The Exchange

Starbucks With a Shot of Disney: Today in Food Finance

The Exchange

Mickey, Donald and Goofy will now be able to sate their Starbucks (SBUX) cravings as the Seattle coffee behemoth makes itself at home in each of the six U.S. Disney (DIS) properties located in California and Florida. The company announced on April 23 that it would be moving into its first Mouse House  -- Disney's Anaheim, Calif., Adventure Park -- in June, following suit in the five other locations  in the months to come.

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This is the first time Starbucks will be available in a U.S. Disney park, although Parisians have been sipping SBUX concoctions in France's Disney Village since June 2009.

The Adventure Park Starbucks will be folded into its Fiddle, Fifer & Practical Cafe, which has a roaring '20s theme; the baristas will forgo the traditional green-aproned look for historically correct attire.

The expansion into the Disney empire isn't the first for Starbucks in 2012; in February, it announced a new partnership with Alaska Airlines. Starbucks also got a big boost

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Although Disney is known as the "happiest place on earth," the announcement didn't bring a smile to Starbucks stockholders; shares are down around 1% in afternoon trade. Disney isn't grinning on the news either; its shares are also slumping around 1% in later trade.

However, both companies are positive for the year, with Starbucks up a highly caffeinated 30% and Disney up more than 10%, despite the John Carter debacle that led to a $200 million writedown and the exiting of studio chief Rich Ross.

On March 8, Starbucks shares hit $50 for the first time on a split-adjusted basis just ahead of its announcement that it would enter the single-serve market with a brewing machine, Verismo, challenging the market leader, Green Mountain, and its Keurig machine. Although Starbucks stressed that its deal with Green Mountain to sell K-Cups would continue and called its partnership "solid," Green Mountain shares tanked on the news, spiking "coffee war" chatter. Starbucks stock has risen around 17% since the announcement, while Green Mountain (GMCR) is down around 29%.

Since July 1, 2008, when Starbucks first announced it was closing 600 underperforming stores, the stock is up more than 280%.

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