Starbucks isn't a coffee company. It's actually a bank that sells coffee ☕️
Starbucks has built a $12 billion bank right under our noses. Here's how they did it👇
Starbucks operates over 33,000 stores in 76 countries. They did $29B in revenue in 2021. However, 41% of their revenue is exclusively gift card sales. The gift card is a flywheel for their business ⚙️
In 2001, Starbucks introduced its gift cards for the first time. Within 8 months, the company had already seen 4 million cards activated. This was the first sign they might be on to something 📈
The Starbucks Gift Card business is HUGE, with 41% of revenue🤯 In contrast, the next largest gift card programs are GameStop and AMC. Their gift card programs are 15% and 10% of sales respectively.
Starbucks has made its gift card a flywheel for its business and this is how it works:
𝟭𝘀𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗶𝗻𝗶𝘁𝗶𝗮𝗹 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 ✅
It's a co-worker's birthday or anniversary. You stop by Starbucks and pick them up a $25 gift card. But because you're in there, you also pick up something for yourself. A $25 sale became a $35 sale.
𝟮𝗻𝗱 𝗶𝘀 𝘂𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗚𝗶𝗳𝘁 𝗖𝗮𝗿𝗱 🧧
So your co-worker goes to Starbucks a couple of times and spends the $25. But because no one spends EXACTLY the amount on their card, your co-worker gets an extra item. They spend an extra $5.
𝟯𝗿𝗱 𝗶𝘀 𝗕𝗿𝗲𝗮𝗸𝗮𝗴𝗲 🤑
Breakage is an industry term for unused gift cards. Everyone knows that some gift cards will never get spent. Starbucks knows this too and they plan for it. The company makes $155M in pure profit off of unused gift cards.
𝟰𝘁𝗵 𝗶𝘀 𝘁𝗵𝗲 𝗳𝗹𝗼𝗮𝘁 𝗼𝗳 $ 🏦
When you buy a Starbucks gift card, you give Starbucks money w/o getting anything in return. Do you know who else you give $ for nothing in return? The bank! Starbucks acts like a bank. They invest the money & receive interest just like a bank does.
So, the lifecycle of a $25 gift card can bring as much as $45 to Starbucks. At the end of 2021, they reported $1.6B in gift card sales that have yet to be redeemed. Starbucks used their flywheel to perfection. Now they do more revenue than McDonald's 🍔
𝙎𝙤 𝙬𝙝𝙖𝙩 𝙘𝙖𝙣 𝙬𝙚 𝙡𝙚𝙖𝙧𝙣 𝙛𝙧𝙤𝙢 𝙩𝙝𝙞𝙨?
Find your flywheel! There are revenue centers in your business that you may have no clue are there.
Examples of flywheel revenue centers:
Retail Sales --> Gift Cards
Real Estate --> Repurpose Excess Space
Wood Working --> Sawdust Sales
DTC Sales --> E-Mail List
𝗧𝗟;𝗗𝗥
Starbucks sells $12B in gift cards every year.
This accounts for 41% of all revenue.
They make money 4x from one gift card sale.
The unused gift cards are a $155M profit center alone!
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