Question

Starcups Coffee Company is launching a new sustainability initiative that would reward customers for purchasing a reusable cup. During the cup promotion, customers would pay an extra $1.00 for the reusable cup and would receive a 25% discount each time they return with the cup to buy a cup of coffee.

Each week Starcups serves 52,000 customers who purchase an average of 2.00 cups of coffee per week (104,000 cups total). Starcups’s contribution margin income statement for a typical week is shown below:

		Units	Per Unit			Total
Sales Revenue		104,000	$	6.40	$	665,600
Variable Cost		104,000		2.70		280,800
Contribution Margin		104,000	$	3.70	$	384,800
Fixed Costs						112,000
Net Operating Income					$	272,800

Assume the new cup promotion is expected to impact sales volume, revenue, fixed, and variable costs as follows:

Starcups estimates that 30% of its current customers (15,600) will participate in the promotion. The remainder of its existing customer base (36,400) will continue to buy an average of 2.00 cups of coffee per week.

Starcups expected to attract 6,200 new customers to participate in the promotion.

Customers who participate in the promotion will pay an additional $1.00 for the reusable cup. They will then receive a 25% discount on repeat visits when they bring back their reusable cup.

The additional variable cost of purchasing the reusable cup is $2.70. The variable cost savings of the paper cup is $.25.

Starcups expects that customers who participate in the reusable cup promotion will visit an average of 4 times per week, including the first purchase of the reusable cup.

Starcups will spend a total of $22,000 per week advertising the reusable cup promotion.

Required:
1. Prepare a contribution margin income statement to predict how the reusable cup promotion will impact weekly net operating income.

Answer 1