Starbucks

Year of the Brand

In this last Brand New Perspectives of 2012, I’m breaking from my usual Q&A format to recap some of the most important brand developments in fast food this past year.

Despite the sluggish economy and uncertainty that typically accompanies election years, companies in our industry chose to make some of their boldest moves in 2012, and some exciting new chains took the stage. Here are my picks for the seven biggest brand stories of the year.

How to Stay Crafty

Wine connoisseurs for years looked down their noses at beer, considering the latter, better-selling beverage as a drink of the “common man.”

That view is slowly evolving, however, as an increasing number of Americans become fans of the many craft beers being brewed all across the country. And it’s an evolution that’s starting to impact quick-service restaurants, too.

HMSHost Unveils New Local Cuisine and More at SLC Airport

HMSHost and Salt Lake City International Airport celebrates the grand opening of 13 new restaurants highlighting local and national favorites. The new restaurants bring a decidedly local twist, as seven of the 13 are Salt Lake City-area eateries. With a mix of Mexican, Greek, and Italian food, as well as coffee shops and bars, every traveler at Salt Lake City International is sure to find the delicious meal they are seeking before their flight.

Starbucks Breaks Coffee Ground in India

Tata Starbucks Limited, the 50/50 joint venture between Starbucks Coffee Company and Tata Global Beverages Limited, opened the doors to the first Starbucks store in India.

This flagship store is located at the historic Elphinstone Building, Horniman Circle, Mumbai, and marks the beginning of the iconic brand’s India journey.

In addition to the flagship store at Horniman Circle, Tata Starbucks Limited will launch two more stores in the next week at Oberoi Mall and the Taj Mahal Palace Annexe in Mumbai.

Starbucks Hosts 2012 Global Leadership Conference

Starbucks Coffee Company kicked-off its three-day Global Leadership Conference in Houston, where the company will inspire nearly 10,000 store managers by investing in their development, connecting them with the company’s core values, and motivating them to deliver against Starbucks business aspirations.

Conference highlights include:

Innovation or Core? Try Both

Q: How do you innovate in new areas while maintaining strong execution on your core business?

A: Three hundred industry leaders recently grappled with this question at the Women’s Foodservice Forum Executive Summit. Speakers and attendees shared insights on and challenges with achieving the right balance between innovation and core execution.

Drive Time

Breakfast is on a roll.

Even though most Americans prepare or eat their morning meals at home, an increasing number of them are opting for breakfast on the way to work, particularly at quick-service restaurant locations.

Nearly half of consumers visited a limited-service restaurant for their early meal last year, up from a third in 2009. So it’s no surprise that at least half a dozen quick serves launched breakfast dayparts in the past three years, while many others added new menu items.

Starbucks Holds $87.4M in Impact Media Value

Starbucks is the top quick-service restaurant brand with $87.4 million of Impact Media Value according to General Sentiment’s Q2 2012 QSR MediaMatch report.

McDonald’s ($39.4 million), Taco Bell ($38.7 million), Burger King ($37.4 million), and Chipotle ($29.5 million) round out the top five. The top six brands in the rankings have remained unchanged since the last report.

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