeves

• Cup & Lid Holder• Sleeve Holder• Tazo Rack• Tazo Tea Starter• Hot Cocoa• Fontana Syrups

• Cleaning tablets• Training Materials• Marketing Support

*Product Orders quantities in RPM will need to be adjusted and modified based on operator need and OTG execution option.


Due to customization options all marketing

should be ordered through Fs Marketing directly by

field partners

Installation & Training

Date

• BUNNServe & Synsor

• Starbucks Responsibility


BUNNserve & Synsor ROS

• BUNN Technician will bring accessories and filtration.

• Conduct installation & initial operation, maintenance, and machine training for the customer.

• Optional e-payment package installed

• Onsite to provide brand and overall operator expectation for delivering Starbucks Experience

• Review Starbucks provided Equipment Cleaning and Product Cards & Operations Guide for On The Go

• Install marketing at kiosk prior to opening

F o o d s e rv ic e Op e r a t o r Tr a in ing



Sustainment• Service Model

• Warranty and PM Program

• Parts and Accessories


S e rv ic e Mode l

Foodservice

The Starbucks ® On the Go and the Serenade™ brewer (optional) are soldequipment programs. The customer is responsible for service and filtration.BUNNserve is the only authorized service provider.• Installation:

• Included in the purchase price of the equipment• Installation request process mirrors current BUNNserve supported

equipment programs• Confirmations for installation scheduling require Pre-installation

Checklist/Site Survey form completed and sent to BUNNserve• Reactive service:

• NEW! Starbucks specific toll free number available 24 hours a day(888-447-3719)

• Required: Customer account set up with BUNNserve or credit card




Service Package a n d P M Program


FoodserviceOption 1: Standard set-up Black & White 3 CTMC espresso machine

1st year Service package included in purchase price• 3 and 9 month PM visits

• Replacement of select wear parts• Cleaning/de-scaling of machine

• Includes 2 Reactive Service calls

Option 2: Serenade Add on

1st year PM package included in purchase price• 6 and 12 month visits

• Replacement of select wear parts• Cleaning/de-scaling of machine

BUNNserve will schedule all PM’s with account directly

2+ year PM packages can be purchased directly from BUNNserve

Casework: Synsor provides a 1 year warranty covering workmanship and manufacturing defects


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