Food Business News - April 28, 2020 - 8

Coca-Cola scrambles after
global sales tumble in April

Away-from-home
channels account
for about half of the
company's business.

©ANDREI - STOCK.ADOBE.COM

COCA-COLA CO.

CONTINUED FROM PAGE 1

$1.68 billion, or 39¢ per share, a year
earlier. Sales were $8.60 billion, down 1%.
Comparable earnings per share were up
8%, and sales were flat.
While the largest hit has been evident
since the start of the second quarter,
the company said it began to see major
changes in consumer buying patterns in
March, most notably the drop in awayfrom-home channels, which account for
about half of the company's business.
In addition to restaurants, Coca-Cola's
business with convenience stores has been
sharply reduced.
"In some markets, like the US,
drive-thru operations and carryout
have helped offset some of the pressure,
but most restaurants are operating on
limited hours and are seeing overall trips
decline sharply," said James R.B. Quincey,
chairman and chief executive officer,
during an April 21 conference call with
investment analysts.
How these shifts will translate into
financial results for Coca-Cola for the rest
of the second quarter and the entire year
is a question too difficult to answer at
present, the company said.
"It will depend heavily on the
duration of social distancing and
shelter-in-place mandates, as well as the
substance and pace of macroeconomic
recovery," the company said. "However,
8

Food Business News

the impact to the second quarter will be
material."
The company is increasing
investments in e-commerce to support
both retailers and meal delivery
services. It is shifting "toward package
sizes that are fit-for-purpose for online
sales and redeploying consumer and
trade promotions toward digital," the
company said.
Coca-Cola's approach to brand
marketing has changed since the
outbreak, Mr. Quincey said. The changes
heed the current state of the "consumer
mindset across markets," he said.
"We've determined that in this initial
phase, there is limited effectiveness to
broad-based brand marketing," he said.
"With this in mind, we've reduced our
direct consumer communication. We'll
pause sizable marketing campaigns
through the early stages of the crisis and
reengage when the timing is right."
Because of the extraordinary
uncertainty it faces, Coca-Cola has
withdrawn second-quarter and full-year
guidance. Mr. Quincey predicted guidance
would be offered by the company again,
beginning in July, during its next earnings
call.
Considerable attention during
the call was devoted to different
possibilities for how an economic
recovery will take shape. Despite the

uncertainty, Mr. Quincey said the
company is not waiting for perfect
clarity before taking action.
"We may not know the exact shape of
the recovery, but we are taking action today
to be prepared for the future," he said.
While talk of reopening the economy
has accelerated in recent days, social
distancing to a meaningful degree will
continue beyond the end of June, Mr.
Quincey predicted. Such measures may
even extend through December, he added.
A picture, albeit an incomplete one,
of what will come next may be gleaned
by observing patterns in China, Mr.
Quincey said.
"There are some learnings from the
earlier markets like China, South Korea or
even some of the European markets," he
said, adding, "We're still at the beginning."
The drop in business in China was
even greater than what the company
experienced globally in April, Mr.
Quincey said.
"We were doing great (there) in
January," he said. "We had a fantastic start
to the year, double-digit growth. It was
a very profound lockdown in February,
much deeper than the minus 25% we're
currently seeing globally. And we're kind
of getting close toward neutral in China
now, still below where we were last year
and where we were in January."
With limits on crowd sizes still in
force, a full recovery will take time. He
said other countries "may not follow the
same trajectory" as China, and that the
situation in China could still change.
He noted Singapore and Tokyo have
experienced a second phase of lockdowns.
With bottlers and representatives
located at every corner of the globe, CocaCola is no stranger to crises, Mr. Quincey
said. The company, with its history, has
endured many periods of challenge in
the past, he said, adding that following
"every previous crisis, military, economic
or pandemic in the last 134 years, the Coke
company has come out stronger."
An updating of the company's
purpose statement - "to refresh the world
and make a difference" - has proved
timely, Mr. Quincey said.
"Our company's purpose is now more
important than ever," he said. FBN
April 28, 2020



Food Business News - April 28, 2020

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