starbucks®on the go kiosk internal training · pdf filestarbucks®on the go kiosk...
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STARBUCKS®ON THE GO KIOSK INTERNAL TRAINING
INTERNAL: STARBUCKS USE ONLY
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
INTERNAL: STARBUCKS USE ONLY
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
INTERNAL: STARBUCKS USE ONLY
Starbucks® On the Go Kiosk Execution Options
INTERNAL: STARBUCKS USE ONLY
Starbucks® On the Go Kiosk Execution Examples
INTERNAL: STARBUCKS USE ONLY
Starbucks® On the Go Kiosk Site Requirements
•
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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
INTERNAL: STARBUCKS USE ONLY
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
INTERNAL: STARBUCKS USE ONLY
Sell-In• Key Selling Points
• Sell-In & Marketing Resources
• Partner University
• On The Go Pricing
• ROI Calculator
INTERNAL: STARBUCKS USE ONLY
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
INTERNAL: STARBUCKS USE ONLY
INTERNAL: STARBUCKS USE ONLY
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
Prior toOrderSell-in Ordering SustainmentTrain/Install
Email Template & Sales VideoComing soon
Sales Deck & Sell SheetsAvailable 1/30
Program PageLive week of 2/21
INTERNAL: STARBUCKS USE ONLY
Stanchion sign to help operators drive awareness and instructional cards to encourage & educate consumers on use
Prior toOrderSell-in Ordering SustainmentTrain/Install
Stanchion Creative
Instructional Sign Examples
Stanchion33”x78” printed 1 side Menu Board
Marketing Resources
INTERNAL: STARBUCKS USE ONLY
All marketing ordered through FS Marketing
INTERNAL: STARBUCKS USE ONLY
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
Prior toOrderSell-in Ordering SustainmentTrain/Install
INTERNAL: STARBUCKS USE ONLY
INTERNAL: STARBUCKS USE ONLY
On the Go Pricing Options
Prior toOrderSell-in Ordering SustainmentTrain/Install
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
INTERNAL: STARBUCKS USE ONLY
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
INTERNAL: STARBUCKS USE ONLY
Prior toOrderSell-in Ordering SustainmentTrain/Install
Prior to Order
• Site Survey
INTERNAL: STARBUCKS USE ONLY
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
INTERNAL: STARBUCKS USE ONLY
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
Prior toOrderSell-in Ordering SustainmentTrain/Install
INTERNAL: STARBUCKS USE ONLY
INTERNAL: STARBUCKS USE ONLY
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.
Prior toOrderSell-in Ordering SustainmentTrain/Install
Due to customization options all marketing
should be ordered through Fs Marketing directly by
field partners
Installation & Training
Date
• BUNNServe & Synsor
• Starbucks Responsibility
INTERNAL: STARBUCKS USE ONLY
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
Prior toOrderSell-in Ordering SustainmentTrain/Install
INTERNAL: STARBUCKS USE ONLY
Sustainment• Service Model
• Warranty and PM Program
• Parts and Accessories
INTERNAL: STARBUCKS USE ONLY
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
Prior toOrderSell-in Ordering SustainmentTrain/Install
INTERNAL: STARBUCKS USE ONLY
INTERNAL: STARBUCKS USE ONLY
Service Package a n d P M Program
Prior toOrderSell-in Ordering SustainmentTrain/Install
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
INTERNAL: STARBUCKS USE ONLY