Port City Java Co-Brands with Ben & Jerry's
WILMINGTON, N.C.-- (GOURMET E-NEWS) -- January 29, 2004 -- Port City Java and Ben & Jerry's Ice Cream will launch a co-branded store here in May.
Matt Gromet, based in Charlotte, N.C., who owns 10 Ben & Jerry's franchises, and a Port City Java franchise, will own the new co-branded format store. Wilmington, N.C.-based Port City Java announced the partnership Jan. 27.
The 1,750-square-foot store, located here, will utilize 1,450 square feet for the Ben & Jerry's scoop shop and 300 square feet for the Port City Java concept. The facility will create separate space for the two concepts by utilizing architectural designs, floor coverings, colors, materials, separate menu boards, and furniture and fixtures. If this store meets goals, other co-branded locations could be added, noted Don Reynolds, Port City Java chief executive officer, in a prepared statement.
Benefits include sharing real estate costs and leveraging management and overhead costs. A typical Ben & Jerry's would not be open in the morning, explained Reynolds. This partnership allows the store to be utilized for an additional half a day, he added.
" Co-branding has proved to be difficult to execute for a number of concepts, but we feel very confident in this venture, as the franchisee is solid, " said Reynolds. " Both brands are well defined, the store's layout and interior are staying true to both concepts, and staff will be trained by each franchisee. "
Port City Java operates 71 corporate-owned cafés and franchises. Ben & Jerry's, which has offices in South Burlington, Vt., and manufacturing facility in Waterbury, Vt., has more than 235 franchises in the United States, and locations in France, Israel, The Netherlands and the United Kingdom. Ben & Jerry's was acquired by consumer goods giant Unilever, with corporate offices in London, in April 2000.
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.
