Starbucks Brews Up Wireless Access - ' Starbucks Base Case '

Starbucks Base Case

Headquarters: 2401 Utah Ave. S., Seattle, WA 98134

Phone: (206) 447-1575

Business: Operates 5,886 coffee outlets in approximately 25 countries, with shops found on street corners as well as in airport terminals, supermarkets and office buildings

Chief Information Officer: James Snook, vice president of information technology, enterprise architecture

Financials: Revenue of $3.3 billion in fiscal 2002; net income of $215.1 million, or 6.5% of revenue

Challenge: Find ways to boost the productivity of its stores, through development of new coffee-related products and through technology such as wireless Internet access, Internet ordering and prepaid Starbucks cards

Baseline Goals:

• Improve productivity of district managers, helping lower store operating expenses from 38% of revenue
• Boost growth of sales at existing stores, from 6% a year
• Maintain or increase systemwide sales growth, from 26% a year