• Ad Age, Tuesday, May 18, 2010 11:15 AM

Even its most loyal customers consume only three of every 10 cups of coffee they drink in Starbucks stores, the company says, and it estimates that it holds less than 5% of the brewed-coffee market in the U.S. That's a long way from where it thinks it can be.

"We have a lot of opportunity both domestically and globally," Starbucks global CMO Annie Young-Scrivner tells Emily Bryson York. "We're looking at brewed-coffee expansion and, definitely, 5% gives us room to expand." Four in five cups of coffee are consumed at home, according to NPD Group.

Young-Scrivner says that its instant entry, Via, is performing ahead of expectations. Half of the Via serving occasions are at home, she said, while 25% are in the office, and the remaining quarter are consumed "on the go."

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