Review of Amy's Blend and Holiday 2011

1. International RCMAugust 2011

2. Amy’s Blend10.1.11 – 11.9.11

4. Last year was the most impactful Amy’s campaign to date. A strong PR campaign, creative and product assortment together drove $1.4M in retail sales and enabled $160K in donations.

5. This year we will need to maximize promotional efforts to generate buzz (in the midst of breast cancer awareness month) and drive incremental traffic and in-store excitement, to achieve a donation over $200,000.2

6. The WIGs we’re chasing Drive incremental traffic (1%) and ticket (5%) in 2011. Do good through >$200k Susan G. Komen donation.

8. Our unique connection and commitment are part of who we are, and needs to be clearly communicated each year

9. In-store elements

10. Stanchion

11. Door clingDoor Cling 4

13. Coffee flavor notes:Vibrant and cheery, with fruit notes (even melon!), and a pleasing caramelized sugar heaviness

14. Vibrant, decaffeinated spiced rooibos tea

15. In-store elements

16. 3-Tier

17. Feature fixture

18. Ambient bucket sign with Basket of Hope donation

19. ‘Donated by’ sticker

20. Bean tracker

21. Goals

22. Individual store goals will be communicated via the Blend5

24. Amy’s scarf $11.99

25. Amy’s 16oz tumbler $16.99

26. Amy’s 14oz ceramic mug $8.99

27. Amy’s 24oz cold cup $14.99

28. In-store elements

29. Feature fixture topper (with removable top to feature scarf)

30. Provisions sign

31. Small scarf pricing sign

32. Goals

33. 5 units per store per week6

35. ‘Bou Breakfast Sandwiches and Oatmeal continue their focus

36. Fall LTOs (e.g., Pumpkin Bread, Caramel Apple Crisp oatmeal, Apple Cinnamon and Maple Walnut scones) continue

37. In-store elements

38. Stanchion 2

39. Counter Cling

40. Menu Board

41. Drink Pick-upNote: old images used, will be updated for 2011 7

44. Menu Board

45. Window cling in non-oven storesDrive-thru 8

47. We’d like a way to reconnect the 2011 Amy’s Blend activities to the beauty and spirit of the gardens at MOA and Shedd Aquarium

50. This year we’ve added the opportunity for store members to create in-store balloon displays for launch week (stores purchase themselves with their LSM money)

51. Strongly recommend

52. We will work with Party City to pre-select skus and provide the field with this informationT-shirt (front) In-store display Bean Thermometer 10

53. New Amy Blend Overview 10.1 – 11.9 Continuing from previous promo October November 01. 03. 10. 17. 24. 31. 07. PR and events OUT OF STORE Baskets of Hope PROMOS Pink out Free drink w/ BOH Double donation week Halloween Happy Everyday Amy’s Blend Tea Latte BEVERAGE Fall LTOs – Wild Pumpkin Latte & Pumpkin White Chocolate Mocha Food rehit (oven stores); oatmeal rehit (non-oven stores) FOOD Fall LTOs – Pumpkin Bread, Apple Cinn & Maple Walnut scones, Caramel Apple Crisp Oatmeal Amy’s Blend Coffee – regular and decaf BEANS Amy’s Blend Collection 2011 MERCH Amy’s Blend Retail Tea Tin Pre-holiday sale 11

54. Holiday 11.10.11 – 12.29.11

55. 13

56. The cups will be placed by the bar with care… 14

57. The experience all starts before you enter the store… 15

58. … and continues with great in-store atmosphere 16

59. Beautiful POP completes the feel 17

61. Whole Bean pre-pack decaf

62. Whole Bean hand-pack18

63. A Merry Mad Lib: The WIGs we’re chasing Profitable Daybreaker Metal twig tree Relatives Caffeine-deprived Drive incremental traffic (1%) and ticket (5%) in 2011. BOUfanatical Caribou Barista Favorite Spicy Mocha Run DMC 19 19

65. Has children

66. Is time-crunched

67. Natural affinity for Caribou and Caribou products

69. Buying for someone who does love coffee and/or Caribou

70. Looks for more traditional Caribou and coffee gift options11.25 – 12.14 12.15 – 12.25 12.26 – 1.4 20

72. Capitalize on excitement for the return of Reindeer Blend & Thanksgiving bean buys

73. Turn focus to heart of collection & remind customers to buy at the ‘Bou

74. Friends & Family Promo

75. Thanksgiving week promo

76. Sell off Holiday-specific product by speaking to those who didn’t get what they wanted or want post-holiday stock up deals

77. Drive last minute purchases of easily giftable itemsMERCH TBD M E R C H T B D 21 * Note: The above Planograms are for most stores, new stores & MDSP stores will be different

79. Entice guests to do their holiday shopping at Caribou and continue to establish Caribou as a retail gift destination

80. Help transform the store into a gifting wonderland and strengthen the impact of the overall Holiday campaign theme

81. SELL!1 Reindeer Blend and Gift Sets Seasonal Collection Drinkware Collection Kids’ Collection Stocking Stuffers Holiday Candy Collection Gift Cards 2 3 4 5 6 7 * Additional product collection information available in the appendix 22

83. Perfect pairing with other gifts

84. Provide our customers with drinkware in a range of styles:

85. Functional (hot, cold, stackable)

86. Cute/inventive

87. Boufanatic

88. Festive

89. A range of sizes

90. 20 and 24oz cold

91. 16 and 20oz hot23

94. Provide customers with a variety of styles and types to meet all gifting needs

95. Holiday Branded

96. ‘Bou Branded

97. Keychain convenience – keycard must have removable key fab25

99. Our most popular holiday menu items are back: Spicy Mocha, Ho Ho Mint Mocha, Fa La Latte, Gingerbread

100. LTO Cranberry Walnut Cookie

101. In-store elements

102. Window cling

103. Menu board chalkboard

104. DT Translit

105. Stanchion Side B

106. Bakery case labels

107. Bakery case small sign

108. Bakery box table tent (buy 5 get 1 free)26

110. Bulk Items will be available 8/26 and consolidated with resupply orders (see schedule)

111. Any delay in ordering/payment from this schedule will cause that countries holiday bulk items to be consolidated with Merchandise air shipment

112. Merchandise

113. All merchandise items are schedule to arrive by 10/13 in MN.

114. From 10/14 thru 10/19, all orders will be processed and shipped Air to each country.Bulk Item Listing Resupply Order Schedule

115. Appendix

117. Impulse items that provide opportunities for a customer to purchase as a gift for themselves or someone else

118. Collectible ornaments to encourage repeat purchases$4.99 $4.99 $6.99 29

120. Entice our customers through a wide assortment

121. ‘Bou Fanatic

122. Seasonal Gear

123. Dogs & Kids

124. Coffee sleeves$7.99 $4.99 $16.99 $6.99 $5.99 $12.99 $6.99 $4.99 $4.99 $5.99 $6.99 $4.99 $10.99 $2.99 $3.99 $5.99 $5.99 $4.99 $12.99 $3.99 30

126. Bring back holiday favorites :

127. 5 oz. Chocolate-covered espresso beans $5.99

128. 5 oz. Dark chocolate salted caramel corn $6.99

129. Holiday cookies (snowman & tree) $1.99

130. Lollipops $2.49

131. Peppermint Bark $1.49

132. Entice guests to try something fun and new:

133. 3 oz. Merry Munch $3.99

134. S’mores Pops $2.49

135. Peanut Butter Meltaways $6.99

136. 5 oz. Peppermint shortbread bites $5.99

137. 2oz. Dark chocolate peppermint Bar $3.49Strategy 31

139. Varying the call to action speaks to multiple types of guests and needs

140. BOGO weekend (Oct 15-16)

141. Free drink with donated 1lb of Amy’s beans or 2 Amy’s tea tins (Oct 17-23)

143. Double-sided Stanchion & Ambient Bucket sign with LTO food/bev on other side

144. Stanchion sign sent with later kit32

147. We’d like to incent frequency and ticket with a holiday-centric beverage card

148. Make it Merry this holiday

151. Thanksgiving guests

153. Brand-right, seasonally appropriate promotions showcase our personality AND drive incremental traffic!

154. Strong historical bean sales the week of Thanksgiving

155. “Viral” coupons are more relevant now than ever before as we’ve built up our fans & subscribers

156. Gift packaging to distribute bouncebacks

158. In-store handout

159. Email and social media

160. Bean quad chalkboard

161. Email and facebook posts

162. Handouts with each gift bag34