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Siddharth Das
Investment Thesis
GMCR is a market leader in a growing
consumer industry
Great potential for growth and
innovation
Over 30% short interest, allowing for a
potential short squeeze
Worries over competition driving down
margins are overestimated
Industry Overview
Coffee consumption is increasing (78%
to 83% in one year) along with single
cup coffee consumption (8% to 13% in
one year)
24% owned a brewer in 2012, 36% in
2013
Company Overview
Operates in the US and Canada
GMCR is the leader in single-cup coffee
with 13% market share of total coffee
consumption in the US
Sold 8.3 billion portion packs, compared
to 6.6 billion last year (26% increase)
Strengths in loyalty, diversity, and
brands
Business Model
Operates on a razor/razor blade model
Sells brewing machines (razor) at low
margin
Sells K-cups (razor blade) at high margins
22% growth in portion packs
Has wholesale customer accounts in
supermarkets, convenience
stores, hotels, restaurants, universities,
and offices
Great Brands (48)
Caribou Coffee
Dunkin’ Donuts
Eight O’Clock
Good Earth
Kirkland Signature
Lipton
Orient Express
Promenade
Seattle’s Best
Coffee
Snapple
Starbucks
Swiss Miss
Tazo
Tully’s
Vitamin Burst
Numbers
Price: $69.04
52 Week Range: 27.88 – 89.66
Market Cap: 10.98B
Daily Volume: 4.6M
Debt to Equity: 12.7%
EV/EBITDA: 9.42
Yield: 1.45%
Beta: 0.90
P/E
GMCR Industry
Average
S&P
500
20.84 21.27 19.69
1 Year 3 Year 5
Year
9 Year
Net Margin 9.40 7.61 6.85 5.89
% ROE 17.38 15.04 15.82 15.90
Chart
Acquired
Van Houtte
Announced
SBUX Deal
David
Einhorn
Shorts
Missed
estimates
Drop in K-
cup demand
Renews
SBUX deal
Recent Updates
Announced a $1 billion share buyback
program
Announced $1.00 annual dividend, paid
quarterly
16% revenue growth for year; 22% for
quarter
FCF grew from $77 million last year to
$603 million, projected $200-$300 for
next year
Looking Ahead
Upgrading to Keurig 2.0 within a year
Expanding into cold products (carbonated,
sparkling, and still) with new technology
Launching in UK, Australia, South Korea,
and Sweden in 2014
Looking to grow in work (10%), hospitality
(5%), and food (1%) locations
Expanding into soup and hot cereal
Locked in 100% of coffee beans for 2014
Management
CEO Brian Kelley
Consistently beats estimates
Management holds 11% of equity
Risks
Decreased sale of Keurig Brewing
Systems from competition
Shifting preferences for coffee
SEC looking into accounting practices
Increased competition after patent on K-
cups expired September 2013
Price of Arabica coffee beans
Conclusion
Coffee consumption and single cup
coffee is increasing
Undervalued due to overestimation of
competitors
Float short allows for a potential short
squeeze
Appendix
10-K
The Street (Nov. 17)
S&P Capital IQ (Nov. 21)
National Coffee Association
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