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8-K - FORM 8-K - Caribou Coffee Company, Inc. | c61690e8vk.htm |
EX-10.1 - EX-10.1 - Caribou Coffee Company, Inc. | c61690exv10w1.htm |
EX-10.2 - EX-10.2 - Caribou Coffee Company, Inc. | c61690exv10w2.htm |
Exhibit
99.1
Risk
Factors
The occurrence of any of the following risks might
cause you to lose all or part of your investment. Some
statements herein, including statements
in the following risk factors, constitute forward-looking
statements.
Risks Related to
Our Business
We have a
history of net losses and may incur losses in the
future.
We incurred net losses of $16.3 million in the fiscal year
ended December 28, 2008 and have incurred net losses in all
but two years since our inception in 1992. The recent
improvement in our results of operations is primarily the result
of increased sales across our businesses, improvements in
operating efficiencies and a reduction in operating costs. We
have also experienced a significant reduction in depreciation
and amortization. We may not be able to maintain current sales
levels and our operating costs may increase, which may cause us
to return to incurring net losses. Therefore, we cannot assure
you that we will be profitable in future periods.
We face
many challenges in enhancing the average unit volume of our
existing and new coffeehouses through the expansion of our food
offerings.
We are seeking to increase our average unit volume to grow our
profitability by increasing traffic in our coffeehouses and our
average customer check. We have recently expanded the food
offerings in our coffeehouses, including the introduction of hot
oatmeal and breakfast sandwiches, and to date, we have installed
ovens in approximately 200 company-owned coffeehouses. Our
expansion of food product offerings causes us to face additional
risks. Our brand has historically been associated with beverage
products, and we may not be successful in persuading customers
to make incremental food purchases. Sales of food products
requires the implementation of new logistics efforts compared to
our beverage sales, including managing our food supply chain,
providing additional cold storage space in our stores and
training our employees to prepare and manage our food offerings.
We also face competition from other companies that provide a
wider range of food products along with beverages, including
coffee. If we are unable to successfully implement our strategy
to increase our food offerings as quickly as we have planned or
at all, we may be unable to maintain or grow our average unit
volumes and our profitability and prospects may be adversely
affected.
If we
fail to continue to develop and maintain our brand, our business
could suffer.
We believe that maintaining and developing our multi-channel
brand is critical to our success and our growth strategy and
that the importance of brand recognition is significant as a
result of competitors offering products similar to our products.
We have made significant marketing expenditures to create and
maintain brand loyalty as well as to increase awareness of our
brand. If our brand-building strategy is unsuccessful, these
expenses may never be recovered, and we may be unable to
increase our future sales or implement our business strategy.
We may
not be successful in maintaining or expanding our commercial
business.
Our commercial segment was approximately 11% of our total sales
in 2009, and we are seeking to increase our sales in our
commercial segment as part of our growth strategy. However, we
may not be successful in maintaining our existing commercial
customers or attracting new commercial customers. We do not have
contracts with many of our commercial customers and one or more
of them could choose to discontinue purchasing our products at
any time. A large percentage of our commercial business is
concentrated in a small number of customers, and we expect that
this concentration will continue in the future. Consequently,
the loss of any one customer in this area could have a
significant adverse impact on our commercial business. In
addition, we may not be able to attract new commercial
customers, which would impede our ability to achieve our growth
strategy.
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In March 2010, we entered into a one-year distribution agreement
with U.S. Foodservice to become its preferred provider of
premium coffee. This distribution agreement, however, does not
provide for any minimum purchase commitments by
U.S. Foodservice nor does it provide that
U.S. Foodservice must maintain an exclusive relationship
with us. Due to the preferred nature of this agreement, we are
unable to contract with another foodservice provider until March
2011, which may put us at a competitive disadvantage in our
industry. This relationship has not yet resulted in significant
commercial segment sales, and we cannot assure that it will do
so in the future. If we or U.S. Foodservice discontinues
our relationship in the future, we will need to find a new
partner in the foodservice business, which could delay our
penetration of the commercial business, decrease our
competitiveness in this segment and materially and adversely
affect our results of operations. In addition, we may not choose
or be able to form a similar relationship, which may place us at
a competitive disadvantage and sales in our commercial segment
may not grow as rapidly as our competitors.
Furthermore, our licensing arrangement for the sale of our brand
in K-Cups for use with the
Keurig®
single-cup brewing systems increases our brand exposure and has
provided us with increasing sales in our commercial segment.
Pursuant to this licensing agreement, we are not permitted to
enter into arrangements with a similar provider of coffee during
the term of the agreement, which may not be terminated without
one years prior notice by either party. Consequently, we
may be unable to enter into relationships with other coffee
providers that present us with sales opportunities, which may
prevent us from taking advantage of potential growth
opportunities. A continued relationship with Keurig and use of
our brand in its K-Cup line of business will allow us to
continue to benefit from increased brand exposure. A failure to
maintain our relationship with Keurig and the inability to have
our products sold in its K-Cup line of business may adversely
affect our results of operations, profitability and growth
strategy.
If we
fail to locate superior coffeehouse sites to open planned new
stores, our new stores may not achieve acceptable levels of
profitability.
Our growth strategy assumes that we will open approximately 10
new coffeehouse locations by the end of fiscal year 2011 and an
additional 20 to 25 coffeehouse locations in fiscal year 2012.
Our ability to open new stores that meet our targets for
profitability or are profitable at all is highly dependent on
our ability to locate superior coffeehouse sites and lease on
terms that are acceptable to us. Despite the economic downturn,
competition for prime locations is intense and the prices
commanded for such locations have remained high. In addition,
there are fewer new developments, such as shopping centers,
being constructed. This further reduces the supply of potential
new coffeehouse locations. If we are unable to locate such
locations or if we are unsuccessful in recognizing superior
sites, our new stores may not achieve the levels of
profitability that we anticipate, which could adversely affect
our net sales and growth strategy. In the past, some of our
stores were opened in suboptimal locations, and we were forced
to close a number of them. In addition, the profitability of our
new coffeehouses is also dependent on our ability to control
construction and development costs of such new coffeehouses. If
we are unable to control construction and development costs, our
results of operations may be adversely affected.
Our new
coffeehouses may not achieve market acceptance or the same
levels of profitability as our existing stores or be profitable
at all.
Our expansion plans depend on opening coffeehouses in existing
markets where we may already have coffeehouses nearby or where
there is a high degree of competition. The success of these new
coffeehouses will be affected by competitive conditions,
consumer tastes and discretionary spending patterns, as well as
our ability to generate market awareness of the Caribou Coffee
brand. Our coffeehouses in Minnesota, which account for
approximately half of our coffeehouses and net sales, have
consistently been more profitable than our coffeehouses outside
of Minnesota. Although we have opened coffeehouses in markets
outside of Minnesota and expect to continue to do so, we may
never achieve the same levels of profitability at these other
coffeehouses as we have with those located in Minnesota.
New coffeehouses may take longer to reach profitability, thereby
affecting our overall profitability and results of operations.
Moreover, we may not be successful in operating our new
coffeehouses on a profitable basis. Some of our markets may not
be able to support additional coffeehouses and new coffeehouses
may take away customers from our existing coffeehouses thereby
affecting the profitability of our existing coffeehouses. In
addition, many of
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the markets in which we operate, and in which we intend to
expand our coffeehouses, also contain our competitors. Such
markets may not be able to support additional coffeehouses, and
if we are unable to attract customers to our new coffeehouses
and away from our competitors, our new coffeehouses may not
achieve sustainable levels of profitability. Furthermore, our
failure to achieve market acceptance or profitability at one or
more of our new coffeehouses could put a significant strain on
our financial resources and could limit our ability to further
expand our business. In the past, we have been forced to close a
significant number of underperforming coffeehouses, and if we
are not successful in opening profitable new coffeehouses or
operating existing coffeehouses, we may be forced to close
additional coffeehouses in the future. There can be no assurance
that we will be successful in operating any of our existing or
new coffeehouses profitably.
We
compete with a number of companies for customers. The success of
these competitors could have an adverse effect on us.
The premium coffee industry is highly competitive. Our primary
competitors for coffee beverage sales are other premium coffee
shops and other restaurants. In all markets in which we do
business, there are numerous competitors in the premium coffee
beverage business, and we expect this competition to continue or
increase. Starbucks Corporation is the premium coffeehouse
segment leader with approximately 11,000 locations in the United
States and approximately 6,000 locations internationally. Our
other primary competitors are regional or local market
coffeehouses, such as Dunn Brothers in the Minneapolis market.
Additionally, other companies may develop coffeehouses that
operate concepts similar to ours.
We also compete with numerous convenience stores, restaurants,
coffee shops and street vendors. We also compete with quick
service restaurants, and recently, a number of other quick
service restaurants such as McDonalds have begun more
aggressively pursuing the coffee beverage market. As we continue
to expand our food offerings, we will compete with additional
national, regional and local competitors. We must spend
significant resources to differentiate our customer experience,
which is defined by our products, coffeehouse environment and
customer service, from the offerings of our competitors. Despite
these efforts, our competitors still may be successful in
attracting our customers.
In addition, we compete directly against all other coffee brands
in the marketplace with respect to our commercial segment.
Coffee is sold by coffee roasters, such as us, to foodservice
operators, direct to consumers through websites, mail order,
offices and other places where coffee is consumed or purchased
for home consumption. A number of nationwide and regional coffee
roasters are also distributing premium coffee brands in
supermarkets, and these premium coffee brands, including
national and regional private label brands, may serve as
substitutes for our coffee. If we do not succeed in effectively
differentiating ourselves from these competitors, by developing
and maintaining our brand, then our competitive position may be
weakened and our sales may be materially adversely affected.
Competition in the premium coffee market is becoming
increasingly intense as relatively low barriers to entry
encourage new competitors to enter the market. The financial,
marketing and operating resources of these new market entrants
may be greater than our resources. In addition, some of our
existing competitors or potential competitors have substantially
greater financial, marketing and operating resources, which may
allow them to react to changes in pricing and the coffee
beverage industry generally better than we can. Our failure to
compete successfully against current or future competitors could
have an adverse effect on our business, including loss of
customers, declining net sales and loss of market share.
Implementation
of our growth strategy may place a strain on our management,
operational and financial resources, as well as our information
systems.
To achieve our goal of continuing to grow our business, our
brand and the number of our coffeehouses, we must:
| maintain the premium nature of our brand; | |
| obtain superior sites at acceptable costs in highly competitive real estate markets; | |
| successfully manage new coffeehouses; | |
| hire, train and retain qualified personnel; |
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| continue to improve and expand our coffee, other beverage and food offerings; | |
| expand our commercial sales; | |
| attract franchisees who will operate coffeehouses internationally and in certain strategic situations domestically; | |
| continue to upgrade inventory control, marketing and information systems; and | |
| maintain strict quality control from the sourcing of high-quality coffee beans to the delivery of coffee, beverage and food products to our customers. |
We intend to use cash flow from our current operations to fund
our growth strategy. Implementation of our growth strategy may
place a strain on our management, operational and financial
resources, as well as our information systems. Our growth
continues to increase our operating complexity and the level of
responsibility for new and existing management and store-level
employees. Furthermore, our results of operations and financial
condition may be adversely affected if we are unable to
implement our business strategy or if our business strategy
proves to have been flawed.
The
availability and price of high quality Arabica coffee beans
could impact our profitability and growth of our
business.
Our principal raw material is green coffee beans, representing
approximately 31% of our cost of goods spending in 2009. We
source our green coffee beans from direct coffee farmer
relationships utilizing brokers. Although most coffee beans are
traded in the commodity market, the high-grade Arabica coffee
beans we buy tend to trade on a negotiated basis at a
substantial premium above commodity coffee prices, depending
upon the supply and demand at the time of purchase. We typically
enter into supply contracts with individual suppliers with a
term of one year or less to purchase a pre-determined quantity
of coffee beans at a fixed price per pound. If we are unable to
source sufficient quantities of green coffee beans to meet our
demands for growth and expansion, then our business could be
negatively impacted.
The prices we pay for coffee beans are subject to movements in
the commodity market for coffee. The price can fluctuate
depending on such things as weather patterns in coffee-producing
countries, economic and political conditions affecting
coffee-producing countries, foreign currency fluctuations,
coffee-producing countries export quotas, commodity market
investor activity and general economic conditions. In addition,
coffee bean prices have been affected in the past, and may be
affected in the future, by the actions of certain organizations
and associations that have historically attempted to influence
commodity prices of coffee beans through agreements establishing
export quotas or restricting coffee supplies worldwide. Should
the price for coffee beans increase and we are not able to
adjust our pricing and cost structure accordingly, our margins
and profitability will decrease. Our ability to raise sales
prices in response to rising coffee bean prices may be limited
and depends largely on what our competitors do in response to
price pressures, and our profitability could be adversely
affected if coffee bean prices were to rise substantially.
Moreover, passing price increases on to our customers could
result in losses in sales volume or margins in the future.
Similarly, rapid sharp decreases in the cost of coffee beans
could also force us to lower sales prices before we have
realized cost reductions in our coffee bean inventory.
We face
the risk of fluctuations in the cost, availability and quality
of our non-coffee raw ingredients.
The cost, availability and quality of non-coffee raw ingredients
for our products are subject to a range of factors. For example,
we purchase significant amounts of dairy products to support the
needs of our coffeehouses. In addition, although less material
to our operations, other commodities related to food and
beverage inputs such as cocoa and sugar are important to our
operations. Fluctuations in economic and political conditions,
weather and demand could adversely affect the cost of our
ingredients. We have limited supplier choices and are dependent
on frequent deliveries of fresh ingredients, thereby subjecting
us to the risk of shortages or interruptions in supply. In
particular, the supply and price of dairy products are subject
to significant volatility. Our ability to raise sales prices in
response to increases in prices of these non-coffee raw
ingredients may be limited, and our profitability could be
adversely affected if the prices of these ingredients were to
rise substantially.
S-13
A
significant interruption in the operation of our roasting,
warehousing and distribution facility could potentially disrupt
our operations.
We have only one roasting, warehousing and distribution facility
located at our headquarters in Minneapolis, Minnesota supporting
our supply chain activities for all of our coffeehouses. A
significant interruption impacting this facility, whether as a
result of a natural disaster, technical or labor difficulties,
fire or other causes, could cause a shortage of coffee at our
coffeehouses and significantly impair our ability to operate our
business. A significant disruption in service from our roasting,
warehousing and distribution facility would negatively impact
sales in all business segments.
Because
our business is highly dependent on a single product, premium
coffee, we are vulnerable to changes in consumer preferences and
economic conditions that could harm our financial
results.
Although we have increased and plan to continue to increase our
food and other beverage offerings, our business has limited
diversity and consists primarily of buying, blending and
roasting coffee beans and operating gourmet coffeehouses.
Consumer preferences often change rapidly and without warning,
moving from one trend to another among many product or retail
concepts. Shifts in consumer preferences away from the premium
coffee segment would have a material adverse effect on our
results of operations. In addition, we regularly introduce
unique flavors and ingredients which may not appeal to our
consumers preferences, and our profitability may suffer as
a result of unpopular beverage and food offerings. We have also
recently begun debuting many new food offerings in a relatively
short period of time. To the extent such new offerings are
unsuccessful, our results may suffer from unsatisfied existing
consumers
and/or
decreased new consumer retention. Our continued success will
depend in part on our ability to anticipate, identify and
respond quickly to changing consumer preferences and economic
conditions.
We have
recorded impairment charges in the past periods and may record
additional impairment charges in future periods.
We periodically evaluate possible impairment at the individual
coffeehouse level, and record an impairment loss whenever we
determine impairment factors are present. We also periodically
evaluate the criteria we use as an indication of coffeehouse
impairment. We consider a history of coffeehouse operating
losses to be a primary indicator of potential impairment for
individual coffeehouse locations. A lack of improvement at the
coffeehouses we are monitoring, or deteriorating results at
other coffeehouses, could result in additional impairment
charges. During fiscal year 2008, the assets related to 37
coffeehouses were impaired, of which we recorded charges of
approximately $7.5 million. We had no coffeehouse
impairments during fiscal 2009, however we may have additional
impairments in future periods.
We depend
on the expertise of key personnel. If these individuals leave or
change their role without effective replacements, our operations
may suffer.
The success of our business to date has been, and our continuing
success will be, dependent to a large degree on the continued
services of our executive officers, particularly our President
and Chief Executive Officer, Michael Tattersfield, our Chief
Financial Officer, Timothy Hennessy, and our other key personnel
who have extensive experience in our industry. If we lose the
services of any of these integral personnel and fail to manage a
smooth transition to new personnel, our business could suffer.
We do not carry key person life insurance on any of our
executive officers or other key personnel.
We may
not be able to hire or retain additional coffeehouse managers
and other coffeehouse personnel and our recruiting and
compensation costs may increase as a result of turnover, both of
which may increase our costs and reduce our profitability and
may adversely impact our ability to implement our business
strategy.
Our success at our coffeehouses depends upon our ability to
attract and retain highly motivated, well-qualified coffeehouse
managers and other coffeehouse personnel. We consider the unique
attributes of our coffeehouse personnel to be one of our
greatest strengths, so it is important for us to be able to
attract and retain the right personnel. We face significant
competition in the recruitment of qualified employees. Our
ability to execute our
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business strategy and provide high quality customer service may
suffer if we are unable to recruit or retain a sufficient number
of qualified employees or if the costs of employee compensation
or benefits increase substantially. Additionally, coffeehouse
manager and hourly employee turnover in our industry is high. If
quality employees cannot be retained we may be required to
increase our recruiting and compensation expenses and our
quality of service could be compromised, which may reduce our
profitability.
Our
roasting methods are not proprietary but are essential to the
quality of our coffee, and our business would suffer if our
competitors were able to duplicate them.
We consider our roasting methods essential to the flavor and
richness of our coffee and, therefore, essential to our brand.
Because our roasting methods cannot be patented, we are unable
to prevent competitors from copying our roasting methods if such
methods became known. If our competitors copy our roasting
methods, the value of our brand may be diminished, and we may
lose customers to our competitors. In addition, competitors may
be able to develop roasting methods that are more advanced than
our roasting methods, which may also harm our competitive
position.
The
United States economic crisis could adversely affect our
business and financial results.
As a business selling premium products that is dependent upon
consumer discretionary spending, our results of operations are
sensitive to changes in macro-economic conditions. Many sectors
of the economy have been adversely impacted from the global
economic recession, and we face a challenging environment
because our customers may have less money for discretionary
purchases as a result of job losses, foreclosures, bankruptcies,
reduced access to credit and sharply falling home prices. Any
resulting decreases in customer traffic or average value per
transaction will negatively impact our financial performance as
reduced revenues result in sales de-leveraging which creates
downward pressure on margins and profitability. There is also a
risk that if negative economic conditions persist for a long
period of time, consumers may make long-lasting changes to their
discretionary purchasing behavior, including less frequent
discretionary purchases on a more permanent basis.
We are
susceptible to adverse trends and economic conditions in
Minnesota.
As of October 3, 2010, 211, or 51%, of our company-owned
coffeehouses were located in Minnesota. An additional 75, or
18%, of our company-owned coffeehouses were located in the
states of North Dakota, South Dakota, Iowa, Illinois and
Wisconsin. Our Minnesota coffeehouses accounted for
approximately half of our company-operated coffeehouse net sales
during the thirty-nine weeks ended October 3, 2010. Our
Minnesota, North Dakota, South Dakota, Iowa, Illinois and
Wisconsin company-operated coffeehouses accounted for
approximately 62% of our coffeehouse net sales during the
thirty-nine weeks ended October 3, 2010. As a result, any
adverse trends and economic conditions in these states have a
disproportionate adverse impact on our overall results. In
addition, given our geographic concentration in these states,
negative publicity in the region regarding any of our
coffeehouses could have a material effect on our business and
operations throughout the region, as could other regional
occurrences such as local competitive changes, changes in
consumer preferences, strikes, new or revised laws or
regulations, adverse weather conditions, natural disasters or
disruptions in the supply of food products.
We could
be subject to complaints or claims from our customers or adverse
publicity resulting from those complaints or claims.
We may be the subject of complaints from or litigation by
customers who allege beverage or food-related illnesses,
injuries suffered on the premises or other quality, health or
operational concerns. Adverse publicity resulting from any such
complaints or allegations may divert our managements time
and attention and materially adversely affect our brand
perception, sales and profitability, or the market price of our
common stock, regardless of whether or not such complaints or
allegations are true or whether or not we are ultimately held
liable. A lawsuit or claim also could result in an expensive
settlement, defense, or penalty.
S-15
Complaints
or claims by current, former or prospective employees could
adversely affect us.
We are subject to a variety of regulations which govern such
matters as minimum wages, overtime and other working conditions,
various family leave mandates and a variety of other laws
enacted, or rules and regulations promulgated, by federal, state
and local governmental authorities that govern these and other
employment matters. A material increase in the minimum wage and
other statutory benefits could adversely affect our operating
results. We have been, and in the future may be, the subject of
complaints or litigation from current, former or prospective
employees from time to time. These complaints or litigation
involving current, former or prospective employees could divert
our managements time and attention from our business
operations and might potentially result in substantial costs of
defense, settlement or other disposition, which could have a
material adverse effect on our results of operations in one or
more fiscal periods.
We may
not be able to renew leases or control rent increases at our
retail locations or obtain leases for new stores.
Our coffeehouses are all leased. At the end of the term of the
lease, we may be forced to pay significantly increased rent to
stay in the location, find a new location to lease or close the
coffeehouse. Any of these events could adversely affect our
profitability. We compete with numerous other retailers and
restaurants for coffeehouse sites in the highly competitive
market for quality retail real estate. As a result, we may not
be able to obtain new leases, or renew existing ones, on
acceptable terms, which could adversely affect our net sales and
brand-building initiatives.
Our
growth through franchising may not occur as rapidly as we
currently anticipate and may be subject to additional
risks.
As part of our growth strategy, we will continue to seek
franchisees to operate coffeehouses under the Caribou Coffee
brand in international markets and in certain strategic domestic
locations or venues. We believe that our ability to recruit,
retain and contract with qualified franchisees will be
increasingly important to our operations as we expand. Our
franchisees are dependent upon the availability of adequate
sources of financing in order to meet their development
obligations. Such financing may not be available to our
franchisees, or only available upon disadvantageous terms. Our
franchise strategy may not enhance our results of operations. In
addition, coffeehouse openings contemplated under our existing
franchise agreement or any future franchise agreement may not
open on the anticipated development schedule or at all.
Expanding through franchising exposes our business and brand to
risks because the quality of franchised operations will be
beyond our immediate control, including risks associated with
our confidential information, intellectual properties (including
trademarks) and brand reputation. Even if we have contractual
remedies to cause franchisees to maintain operational standards,
enforcing those remedies may require litigation and therefore
our image and reputation may suffer, unless and until such
litigation is successfully concluded.
Our
international operations may be adversely affected by factors
outside of our control.
We currently have agreements with franchisees to operate
coffeehouses internationally under the Caribou Coffee brand and
may seek to franchise additional international coffeehouses in
the future. As a result, our business and operations are subject
to a number of additional risks, including international
economic and political conditions and the possibility of
instability, differing cultures and consumer preferences,
corruption,
anti-American
sentiment, diverse government regulations and tax systems,
currency regulations and fluctuations and uncertain or differing
interpretations of rights and obligations in connection with
international franchise agreements and the collection of
royalties from international franchisees. Although we believe we
have developed the support structure required for our
international franchises to address these risks, there is no
assurance that our international operations will be profitable.
Our
premium coffee contains caffeine and other active compounds, the
health effects of some of which are not fully
understood.
A number of research studies conclude or suggest that excessive
consumption of caffeine may lead to increased heart rate, nausea
and vomiting, restlessness and anxiety, depression, headaches,
tremors, sleeplessness and other adverse health
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effects. An unfavorable report on the health effects of caffeine
or other compounds present in coffee could significantly reduce
the demand for coffee, which could harm our business and reduce
our sales and profitability.
Compliance
with health, environmental, safety and other government
regulations applicable to us could increase costs and affect
profitability.
Each of our coffeehouses and our roasting facility is and will
be subject to licensing and reporting requirements by a number
of governmental authorities. These governmental authorities
include federal, state and local health, environmental, labor
relations, sanitation, building, zoning, fire, safety and other
departments that have jurisdiction over the development and
operation of these locations. Our activities are also subject to
the Americans with Disabilities Act and related regulations,
which prohibit discrimination on the basis of disability in
public accommodations and employment. Changes in any of these
laws or regulations could have a material adverse affect on our
operations, sales, and profitability. Delays or failures in
obtaining or maintaining required construction and operating
licenses, permits or approvals could delay or prevent the
opening of new retail locations, or could materially and
adversely affect the operation of existing coffeehouses. In
addition, we may not be able to obtain necessary variances or
amendments to required licenses, permits or other approvals on a
cost-effective or timely basis in order to construct and develop
coffeehouses in the future.
Health
concerns arising from outbreaks of viruses may have an adverse
effect on our business.
The United States and other countries have experienced, and may
experience in the future, outbreaks of viruses, such as avian
influenza, SARS and H1N1. To the extent that a virus is
food-borne, future outbreaks may adversely affect the price and
availability of certain food products and cause our customers to
eat less of a product or avoid eating in restaurant
establishments. To the extent that a virus is transmitted by
human-to-human
contact, our employees or customers could become infected, or
could choose, or be advised, to avoid gathering in public
places, any one of which could adversely affect our business.
Health
concerns and government regulation relating to the consumption
of certain food or beverage products and menu labeling
requirements could increase costs and affect
profitability.
Certain counties, states and municipalities, have approved menu
labeling legislation that requires restaurant chains to provide
caloric information on menu boards, and menu labeling
legislation has also been adopted on the federal level. These
requirements could increase our costs and may result in reduced
demand for some of our products which could be viewed as
containing too much fat or too many calories.
In addition, certain foods that we may use in our products may
cause severe allergies in some customers. Federal and state
regulators have contemplated labeling regulations related to
allergens that may apply to us. The introduction of such
regulations may affect our use of certain products that the
U.S. Food and Drug Administration identifies as significant
allergens in the future, which may increase our costs and affect
our profitability.
We may
not be able to adequately protect our intellectual property,
which could harm the value of our brands and adversely affect
our sales and profitability.
The success of our brand depends in part on our logos, branded
merchandise and other intellectual property. We rely on a
combination of trademarks, copyrights, service marks, trade
secrets and similar rights to protect our intellectual property.
The success of our growth strategy depends on our continued
ability to use our existing trademarks and service marks in
order to increase brand awareness and further develop our brand
in both domestic and international markets. We also use our
trademarks and other intellectual property on the Internet. If
our efforts to protect our intellectual property are not
adequate, or if any third party misappropriates or infringes on
our intellectual property, either in print or on the Internet,
the value of our brand may be harmed, which could have a
material adverse effect on our business. We may become engaged
in litigation to protect our intellectual property, which could
result in substantial costs to us as well as diversion of
management attention.
We try to ensure that our franchisees maintain and protect our
intellectual property, including our trademarks. However, since
our franchisees are independent third parties that we do not
control, if they do not operate their
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coffeehouses in a manner consistent with their agreements with
us and adequately maintain and protect our intellectual
property, the value of our brand could be harmed which could
adversely affect our business and operating results.
If we are
unable to protect our customers credit card data, we could
be exposed to data loss, litigation and liability, and our
reputation could be significantly harmed.
In connection with credit card sales, we transmit confidential
credit card information by way of secure private retail
networks. Although we use private networks, third parties may
have the technology or know-how to breach the security of the
customer information transmitted in connection with credit card
sales, and our security measures and those of our technology
vendors may not effectively prohibit others from obtaining
improper access to this information. If a person is able to
circumvent these security measures, he or she could destroy or
steal valuable information or disrupt our operations. Any
security breach could expose us to risks of data loss,
litigation and liability and could seriously disrupt our
operations and any resulting negative publicity could
significantly harm our reputation.
Information
technology system failures or breaches of our network security
could interrupt our operations and adversely affect our
business.
We rely on our computer systems and network infrastructure
across our operations, including
point-of-sale
processing at our coffeehouses. Our operations depend upon our
ability to protect our computer equipment and systems against
damage from physical theft, fire, power loss, telecommunications
failure or other catastrophic events, as well as from internal
and external security breaches, viruses, worms and other
disruptive problems. Any damage or failure of our computer
systems or network infrastructure that causes an interruption in
our operations could have a material adverse effect on our
business and subject us to litigation or actions by regulatory
authorities. Although we employ both internal resources and
external consultants to conduct auditing and testing for
weaknesses in our systems, controls, firewalls and encryption
and intend to maintain and upgrade our security technology and
operational procedures to prevent such damage, breaches or other
disruptive problems, there can be no assurance that these
security measures will be successful.
We may
see increased costs arising from health care reform.
In March 2010, the United States government enacted
comprehensive health care reform legislation which, among other
things, includes guaranteed coverage requirements, eliminates
pre-existing condition exclusions and annual and lifetime
maximum limits, restricts the extent to which policies can be
rescinded and imposes new and significant taxes on health
insurers and health care benefits. The legislation imposes
implementation effective dates beginning in 2010 and extending
through 2020, and many of the changes require additional
guidance from government agencies or federal regulations.
Therefore, due to the phased-in nature of the implementation and
the lack of interpretive guidance, it is difficult to determine
at this time what impact the health care reform legislation will
have on our financial results. Possible adverse effects of the
health reform legislation include increased costs, exposure to
expanded liability and requirements for us to revise ways in
which we provide healthcare and other benefits to our employees.
In addition, our results of operations, financial position and
cash flows could be materially adversely affected.
Failure
to comply with 404 of the Sarbanes-Oxley Act of 2002 could
negatively impact our business, and we may not be able to report
our financial results in a timely and reliable manner.
Pursuant to the Sarbanes-Oxley Act of 2002
(Sarbanes-Oxley), we are required to provide a
report by management in our annual report on
Form 10-K
on our internal control over financial reporting, including
managements assessment of the effectiveness of such
control. As a smaller reporting company, however, we are exempt
from the requirement under Section 404(b) of Sarbanes-Oxley
that our independent registered public accounting firm make its
own separate attestation on the effectiveness of our internal
control over financial reporting. If we determine that we no
longer qualify as a smaller reporting company and become subject
to Section 404(b) of Sarbanes-Oxley in the future, we will
be required to include an attestation from our independent
registered public accounting firm as to the effectiveness of our
internal controls over financial reporting. Although we have
discovered no material weaknesses in our internal controls over
financial reporting through our own
S-18
testing, subsequent testing by our independent registered public
accounting firm for purposes of compliance with
Section 404(b) may reveal deficiencies in our internal
control over financial reporting that we have not previously
discovered. If we or our independent registered public
accounting firm identify deficiencies in our internal control
over financial reporting that are deemed to be material
weaknesses, we may be unable to provide financial information in
a timely and reliable manner. Any such difficulties or failure
may have a material adverse effect on our business, financial
condition and operating results.
Risks Related to
Our Structure
Caribou
Holding Company Limited, or CHCL, has substantial control over
us, and could limit other shareholders ability to
influence the outcome of matters requiring shareholder approval
and may support corporate actions that conflict with other
shareholders interests.
Following the offering, CHCL will beneficially own
5,922,245 shares, or approximately 30% if the underwriters
exercise their over-allotment option in full, of the outstanding
shares of our common stock as of December 1, 2010.
CHCLs ownership of shares of our common stock could have
the effect of delaying or preventing a change of control of us
or could discourage a potential acquirer from obtaining control
of us, even if the acquisition or merger would be in the best
interest of our shareholders. This could have an adverse effect
on the market price for shares of our common stock. After the
offering, CHCL will own less than a majority of the outstanding
shares of our common stock, but will still be able to exercise
substantial control over us. One of the nine members of our
board of directors is a representative of CHCL.
Our
compliance with Shariah principles may make it difficult
for us to obtain financing and may limit the products we
sell.
CHCL is controlled by Arcapita Bank B.S.C. (c), or Arcapita.
Accordingly, Arcapita beneficially owns the
11,672,245 shares held by CHCL. Arcapita operates its
business and makes its investments in a manner consistent with
the body of principles known as Shariah. Consequently, we
have historically operated our business in a manner that is
consistent with Shariah principles. Shariah
principles regarding the lending and borrowing of money require
application of qualitative and quantitative standards. A
Shariah compliant company is also prohibited from
operating in the areas of alcohol, gambling, pornography, pork
and pork-related products. We intend to continue to comply with
the Shariah principles so long as Arcapita continues to
beneficially own shares of our common stock.
Provisions
in our articles of incorporation and bylaws and of Minnesota law
have anti-takeover effects that could prevent a change in
control that could be beneficial to our shareholders, which
could depress the market price of shares of our common
stock.
Our articles of incorporation and bylaws and Minnesota corporate
law contain provisions that could delay, defer or prevent a
change in control of us or our management that could be
beneficial to our shareholders. These provisions could also
discourage proxy contests and make it more difficult for you and
other shareholders to elect directors and take other corporate
actions. As a result, these provisions could limit the price
that investors are willing to pay in the future for shares of
our common stock. These provisions might also discourage a
potential acquisition proposal or tender offer, even if the
acquisition proposal or tender offer is at a price above the
then current market price for shares of our common stock. These
provisions:
| authorize our board of directors to issue preferred stock and to determine the rights and preferences of those shares, which would be senior to our common stock, without prior shareholder approval; | |
| establish advance notice requirements for nominating directors and proposing matters to be voted on by shareholders at shareholder meetings; | |
| provide that directors may be removed by shareholders only for cause; | |
| limit the right of our shareholders to call a special meeting of shareholders; and | |
| impose procedural and other requirements that could make it difficult for shareholders to effect some corporate actions. |
S-19
Risks Related to
our Common Stock
Our stock
price has been volatile and you could lose all or part of your
investment.
Our stock price has historically been highly volatile. In
November 2008, our stock price hit a five-year closing low of
$1.32. The following factors, among other things, could cause
the price of shares of our common stock in the public market to
fluctuate significantly:
| variations in our quarterly or annual operating results; | |
| changes in market valuations of companies in the premium coffee industry; | |
| the publics reaction to our press releases, our other public announcements and our filings with the SEC; | |
| sales of common stock by our directors and executive officers; | |
| various market factors or perceived market factors, including rumors, whether or not correct, involving us, our distributors or suppliers or our competitors; | |
| the addition or departure of key personnel; | |
| seasonal fluctuations; | |
| the timing of coffeehouse openings; | |
| changes in financial estimates or recommendations by securities analysts regarding us or shares of our common stock; and | |
| other events or factors, including changes in general conditions in the United States and global economies or financial markets (including those resulting from Acts of God, war, incidents of terrorism or responses to such events). |
In addition, in recent years, the stock market has experienced
extreme price and volume fluctuations. This volatility has had a
significant impact on the market price of securities issued by
many companies, including companies in our industry. The price
of our common stock could fluctuate based upon factors that have
little or nothing to do with our company, and these fluctuations
could materially reduce our stock price. Volatility in the
market price of shares of our common stock may prevent investors
from being able to sell their shares of common stock at or above
the price they originally paid.
In the past, following periods of market volatility in the price
of a companys securities, security holders have often
instituted class action litigation. If the market value of our
common stock experiences adverse fluctuations and we become
involved in this type of litigation, regardless of the outcome,
we could incur substantial legal costs and our managements
attention could be diverted from the operation of our business,
causing our business to suffer.
The sale
of a substantial number of shares of our common stock may cause the market price of shares of our common
stock to decline.
Sales of substantial amounts of our common stock by our existing shareholders, upon the exercise of
outstanding stock options or by persons who acquire shares in
this offering or if the market perceives that these sales could
occur, the market price of shares of our common stock could
decline. These sales also might make it more difficult for us to
sell equity or equity-related securities in the future at a time
and price that we deem appropriate, or to use equity as
consideration for future acquisitions.
Upon completion of the offering, we will have outstanding
20,041,873 shares of common stock. Of these shares,
14,119,628 shares, including those to be sold in this
offering and assuming the underwriters exercise of their
over-allotment option, will be freely tradable. We, our
executive officers and directors (except Charles H. Ogburn,
one of our directory) and the selling shareholder have entered
into agreements with the underwriters of the offering not to sell or otherwise
dispose of shares of our common stock for a period of at least
90 days with respect to us and our executive officers and
directors and 135 days with respect to the selling
shareholder, following completion of this offering, with certain
exceptions. Immediately upon the expiration of the applicable
lock-up
period our executive officers and directors or the selling
shareholder may choose to sell additional shares, and the
selling shareholder may choose to sell additional shares in an
offering such as the offering.
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Business
Our
Company
We are one of the leading branded coffee companies in the United
States, with a compelling multi-channel approach to our
customers. Based on number of coffeehouses, we are the second
largest company-owned premium coffeehouse operator in the United
States. As of October 3, 2010, we had 536 coffeehouses,
including 126 franchised locations. Our coffeehouses are
located in 20 states, the District of Columbia and nine
international markets. In our retail coffeehouses, we aspire to
create a community place loved by our customers, providing them
with an extraordinary and uplifting experience. We source the
highest-quality coffee in the world, and our skilled
roastmasters personally oversee the craft roasting of every
batch to bring out the best in every bean. Our coffeehouses
offer our customers high-quality premium coffee and
espresso-based beverages, as well as specialty teas, baked
goods, food, whole bean coffee, branded merchandise and coffee
lifestyle items. We believe we create a unique experience for
customers through a combination of high-quality products, a
comfortable and welcoming coffeehouse environment, superior
customer service and our own blend of expertise, fun and
authentic human connection. Our success in the retail channel
has elevated the Caribou Coffee brand and created demand across
other channels, including various commercial and food service
categories. Our unique coffee is available within our commercial
segment via grocery stores, mass merchandisers, club stores,
office coffee and foodservice providers, hotels, entertainment
venues and
e-commerce
channels. We intend to continue to grow our brand
internationally through franchise agreements and to selectively
enter into franchise arrangements domestically. Through our
multi-channel approach, we believe we offer a total coffee
solution platform to our customers.
Our comparable coffeehouse sales have significantly improved due
to increased traffic and average guest check driven by the
expansion of our food product offerings such as hot oatmeal and
breakfast sandwiches. We have reported positive comparable
coffeehouse sales over the previous four quarters, including
4.4% for the quarter ending October 3, 2010. Our commercial
segment has also experienced accelerated growth and, in 2009,
represented 11% of consolidated sales, up from less than 5% in
2007. Caribou Coffee whole bean and ground coffee products are
found in grocery, mass merchant and club stores in over
40 states, allowing us to expand our brand recognition
through this segment and reach customers across the United
States. We also sell our blended coffees and license our brand
to Keurig, Inc., an industry leader in single-cup brewing
technology, for sale and use in its K-Cup single
serve line of business. This enables Caribou Coffee products to
be available in all 50 states. Our franchise segment
franchises our brand to partners to operate Caribou Coffee
branded coffeehouses in domestic and international markets. In
addition, we sell Caribou Coffee branded products to our
partners for resale in these franchised locations.
Recent
Performance
Since our current management team took over in the fall of 2008,
it has grown our average unit volumes and improved the
Companys overall financial performance, including:
| achieved four consecutive quarters of positive comparable store sales; | |
| increased commercial sales from $17.9 million in 2008 to $38.5 million for the twelve months ended October 3, 2010; | |
| increased EBITDA from $11.6 million in 2008 to $22.7 million for the twelve months ended October 3, 2010; and | |
| repaid all outstanding indebtedness. |
Commercial sales and EBITDA for the twelve months ended
October 3, 2010 have been derived by adding the financial
data for the nine months ended October 3, 2010 and the year
ended January 3, 2010 and subtracting the financial data
for the nine months ended September 27, 2009. EBITDA is a
non-GAAP financial measures. See Summary Financial
and Other Data for a reconciliation to net income.
S-48
Our Competitive
Strengths
High Quality Product with Scalable Production
Capacity. Serving our customers the most
flavorful, highest quality coffee is at the core of our company.
We pride ourselves on having one of the most creative and
extensive selections of high-quality coffee-based,
espresso-based and non-coffee-based beverages in our industry to
meet the demanding taste preferences of our customers. To
maintain product quality, we source only the highest grades of
Arabica beans, craft roast beans in small batches to achieve
optimal flavor profiles and enforce strict packaging and brewing
standards. In addition, we have implemented a number of
initiatives to emphasize quality leadership that go beyond
coffee, including the use of premium real chocolate melted into
our beverages and wholesome oatmeal that is handcrafted and
customized upon order.
In order to control our quality, we have made significant
capital investments to build our roasting, packaging and
fulfillment infrastructure to support the production and
distribution of large quantities of fresh whole bean coffee. In
our 130,000 square-foot headquarters and roasting facility,
coffee beans are roasted to enhance each varietys specific
flavor characteristics, allowing us to offer a wide range of
coffee to suit individual preferences in the marketplace. We are
currently operating at approximately 70% of our full roasting
capacity on a single shift with an opportunity to more than
double our current production levels in the existing facility.
Strong Brand Awareness. We believe our brand
is well known within the retail premium coffee market, and we
have particularly strong brand awareness in markets where we
have a significant coffeehouse presence. We continue to evolve
our brand and icons, and updated them in March 2010 to improve
our customers experience and brand image. Our new,
contemporary, branding reflects Caribou Coffees core
values, exhibiting our fun and quirky point of view, passion for
human connection and commitment to quality products.
We believe our new branding differentiates Caribou Coffee
iconography from our peersour cups, napkins, drink
carriers and menu boards all reflect our new look. We believe
strong brand awareness has resulted from our marketing efforts
and distinctive Caribou Coffee logo, all of which promote our
brand as we expand within and into new markets and drive further
opportunities in our other channels.
Dynamic Multi-Channel Business Model. Founded
as a regional premium coffeehouse retailer, today we offer a
total coffee solution platform for our customers. We serve our
customers by offering our high-quality coffee and other food and
merchandise products through three highly integrated sales
channels: retail, commercial and franchise. Each of these
channels features our products in a convenient and inviting
manner that is characteristic of our brand. Whether at a Caribou
coffeehouse, the local grocery store or a sporting venue, we
offer our customers an opportunity to find the brand in places
convenient to their lifestyles. Our multi-channel operating
model enables us to maximize brand exposure and customer access
to our products, which we believe increases growth opportunities
across all of our channels.
| Unique Coffeehouse Experience. We are committed to delivering the leading coffeehouse experience, by providing the highest quality coffee and food products in a warm and inviting coffeehouse environment by people who care. Our goal is to provide our customers with an extraordinary experience that feeds the soul. |
| Coffeehouse Environment. Caribou coffeehouses are where the brand and the customer connect through a combination of a welcoming atmosphere, handcrafted coffeehouse products, fast and friendly service and convenience. Our coffeehouse interiors create a warm and inviting atmosphere, featuring fireplaces, exposed wood beams and leather sofas and chairs, encouraging customers to relax and enjoy our products. We anticipate our new coffeehouse interiors will be accented by local flair to create a fun and eclectic gathering place unique to each particular community. By establishing community message boards and allowing our customers to vote on designs for coffeehouse fixtures, such as community tables and lighting, we expect to build a connection between our coffeehouses and the local community, differentiating us from competitors and allowing us to become The community place I love. Options such as free Wi-Fi, extra-comfortable chairs and drive-thru service provide our customers with the option to make a quick stop or to spend time at a Caribou coffeehouse. | |
| Human Connection. We believe our focus on creating a human connection sets Caribou coffeehouses apart from our competitors. Our coffeehouse team members reflect the essence of the |
S-49
Caribou Coffee brand: a fun and quirky point of view and passion for human connection. Our coffeehouse team members provide focused and attentive service along with Midwestern hospitality. We encourage team members to have personal interaction with our customers and learn their names and preferred beverages. Community walls at coffeehouse locations further promote human connection by providing our coffeehouse team members and customers a common forum to share their dreams, passions and lives. Our selective hiring, extensive training and merit-based compensation policies reinforce our focus on the customer experience and drive consistent, excellent customer service in our coffeehouses. |
| Growing Commercial Segment. Our commercial segment sells high-quality premium whole bean and ground coffee to grocery stores, mass merchandisers, club stores, office coffee and foodservice providers, hotels, entertainment venues and on-line customers nationwide. We have increased our commercial retail footprint from 2,300 doors in 2007 to 7,000 doors in 2009 throughout 40 states. Additionally, through our Keurig licensing arrangement, we believe Caribou Coffee single-serve K-cups are found in an additional 17,000 doors across all 50 states and can be ordered from multiple major retail websites. We use third-party distributors to distribute our Caribou Coffee whole bean and ground coffee branded products through our commercial channel. This operating model allows us to leverage our business partners existing infrastructures and extend the Caribou Coffee brand in an efficient way. Including K-cups, we believe Caribou Coffee products comprise approximately 4% of the overall share of the national premium coffee category. | |
| Growing Opportunities in Franchising. Since opening our first franchised coffeehouse in 2004, we have expanded the number of franchised coffeehouses and kiosks to 126 worldwide. Within the United States, we have a rigorous, disciplined approach to developing our franchising pipeline, which includes kiosks in nontraditional locations such as airports, offices, colleges and universities, grocery stores, hospitals and hotels. Internationally, we have a Master Franchise Agreement covering 12 countries and 250 Caribou Coffee coffeehouses. We have seen rapid and significant growth in the franchise segment, with sales growing from $2.0 million in 2006 to $7.7 million in 2009. We will continue to franchise Caribou Coffee branded coffeehouses and kiosks; we believe there are significant opportunities to grow our business with qualified development and franchising partners, both domestically and internationally. |
Strong Company Culture. We have a strong,
well-defined, service-oriented culture that our employees
embrace. We emphasize a fun, passionate and authentic culture
and support active social responsibility and community
involvement. Our organization is committed to giving back
locally and nationally, with 5% of pre-tax profits going to
charity and local community causes in 2009. By 2011, we expect
that Caribou Coffee will be the first and only
large-scale
coffee company that sources 100% Rainforest Alliance coffee
beans. The Rainforest Alliance, a non-profit organization
seeking to conserve biodiversity, certifies that coffee beans
are produced in environmentally sustainable and socially
responsible ways, and ensures that workers have good wages,
decent living conditions, education and health care. We believe
that our strong, socially-conscious culture will allow us to
attract the best possible team members, and maintain our focus
on quality and customer service as we expand our business.
Experienced Management Team. We are led by a
management team with significant experience in the restaurant,
retail and branded consumer products industries. Our President
and Chief Executive Officer, Michael Tattersfield, has more than
17 years of restaurant and specialty retail experience,
including Chief Operating Officer of lululemon athletica, inc.
and President of A&W All American Food Restaurants at YUM!
Brands, Inc. Mr. Tattersfield joined the company in 2008
and has built an experienced management team of both new and
existing senior leaders focused on building a leading
multi-channel branded coffee company that offers a total coffee
solution platform to our customers, driving growth and improving
profitability.
Our management team has applied its expertise in finance,
operations and marketing to continue to diversify our operating
segments, develop a disciplined product pipeline, evolve and
grow the Caribou Coffee brand and improve the unique customer
experience in coffeehouses.
Significant Investment in Key Personnel and Growth
Infrastructure. We believe we have the personnel
and resources in place to support our growth. We have built
strong finance, marketing and product management teams to
oversee our recent new product and branding initiatives,
including the introduction of our updated brand and
S-50
icons and new products across all business segments. This
infrastructure extends to the commercial segment, where we have
a strong team in place to execute our growth strategy. We have
also invested in our real estate personnel to oversee our
targeted company-owned retail coffeehouse expansion strategy. We
believe we will be able to leverage our investment in
infrastructure as we expand and grow our business.
Our Growth
Strategies
Our growth strategies are centered on continuing the transition
from a primarily company-owned coffeehouse operator to a branded
coffee company with multiple sales channels. We believe our
retail coffeehouses are critical to establishing a connection
between the Caribou Coffee brand and our customers, which we
expect will continue to be strengthened by our
recently-upgraded
food offerings. Success at the retail level creates
opportunities for significant growth beyond the traditional
coffeehouse segment, including consumer packaged goods (CPG),
foodservice and franchising. We anticipate that increased brand
visibility will benefit all of our segments. Our growth model is
comprised of several drivers:
Increase Retail Coffeehouse Average Unit
Volume. We have invested significant time, effort
and capital to increase our average unit volume and drive
operating leverage across our company-owned coffeehouses. We are
focused on growing our average unit volume by driving higher
levels of customer traffic and average customer check by
increasing sales of beverages, food, beans and merchandise to
our customers. To drive customer traffic, we have accelerated
new product introductions and supported them with marketing
initiatives. We continue to introduce new premium products, such
as real chocolate-based beverages, distinctive teas and
wholesome oatmeal. At the core of these product innovations are
consistent themes of premium quality, natural ingredients and
customizable offerings. We believe our guests want a superior
food experience and these products and investments will drive
loyalty and frequency of visit.
Our differentiated food platform has been, and we believe will
continue to be, a driver of traffic and increased average check.
We have installed ovens in approximately 200 company-owned
coffeehouses and launched breakfast sandwiches in mid-September
2010. Oven technology is now being installed in another
120 company-owned coffeehouses to roll out breakfast
sandwiches in the first quarter of 2011. We plan on leveraging
our oven platform to expand our food offerings for lunch
sandwiches, snacks and other bakery items across all day parts.
In March 2010, we launched a New Bou marketing
campaign, which provides a fresh new look to our brand. New Bou
is focused on our guests and culture, and through this
initiative we are making sure that Caribou Coffee is the
community place that our customers love. We believe the
combination of our product and marketing investments will build
traffic and average check, which is the first step in unlocking
our long-term average unit volume growth strategy.
Open New Company-Owned Coffeehouse Locations in Existing
Markets. We believe we have strong brand
awareness in markets where we have a significant coffeehouse
presence. With a solid core of successful locations in the
Midwest, as well as a strong footprint in other select regions,
we are prepared to execute a targeted and measured expansion
plan. Our focus is on increasing density in existing markets
where we believe we have significant growth opportunities. We
plan to open approximately 10 company-owned coffeehouses in
2011, an additional 20 to 25 in 2012 and over time, we
anticipate growing our store base by 8% to 10% each year. For
our new coffeehouses, we target a 2:1 sales to investment ratio,
which based on current average coffeehouse margins and an
average an approximate $450,000 cash investment would generate
cash-on-cash
returns of approximately 30% to 40% in year three by the end of
the third year of operations. We will seek to further improve
our
cash-on-cash
returns by opening new coffeehouses with higher average unit
volumes and growing margins. We also believe the growth of our
coffeehouse base will increase awareness of the Caribou Coffee
brand and drive sales across other channels, including CPG and
foodservice.
Grow Our CPG Coffee Business. We believe
Caribou Coffees reputation as a retailer of high-quality
premium coffees has created significant demand for our whole
bean and ground coffee through commercial channels. Our
commercial segment comprised 10% of total sales in 2009. This
segment has expanded quickly with 2009 segment sales growth of
54% compared to 2008, and average annual segment growth of 48%
over the past three years. Today, we are in 7,000 grocery, mass
merchant and club store doors across 40 states. Our coffee
is also available in
S-51
Caribou Coffee
K-cups in,
we believe, an additional 17,000 doors across all 50
states. We are currently focused on increasing sales velocity
throughout our existing doors and selectively opening new doors.
We are in the process of upgrading the packaging of our whole
bean and ground coffee products in an effort to better position
our brand to appeal to customers in the marketplace. We believe
that leveraging our coffeehouse footprint will elevate our CPG
market share. Moreover, we expect increased brand awareness
through the CPG channel to drive traffic in our coffeehouses.
Gain Stronger Presence in the Foodservice
Sector. We believe the foodservice sector
provides an attractive opportunity for us to introduce our
premium coffee products in new channels, such as national
restaurant chains, sports venues, universities and hospitals,
and further increase our brand visibility. We believe the
foodservice sector provides significant long-term growth
potential for us to sell Caribou Coffee products business, which
we expect will complement growth in our other segments. In March
2010, we signed an agreement with U.S. Foodservice, Inc. to
become U.S. Foodservices preferred provider of
premium coffee products.
Expand New Unit Growth in Our Franchise
Channel. We intend to strategically franchise the
Caribou Coffee brand, primarily in domestic non-traditional
venues and international markets where we believe there are
significant opportunities to grow our business. As of
October 3, 2010, we had 52 franchise locations in the
United States and 74 international locations predominately
in the Middle East. We have entered into a master franchise
agreement with a local franchisee in the Middle East to develop
250 coffeehouses in the region through 2014. We also intend to
franchise locations in the United States to gain access to
attractive, high customer traffic locations, such as airports
and other captive venues and to take advantage of other
strategic opportunities. We believe Caribou Coffees total
coffee solution platform makes us a highly desirable franchising
partner. For example, through our recently-established
partnership with Hy-Vee grocery stores, Caribou Coffee products
are sold on Hy-Vee grocery shelves, in Hy-Vee foodservice
operations and in barista-staffed, in-store franchised kiosks.
Continued growth in our franchised locations allows us to expand
our geographic footprint and generate steady cash flows, with
limited capital expenditures. By increasing brand awareness
through growing smaller, non-traditional units such as grocery
store kiosks, we are creating sales opportunities for all
segments of our business.
Industry
Overview
Total U.S. coffee market sales, including foodservice and
retail, rose to $48.0 billion in 2009, with annual growth
of approximately 4.0% in each of 2008 and 2009, according to the
National Coffee Associations 2010 National Coffee Drinking
Trends study. According to the same study, 56% of adults report
drinking coffee at least once during a particular day, with 68%
reporting drinking coffee during a given week. A majority of
consumers, 84%, have not changed their consumption habits
despite the uncertain economic environment.
According to the National Coffee Drinking Trends study,
approximately 24% of American adults drink premium coffee
beverages on a daily basis, with specialty coffee, as described
in more detail below, accounting for 40% of total coffee
consumed in the United States. In 2009, Specialty Coffee
Retailer reported specialty coffee accounted for
$13.65 billion in sales in 2009, and will exceed
$18 billion by 2012; representing a growth rate of 31.8%,
four times that of traditional coffee.
Specialty coffee is coffee roasted using premium coffee beans
such as the Arabica bean. High-quality Arabica beans usually
grow at high elevations, absorb little moisture and mature
slowly. These factors result in beans with a mild aroma and a
pleasing flavor that is suitable for specialty coffee. There are
various grades of Arabica beans, with the highest grades
producing better flavors. We believe the retail specialty coffee
business represents a high growth opportunity in the commercial,
restaurant and retail industries and is supported by evolving
lifestyle trends and broad consumer appeal.
We believe that growth in the retail specialty coffee market has
been aided by several factors, including an increase in the
number of U.S. coffeehouses, broader distribution of
specialty coffees through supermarkets, the introduction of new
specialty coffee products and the popularity of the overall
specialty foods market. We believe these trends will continue to
result in increased consumer awareness and demand for specialty
coffees, both those prepared at retail coffeehouse locations and
those for preparation elsewhere.
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Caribou
Coffeehouses
Coffeehouse Design and Atmosphere. We strive
to be the community place that our customers love by creating a
distinctive community gathering place with a warm and inviting
atmosphere. To create this atmosphere, we design our
coffeehouses with fireplaces, exposed wood beams and leather
sofas and chairs, to encourage customers to relax and enjoy our
products. Each coffeehouse is accented with bold and eclectic
focal points such as unique light fixtures, community tables and
distinctive chairs to spotlight the individuality and
personality of each store. We encourage our stores to embrace
the local culture and decorate with local flair to create a fun
and eclectic gathering place specific to each particular
community that locals rely on for an enjoyable, cozy and genuine
experience. Caribou team members aim to build a human connection
with customers on a daily basis by actively engaging customers
in conversation to create an open and friendly atmosphere.
Employees are also encouraged to become involved in the
community by volunteering with local charities and taking part
in local events, to help further build a community connection.
Our coffeehouse layout allows customers to customize their
coffee experience depending on their needs by providing quick
and convenient access to facilitate take-out business, while at
the same time providing customers a place to gather and relax. A
number of our coffeehouses also feature a drive-thru. Our
coffeehouses feature two defined areas to meet our
customers different needs. The service order and
pick-up area
facilitates maximum efficiency during busy times and, at the
same time are specifically designed to create a unique
experience by allowing Caribou employees to hand-craft a
customers beverage in front of the customer. We believe
this experience reinforces the premium quality and hand-crafted
nature of our products. For those that are able to stay and
relax, we have large tables and comfortable lounge sofas and
chairs located in a separate seating area where customers can
read, socialize with friends or have informal business meetings.
In addition, most of our locations offer wireless Internet
access as well as a kids corner with toys, games and
special seating for children.
Our coffeehouse design is flexible and has been successfully
implemented in a variety of locations, configurations and sizes.
Our prototypical coffeehouse is approximately 1,700 to
1,800 square feet, a size that we believe allows us to
satisfy both rushed and relaxed customers. We also incorporate
elements of our coffeehouse design in smaller kiosks located in
high-traffic areas such as airports, malls, large office
buildings and supermarkets. We intend to continue using these
smaller kiosk formats as part of our overall future development
plans.
Menu and Products. Our menu consists of an
extensive, creative and customizable variety of great tasting
coffee, expresso-based and non-coffee beverages and food
delivered at affordable price points. High quality menu
offerings are the foundation of our business. For our
coffee-based beverages, we source only the highest grades of
Arabica beans, craft roast beans in small batches to achieve
optimal flavor profiles and enforce strict packaging and brewing
standards. Our core drink menu includes:
| coffee classics such as brewed coffee of the day, cappuccinos and mochas; | |
| wild itemssuch as signature Caribou coffee-based beverages like Turtle Mocha, Hot Apple Blast, Caramel High Rise, Campfire Mocha and Mint Condition; and | |
| cold options such as iced coffees, blended coffee coolers in flavors such as vanilla, espresso, caramel, chocolate and fruit smoothies, as well as our recently introduced Signature Iced Tea line that includes several high antioxidant green, black and herbal teas, as well as tea latte fusions. |
In addition, we have implemented a number of other initiatives
to emphasize quality leadership that goes beyond coffee,
including the use of premium real chocolate melted into our
beverages. We are in the process of broadening our product
portfolio to extend our high-quality, hand-crafted approach to
our new food platform. We have long served traditional bakery
goods, but have recently expanded into offerings of hot cereal
and oatmeal,
hand-crafted
and customizable upon order. We are also beginning to roll out
two new food platforms: fresh menu items baked in-store and
breakfast sandwiches. At many of our coffeehouses our food menu
now includes:
| hand-crafted customizable oatmeal and hot cereals in an assortment of grain choices and toppings; | |
| breakfast sandwiches, such as our chicken apple sausage daybreaker, egg white and turkey bacon daybreaker, veggie daybreaker, turkey bacon mini and turkey sausage mini; and | |
| our traditional baked good offerings such as scones, muffins, cookies and brownies in a variety of choices. |
S-53
We believe our new food platform and plans for additional food
offerings will help us to increase traffic in our coffeehouses,
increase our average check and expand the parts of the day
during which customers frequent our coffeehouses. Food items
contributed approximately 10.6% of coffeehouse net sales for the
39 weeks ended October 3, 2010 compared to 9.4% for
the 39 weeks ended September 27, 2009.
In-store menus and marketing materials help guide customers
through the process of choosing beverages and food items with
the right blend of coffee, tea and food. All of our beverages
are offered in small, medium and large sizes. In addition, most
of our coffee drinks are offered in a decaffeinated form, using
a water-based natural decaffeination process rather than the
traditional methyl-chloride decaffeination process. Although we
are in the process of expanding our food offerings, beverages
remain our key coffeehouse sales driver accounting for
approximately 80.2% of coffeehouse net sales for the
39 weeks ended October 3, 2010.
In addition to our beverage products, we also offer twenty-six
varieties of whole bean coffee, including eight custom blends,
two seasonal blends and eight decaffeinated blends. Our current
coffee offerings are:
Regular | Decaffeinated | |||
Amys Blend
|
Kenya | Amys Blend | ||
Caribou Blend
|
La Minita Peaberry | Caribou Blend | ||
Colombia
|
Lacuna Blend | Daybreak Morning Blend | ||
Costa Rica
|
Lakeshore Blend | Espresso | ||
Daybreak Morning Blend
|
Mahogany | Fireside | ||
Espresso
|
Mocha Java | Rainforest Blend | ||
Fireside
|
Obsidian | Reindeer Blend | ||
French Roast
|
Reindeer Blend | Sumatra | ||
Guatemala el Paraíso
|
Sumatra | |||
Over 85% of our coffees are presently certified with the
Rainforest Alliance Certified seal indicating that workers on
Rainforest Alliance Certified farms receive decent wages, have
access to medical care, clean water, dignified living conditions
and schools for their children, and that the coffee has been
harvested and processed responsibly, protecting the surrounding
environment and wildlife. We are the first and only coffee
company that has committed to sourcing 100% Rainforest Alliance
certified coffee beans. So far, we are on track to achieve our
goal by the end of 2011.
In our coffeehouses, we offer whole bean coffee in prepackaged
sizes or, upon request, specially packaged whole bean and ground
coffee allowing customers to purchase the freshest coffee at
their preferred size. Whole bean and ground coffee sales
accounted for approximately 6.0% of coffeehouse net sales for
the 39 weeks ended October 3, 2010.
Finally, we offer a number of Caribou Coffee-branded and
coffee-related equipment and merchandise. These products are
displayed in our coffeehouses near the cash register, in the
grab-n-go section and on wooden shelves in the
provisions section. Grab-n-go items
include Project 7 mints, espresso beans covered with rich dark
chocolate and re-usable coffee sleeves, among other novelty
products. In our provisions section, we offer
various coffee bean grinders, storage canisters, brewing
equipment and coffee mugs. Merchandise accounted for
approximately 2.9% of coffeehouse net sales for the
39 weeks ended October 3, 2010.
Our products are also available to customers outside of our
coffeehouses through our catering service. Coffees are offered
in three container sizes, and baked goods are offered à la
carte or as part of a combo that pairs coffee and baked goods
based on the size of the gathering. This service is operated out
of each individual coffeehouse.
S-54
Coffee Selection
and Preparation
We are committed to five key processes to ensure that we always
serve the highest-quality coffee:
| Sourcing. We purchase the highest grades of Arabica coffee beans through coffee brokers who source beans from different parts of the world. We have developed strong relationships with some of the industrys most experienced and influential coffee brokers, buyers and farmers. Our personnel regularly travel to coffee-growing regions in Africa, Indonesia and the Americas to personally select the highest-quality beans, working through brokers or directly with growers to oversee their preparation for shipment. We taste, or cup, each sample before purchasing and again before accepting delivery. | |
| Blending. Our blends are created from varietal coffee beans sourced throughout the world to create a unique flavor profile. Our roastmasters spend significant time each week cupping different unblended coffees. The roastmasters are able to create custom blends comprised of anywhere from three to eight different coffees based on the selection of beans available. | |
| Roasting. We differentiate our coffee by craft roastingcustom roasting beans in small batches to enhance their unique characteristics. Each batch is roasted for the appropriate length of time to achieve the optimal flavor profile for the particular varietal or blend. This process allows us to offer a broad spectrum of light to dark roasts. Our roastmasters cup each of these roasts every day to maintain quality and consistency. | |
| Packaging. Our packaging ensures our coffee remains fresh from the time it is roasted until it is brewed. After each coffee varietal or blend is roasted to its unique profile, the coffee is packaged with one-way valve technology that allows the release of carbon dioxide but does not permit the entry of oxygen, which can accelerate staleness. We also use a special process to displace any residual oxygen in the package to extend the freshness of our pre-packaged whole-bean and ground coffee. | |
| In-store Brewing. Consistent, high standard in-store brewing is the final step in achieving the best coffee. We install high quality grinders, brewers and water filtration systems in every coffeehouse and enforce strict brewing and maintenance procedures. These procedures include monthly replacement of water filtration cartridges, grinding coffee just before brewing and serving coffee within one hour of its brew time. Moreover, coffee beans are not brewed more than 21 days out of the roaster or seven days after the package seal is opened. At our coffeehouses and on our website, we offer a free guide titled Brew Your Best intended to help whole bean customers replicate, at their home or office, the quality brewing they find at our coffeehouses. |
S-55
Real
Estate
Coffeehouse Locations. As of October 3,
2010, we had 536 retail coffeehouses, including 126 franchised
locations. Our coffeehouses are located in 20 states, the
District of Columbia and international markets.
Company |
Total |
|||||||||||
State
|
Owned | Franchised | Coffeehouses | |||||||||
Minnesota
|
211 | 3 | 214 | |||||||||
Illinois
|
53 | 5 | 58 | |||||||||
Ohio
|
36 | | 36 | |||||||||
Michigan
|
19 | 5 | 24 | |||||||||
North Carolina
|
19 | 1 | 20 | |||||||||
Wisconsin
|
12 | 3 | 15 | |||||||||
Georgia
|
12 | 1 | 13 | |||||||||
Virginia
|
11 | 3 | 14 | |||||||||
Colorado
|
7 | 4 | 11 | |||||||||
Maryland
|
8 | | 8 | |||||||||
Iowa
|
5 | 3 | 8 | |||||||||
Washington, D.C.
|
6 | | 6 | |||||||||
North Dakota
|
3 | 3 | 6 | |||||||||
Nebraska
|
| 7 | 7 | |||||||||
Kansas
|
1 | 4 | 5 | |||||||||
Pennsylvania
|
4 | | 4 | |||||||||
South Dakota
|
2 | 2 | 4 | |||||||||
Missouri
|
1 | 3 | 4 | |||||||||
Alabama
|
| 2 | 2 | |||||||||
Indiana
|
| 2 | 2 | |||||||||
Nevada
|
| 1 | 1 | |||||||||
International(1)
|
| 74 | 74 | |||||||||
410 | 126 | 536 | ||||||||||
(1) | Represents 67 franchised locations in eight Middle Eastern countries and seven in South Korea. |
We lease all of our coffeehouse retail facilities. Most of our
existing leases are for five to 10 years and typically have
multiple five-year renewal options.
Headquarters and Roasting Facility. We
currently conduct our roasting and packaging, and warehouse and
distribution activities in a 130,000 square foot leased
facility in suburban Minneapolis, which also houses our
corporate headquarters. We lease this facility under a lease
that has an initial term that expires in 2019 and is subject to
extensions through 2029. We also have an option to purchase the
facility at the end of the initial lease term. This facility has
approximately 46,000 square feet for warehousing and
distribution of finished goods, approximately 42,000 square
feet for storage of raw materials, roasting and packaging and
approximately 42,000 square feet of office space. At
present, we are operating at less than our full production
capacity, and we believe that our existing infrastructure is
scalable so that we can add additional capacity with limited
incremental capital expenditures.
This facility is organic certified by the U.S. Department
of Agriculture. From time to time we engage third party vendors
to meet special processing needs, including roasting or
specialized packaging for specific commercial accounts.
S-56
Site Selection and Construction. We have
identified 5 strategic markets for further development
where we currently operate company-owned coffeehouses. Our site
selection process for our coffeehouses is integral to the
successful execution of our growth strategy. We begin by
prioritizing target trade areas and establishing pipeline goals.
We then evaluate potential locations using a systematic process
that is aimed at selecting locations that share similar
characteristics with our most successful existing coffeehouses
and that we expect can achieve a sales to investment ratio of
2:1 with the potential over time to grow to $1 million in annual
sales. Our process utilizes the knowledge and experience of
local brokers to pre-screen and select sites on which we conduct
a market assessment. Our market assessment includes an
evaluation of the demographics of a particular location as well
as site attributes, such as the type of venue, the potential for
signage, whether the location will have a drive-thru,
competitive conditions, the overlay of our existing site network
and the identification of gaps in our network. We have engaged
in an extensive assessment of the top 20% of our existing
coffeehouses based on sales to indentify common success
characteristics for the purpose of future site screening, and we
use that assessment to evaluate potential site statistics. We
believe this assessment will help us identify and select highly
profitable new locations in the future. Our management also
values on the ground intelligence for each new site by
conducting site visits prior to selection at different times of
the day and week.
We develop revenue forecasts and a financial plan for a
potential location in order to maximize our ability to select
sites most likely to produce successful and profitable
coffeehouses. Our primary focus is finding areas of expansion
within our existing markets since we believe that a
concentration of coffeehouses drives brand awareness and sales.
In addition, we are selectively targeting new markets where we
believe there is significant demand for our products. To source
competitive leases, our real estate team works with local
brokers. Our team has knowledge of the real estate markets in
the regions they cover and have historically been able to
negotiate favorable lease terms on our behalf. Additionally, the
flexibility of our nature-inspired concept and design allows us
to tailor coffeehouse construction to specific selected sites,
while ensuring that each coffeehouse maintains the inviting and
unique environment our customers identify with the Caribou
Coffee brand. After we identify a potential site, we develop a
site plan, space plan and project budget that are approved by
senior management as well as coffeehouse operations and real
estate personnel.
New Coffeehouse Development. We plan to open
approximately 10 new coffeehouse locations by the end of fiscal
year 2011 and expect to open an additional 20 to 25 coffeehouse
locations in fiscal year 2012. We expect the majority of these
openings to take place in markets in which we already operate
company-owned coffeehouses. We are focused on strategic
expansion of our coffeehouses that preserves our unique customer
and community focus and remains true to our fundamentals.
Coffeehouse
Operations
Coffeehouse Team Members. We strive for
operational excellence by recruiting, training and supporting
high-quality managers and coffeehouse employees, whom we refer
to as team members. Each of our coffeehouses is directed by a
store manager who oversees an average of 15 team members in each
coffeehouse. Each coffeehouse manager is responsible for the
day-to-day
operations of that coffeehouse, including the hiring, training
and development of personnel, as well as local store marketing
and coffeehouse operating results. We also employ district
managers, who are responsible for overseeing the operations of
between nine and 15 coffeehouses, and directors of operations,
who are each responsible for overseeing approximately 10
district managers and the operations of between 54 and 126
stores. As of October 3, 2010, we had 38 district
managers and five directors of operations.
We are guided by a
pay-for-performance
philosophy that allows us to identify and reward team members
who meet our high performance standards. We provide incentive
bonuses to store managers and district managers. Bonuses for
store and district managers are based upon coffeehouse sales,
profit and customer service standards, among other things.
Because of our strong commitment to customer service, if a store
or district managers score in customer service is below
the required minimum, no bonus may be awarded regardless of the
score in other areas. To aid us in evaluating service standards
in our coffeehouses, we arrange for unannounced visits by
mystery shoppers from a third-party service provider
who supply feedback on the customer service, products,
coffeehouse appearance and overall experience they encounter in
the coffeehouses they visit.
S-57
We believe the personal interaction of our employees and
customers is an essential differentiating factor for us and that
our selective hiring practices, extensive training program and
lower employee turnover compared to the industry lead to a
superior customer experience. We encourage our employees to know
customers names and their preferred drink or other menu
items, which stimulates customer loyalty through familiarity and
helps further differentiate us from our competition. We also
encourage our employees to become engaged in the community
through programs such as volunteering with local charities and
promoting the brand at local events.
Hours of Operation. Our coffeehouses provide a
clean, smoke-free environment and typically are open sixteen
hours a day, seven days a week.
Management Information Systems. Our stores are
equipped with sophisticated point of sale (POS) cash
register systems connected to PosiTouch to handle restaurant
level financial and accounting controls. The POS system helps
facilitate the operations of our coffeehouses by recording sales
transactions, providing instantaneous processing of credit card
and stored-value Caribou Card transactions, recording employee
time clock information and producing a variety of management
reports. Select information that is captured from the POS system
is transmitted to the corporate office on a daily basis, which
enables senior management to continually monitor operating
results. Our stores are also equipped with internally developed
labor scheduling tools, inventory management tools via
CrunchTime, sales reporting from Oracle-supported tools and
general ledger reporting out of Great Plains. These tools help
us to indentify and improve inefficiencies and enhance
profitability.
Quality Control. We use a variety of internal
audit practices to enforce our high standards for quality in all
aspects of our store operations. These practices include our
mystery shopper program and audits by district
managers of beverage and food quality, facility maintenance,
cleanliness, cash-handling procedures and other operational
standards for the coffeehouses they oversee.
Commercial
Channels
As part of our growth strategy, we continue to build our
existing relationships and develop new relationships for points
of distribution of our premium whole bean and ground coffee. We
also intend to continue to strategically expand into other
distribution channels to enhance our growth, profitability and
brand awareness. These distribution channels and existing
customers in each channel include:
| Grocery stores and mass merchandisersThis segment includes grocery stores, mass merchandisers and club stores. Our existing customers in this channel include, among others SuperValu, Kroger, Costco, Target, Sams Club, Harris Teeter and Safeway. | |
| Office coffee and foodservice providersThis segment includes national and regional providers of coffee to offices, restaurants and other venues. Our existing customers in this channel include U.S. Foodservice and other coffee distributers. | |
| HotelsThis segment includes hotel restaurants, catering and banquet programs and in-room dining. | |
| Sports and entertainment venuesThis segment includes multi-use sports and entertainment facilities that serve as the venue for major sports teams, music concerts and family events. | |
| College campuses |
We have increased our commercial retail footprint from 2,300
doors in 2007 to 7,000 doors in 2009 throughout 40 states.
In addition, we sell our blended coffees and license our brand
to Keurig, Inc. for sale and use in its K-Cup single serve line
of business. Furthermore, through our Keurig licensing
arrangement, we believe Caribou Coffee single-serve K-cups are
found in an additional 17,000 doors across all 50 states
and can be ordered from multiple major retail
websites. Pursuant to our agreement with Keurig, we are not
permitted to enter into arrangements with similar providers
during the term of our agreement, with such agreement terminable
upon one years notice by either party. Our commercial
segment accounted for 10% of our total sales in the fiscal year
ended January 3, 2010. During our fiscal year ended
January 3, 2010, our commercial segment experienced sales
growth of 54% compared to the prior fiscal year and has had
average annual segment growth of 48% over the past three years.
We are in the process of upgrading the packaging of our whole
bean and ground coffee products in an effort to further position
the appeal of our brand to customers in the marketplace.
S-58
Customers may also purchase our coffee and merchandise through
our company website, which features similar designs as our
coffeehouses, as well as community sharing forums. Our website
allows us to provide our products to customers who may not have
convenient access to our coffeehouses, or who simply prefer the
ease and convenience that Internet purchasing offers. We also
aim to increase our brand awareness in existing and potential
markets through our online activities.
Franchising
International Franchising. We believe that
international franchising provides us with higher returns on
investment, while significantly reducing the capital and
infrastructure required to own and operate international
coffeehouses. Our established international franchising program
provides us with the capability to seek further expansion in
international markets. The coffeehouse format we franchise to
our two current franchisees in international markets mirrors our
traditional Caribou coffeehouses in the United States. In
general and consistent with out past practice, we will seek new
franchisees that will enter into agreements to open a
significant number of units in a geographic market. We have a
director of operations who is responsible for overseeing our
international franchising activities. We focus on franchisees
with a flexible approach geared towards the best outcome for
both parties.
In November 2004, we entered into a master franchise agreement
that provides for 250 coffeehouses to be opened through 2014 in
12 countries throughout the Middle East. We chose the Middle
East region as our initial international expansion area based
upon favorable demographics and demand for coffee and tea in
that region and because we identified a strong local franchisee
who we believe can help us expand in that region. In addition,
we believed there was a growing market for American-branded
coffeehouses in this region. We are also exploring franchising
agreements with potential partners in Asia and other areas
throughout the world and currently franchise six coffeehouses in
South Korea. Our current international franchising arrangements
provide, and we would expect any future franchising arrangements
to provide, for revenue to be provided to us through initial
franchising fees, ongoing royalties and marketing fees and all
start-up
costs paid by the franchisee. Our license agreements also
require the franchisee to operate coffeehouses in accordance
with certain defined operating procedures, adhere to our
established menus and meet applicable quality, service, health
and cleanliness standards. A franchisee is also required to
purchase coffee and other propriety and branded merchandise from
us. If a license agreement provides that the franchisee may
grant sublicenses, any subfranchisee will be subject to the same
operational standards as the franchisee. Locations for
coffeehouses opened under a license agreement are typically
selected by the franchisee or its subfranchisees.
Domestic Franchising and Joint Ventures. The
coffeehouse format that we use when franchising domestically is
typically a kiosk format. Although we currently primarily expand
in the United States through
company-operated
coffeehouses, in certain circumstances we may franchise
locations in the United States in order to gain access to
attractive high traffic locations where we might not otherwise
be able to lease space for a company-operated coffeehouse. For
example, airports frequently require that tenants qualify as a
disadvantaged business enterprise or lease a substantial minimum
square footage.
We have instituted what we believe is a rigorous and disciplined
approach to developing a pipeline to drive domestic franchising
sales. The channels we are targeting include airports,
business/industry, college/university, grocery, healthcare and
lodging. We seek domestic franchising partners that have
adequate financial resources, an established customer-facing
interface and a track record of successful brand stewardship and
awareness. We require that all of our franchised locations are
operated in accordance with our defined operating procedures,
adhere to our established menus and meet our quality, service,
health and cleanliness standards. We also provide coffee and
other proprietary and branded merchandise for all locations.
Sourcing and
Supply
Our principal raw material is coffee beans, with approximately
31% of our cost of goods spend for green coffee beans in fiscal
year 2009. Approximately 90% of our total costs of goods
purchased are sourced through contracts that are managed by a
team of eight sourcing professionals. We typically enter into
supply contracts to purchase a pre-determined quantity of coffee
beans at a fixed price per pound. These contracts with
individual suppliers usually cover periods up to a year. As of
October 3, 2010, we had commitments to purchase coffee
beans at a total
S-59
cost of $25.3 million, which combined with green coffee
bean inventory on hand represents our anticipated coffee bean
requirements for 2011. We have several processes for assuring
the quality and price competitiveness of our raw materials,
including commodity index monitoring, benchmarking, supplier
business reviews, site visits and quality certification
processes.
Our second largest raw material is dairy-related products. We
obtain our dairy products from regional dairy suppliers. In our
established markets, we generally have arrangements with a dairy
supplier under which we purchase dairy products at fixed prices
based upon the commodity price plus a percentage. Our contracts
with all of our dairy suppliers fix the non-commodity portion of
dairy costs such as processing and delivery. As of
October 3, 2010, approximately 29.0% of our total expected
dairy purchases through the fourth quarter of 2011 were hedged
through dairy commodity futures contracts. In addition, our
cocoa prices are fixed under a supply agreement with our vendor
through the first quarter of 2011.
Marketing and
Advertising
We employ marketing strategies to increase brand awareness,
encourage trial and repeat purchases by educating potential
customers about the distinctive qualities of the Caribou Coffee
brand and promote repeat business by reinforcing positive
experiences with our products. We rely on a mixture of marketing
efforts that are tailored to the specific needs of particular
markets or coffeehouses, while addressing multiple user segments
concurrently, including:
| point-of-purchase marketing, which encourages existing customers to try new products or services, such as our stored-value Caribou Cards; | |
| website promotions and the use of social networking sites such as Facebook and Twitter, which provide a cost-efficient and relevant platform to reach a targeted demographic; | |
| interactive outdoor campaigns, which reinforce our fun, seize-the-day mentality and promote brand awareness in local communities; | |
| direct marketing, which includes mailings and email distributions that are cost-effective methods to reach potential new customers and encourage repeat visits from existing customers; | |
| promotions and local store marketing, which allow us to alert our customers to new products, seasonal merchandise and coupon programs; | |
| community initiatives, which generate favorable publicity and help build our brand; and | |
| print advertising, which includes advertising in newspapers and other publications to attract new customers within a particular market. |
In addition, we receive free marketing through
word-of-mouth
communication from our current customers who tell their friends
and colleagues about their experiences with our products,
environment and service.
We believe our commitment to a culture of social responsibility
and sustainability increases our customers loyalty to the
Caribou brand. We occasionally develop special blends or other
products for specific marketing or community initiatives, such
as our Amys Blend Coffee, a special blend that we sell
during several weeks each year to commemorate one of our first
roastmasters. We contribute a portion of the proceeds from sales
of this blend, along with sales of related merchandise, to the
National Breast Cancer Foundation. The
Coca-Cola
Company provides a matching contribution to the funds we donate.
Furthermore, we have teamed up with Project 7, a cause-related
company that donates 50% of their profits from sales of bottle
water, mints and gum they supply to our coffeehouses to socially
responsible causes. In addition, we place an enormous emphasis
on being part of our local communities and are committed to a
number of
not-for-profit
organizations with 5% of our operating profits going to charity
and local community causes.
S-60
Employees
As of October 3, 2010, we employed a workforce of
5,726 people, approximately 1,516 of whom are considered
full-time employees. None of our employees are represented by a
labor union. We consider our relationship with our employees to
be good.
Training and
Employee Programs
We believe that our employees training and development is
key to fulfilling our mission of creating coffeehouses that are
the community place I love for every customer with
each visit. Delivering excellent customer service is at the
heart of our company. We instill a sense of purpose in all of
our training practices to create a strong sense of commitment in
our employees to deliver excellent customer service.
We have specific training and certification requirements for all
new team members, including a combination of
in-store
training, classroom training, a training video and drink
certification. In addition to requiring that all new team
members be drink certified, we also require ongoing
drink re-certifications for team members. This rigorous process
helps ensure that all employees are executing our beverage
recipes and standards accurately and consistently.
To ensure a consistency of experience, we require our
franchisees to undergo training at one of our facilities prior
to opening their first coffeehouse and to provide ongoing
classroom and in-store training for their employees. Employees
at franchised locations also go through the same certification
process as team members at
company-operated
coffeehouses.
As we introduce new product offerings to our coffeehouses, we
conduct training programs to assure team members are able to
continue to deliver products to our customers with the same
speed and efficiency, and at the same quality, as our core
products. When we develop new products, we evaluate and adjust,
if necessary, our people deployment procedures so that we can
continue to provide the customer service and quality products
that our guests expect.
We believe our training and employee programs enhance our
employees job satisfaction and attract the job candidates
that we aim to hire.
Competition
In our retail coffeehouse business, our primary competitors are
other premium coffee shops. In all the markets in which we do
business, there are numerous competitors in the premium coffee
beverage business, and we expect this competition to continue.
Starbucks is the premium coffeehouse segment leader with
approximately 11,000 locations in the United States and
approximately 6,000 locations internationally. Our other primary
competitors are regional and local market coffeehouses, such as
Dunn Brothers in the Minneapolis market. We also compete with
numerous convenience stores, restaurants, coffee shops and
street vendors, as well as with quick service restaurants, and
recently, a number of quick service restaurants such as
McDonalds have more aggressively pursued the coffee
beverage market. As we continue to expand our food offerings, we
will compete with additional regional and local competitors with
food offerings. We also compete with numerous retailers and
restaurants for the best retail real estate locations for our
coffeehouses.
In our commercial business, we compete directly against all
other coffee brands in the marketplace with respect to our
commercial segment. In our commercial business, we face
competition from a number of large multi-national consumer
product companies, including Kraft Foods Inc., Nestle Inc. and
Proctor & Gamble, as well as regional premium coffee
bean companies, some of which also operate premium coffeehouses.
Competition in the premium coffee market is becoming
increasingly intense as relatively low barriers to entry
encourage new competitors to enter the market.
We believe that consumers choose among premium coffeehouses
based upon the quality and variety of the coffee and other
products, atmosphere, convenience, customer service and, to a
lesser extent, price. Although we believe consumers
differentiate coffee brands based on freshness (as an element of
coffee quality), to our knowledge, few significant competitors
focus on craft roasting and product freshness in the same manner
as Caribou Coffee. We
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spend significant resources to differentiate our customer
experience, which is defined by our products, coffeehouse
environment and customer service, from the offerings of our
competitors.
We also face intense competition with regards to the expansion
of our franchise program as the number of franchising
alternatives for potential franchisees increases. We will
continue to seek franchisees to operate coffeehouses under the
Caribou Coffee brand in both domestic and international markets.
We believe that our ability to recruit, retain and contract with
qualified franchisees will be increasingly important to our
operations as we expand. In combination with our high-quality
products, unique coffeehouse environment and exceptional
customer service, we believe that our innovative development of
the store within a store kiosk program will allow us
to differentiate ourselves from other franchise offerings.
Service Marks and
Trademarks
We regard the Caribou Coffee brand and our related intellectual
property and other proprietary rights as important to our
success. We rely on a combination of trademarks, copyrights,
service marks, trade secrets and similar rights to protect our
intellectual property. We own several trademarks and service
marks that have been registered with the U.S. Patent and
Trademark Office, including Caribou Coffee, Reindeer Blend and
other product-specific names. We have applications pending with
the U.S. Patent and Trademark Office for a number of
additional marks, including Amys Blend and Mahogany. We
have registered or made application to register one or more of
our marks in a number of foreign countries and expect to
continue to do so in the future as we expand internationally.
There can be no assurance that we can obtain the registration
for the marks in every country where registration has been
sought.
Our ability to differentiate the Caribou Coffee brand from those
of our competitors depends, in part, on the strength and
enforcement of our trademarks. We must constantly protect
against any infringement by competitors. If a competitor
infringes on our trademark rights, we may have to litigate to
protect our rights, in which case, we may incur significant
expenses and divert significant attention from our business
operations.
Seasonality
Historically, we have experienced increased sales in our fourth
fiscal quarter due to the holiday season. Because of the
seasonality of our business, results for any quarter are not
necessarily indicative of the results that may be achieved for
the full fiscal year. The impact on sales volume and operating
results due to the timing and extent of these factors can
significantly impact our business. For these reasons, quarterly
operating results should not be relied upon as indications of
our future performance.
Governmental
Regulation
Our coffee roasting operations and our coffeehouses are subject
to various governmental laws, regulations and licenses relating
to health and safety, building and land use, and environmental
protection. These governmental authorities include federal,
state and local health, environmental, labor relations,
sanitation, building, zoning, fire, safety and other departments
that have jurisdiction over the development and operation of
these locations. Our roasting facility is subject to state and
local air quality and emissions regulations. We believe that we
are in compliance in all material respects with all such laws
and regulations and that we have obtained all material licenses
that are required for the operation of our business. We are not
aware of any environmental regulations that have or that we
believe will have a material adverse effect on our operations.
Our activities are also subject to the American with
Disabilities Act and related regulations, which prohibit
discrimination on the basis of disability in public
accommodations and employment. Changes in any of these laws or
regulations could have a material adverse affect on our
operations, sales, and profitability. Delays or failures in
obtaining or maintaining required construction and operating
licenses, permits or approvals could delay or prevent the
opening of new coffeehouse locations, or could materially and
adversely affect the operation of existing coffeehouses.
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