Projected Growth
WILMINGTON, N.C.-- (PORT CITY JAVA) -- January 10, 2005 -- Wilmington, NC based Port City Java announces triple digit growth for 2004 and the addition of infrastructure to effectively execute the openings and grow the Brand.
The Numbers
The company had 106 Domestic units open or under development as of December 31, 2004. CEO Don Reynolds indicated " we started franchising in earnest in September 2003, at that time we were standing at 18 units. This equates to a 489% increase in commitments. " The company is now represented in 14 different states NC, SC, GA, VA, PA, MD, KY, NJ, FL, CT, TX, NV, CA, and MI. On the international front, Port City Java has signed development agreements with Kemudi Selamba, SDN, a Malaysian Organization, to develop 200 units in Indonesia. The company has fully consummated a 5 unit development program in Saudi Arabia, with Saad -Al - Lazeez. The first unit in Riyadh will open in February 2004. In addition, the Port City Java has entered into a 5 unit development agreement with PCJ Coffee Houses De Costa Rica, SA. to develop Costa Rica.
Concept
Reynolds states " we have long known our model, which includes food, a juice/smoothie bar, and on site baking creates a café with an " all day approach to sales ". We are now seeing a trend of our competitors incorporating food offerings into their menus in an attempt to create additional sales volume, Port City Java does not have to cross the hurdle of changing it's culture or store designs in order to realize these additional sales, as the food components has been in place since day one of operations.
Brand
In 2004 the company developed an Organic/Fair trade Coffee Program, to create further Brand awareness and differentiation from its competitors. The program entailed the set up of a separate USDA Certified Organic Roaster, separate cup design and Brand packaging, training for employees, and marketing and point of sale materials to educate consumers. The company rolled out the program to its 10 Wilmington, NC units as a test and there will be a company wide roll out in February 2005. The Organic Fair Trade Program currently offers the Port City Java consumer an Organic/Fair Trade choice every day. The company intends to become 100% Organic/Fair Trade within 24-36 months. Reynolds states " this is a big commitment and one we have thought through. We believe we can source and ramp up our supply chain to accommodate the needs. We fully understand the need for the Organic/Fair Trade product to comply 100% in regards to our taste profile ".
Infrastructure/Brand Integrity
The company added the necessary infrastructure in late 2003 to support the anticipated growth and protect Brand Integrity. New facilities which include roasting facility complete with a GOTHOT120 KILO Roasting plant, fully functional training center, Organic Roasting facility, distribution, and corporate offices were constructed and utilized. The company occupies 17500 sft of corporate facility with land to enlarge the facilities, as needed.
To provide support the company has created a Training and Compliance division for the franchisees. This department has " systemized " all Training into components and modules. The company currently puts the Franchisees through a 10 day initial training program at the corporate facilities and 14 days on site as the Franchise unit opens. There are a 30, 60 and 90 day compliance visit after a unit opens and quarterly support/compliance visits after the initial 90 days. Reynolds indicates " we have seen the positive results from intensive initial 90 day training and support. Keeping a unit in a positive forward direction is less difficult than turning a negative situation around ".
Port City Java keeps all creative and Brand creation in house, including the website. The company strongly feels this is necessary to keep the " soul and integrity " true to the Brand. Staying true to the initial vision and values is essential for success, as growth can bring in influences which can dilute the Brand and vision. By keeping the " soul " in-house, the ideas and creativity will always remain truly Port City Java.
About the Port City Java® Brand
Port City Java® is located in Wilmington, NC. The Company opened its first café in March 1995, in Wilmington, NC. The Company began Roasting in October 1995 and Franchising in September 2003. Port City Java® has created a specific identity by creating an " all day approach " to sales, through its café environment. For additional information regarding Port City Java®, please email us.
