Kantar Millward Brown Report Shows Steady Brand Perception and Consumer Sentiment for Starbucks Brand

NEW YORK–(BUSINESS WIRE)–Today, Starbucks (NASDAQ:SBUX) shared a letter sent by Kantar Millward
Brown – a leading multinational market research firm – to Starbucks
Chief Strategy Officer Matt Ryan. The letter, from Brian James, the
firm’s President, Brand and Communications practice, highlighted
findings refuting information currently in the marketplace based upon
research reports and speculative data about Starbucks business
performance.

“Over the past week, there has been misinformation widely disseminated
in the market about our brand, and stakeholders need the facts,” said
Ryan. “The following note came from the president of Kantar Millward
Brown – our long-term partner in providing brand and consumer equity
research – clarifying current Starbucks brand perception. Reports
suggesting anything other than this should be viewed skeptically and do
not reflect the customer satisfaction and perception trends we are
seeing so far in 2017.”

James’ letter stated: “Kantar Millward Brown has provided continuous
Brand Equity measurement for Starbucks since 2013. Following the recent
release of results from a YouGov Brand Index Survey, several news
organizations have reported that Starbucks is suffering from consumer
backlash related to its announcement to hire 10,000 refugees globally
over the next five years. Such backlash or declines are not
substantiated in our own measurement of Starbucks Brand Health and
Consumer Sentiment. Kantar Millward Brown has conducted ongoing monthly
measurement of Starbucks Brand Perceptions and Consumer Sentiment toward
the Brand and saw no such impact in February 2017. In fact, in February
2017—after the announcement—we did not observe any substantive impact on
Customer Consideration, Future Visitation Intent or Brand Perceptions or
any other key performance metrics for the Starbucks brand.”

About Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically
sourcing and roasting high-quality arabica coffee. Today, with
stores around the globe, the company is the premier roaster and retailer
of specialty coffee in the world. Through our unwavering commitment to
excellence and our guiding principles, we bring the unique Starbucks
Experience to life for every customer through every cup. To share in
the experience, please visit us in our stores or online at http://news.starbucks.com or www.starbucks.com.

Contacts

Starbucks Media Relations
+1-206-318-7100
press@starbucks.com