Port City Java Corporate Unit Sales Increase for the First Quarter; New Marketing Endeavors

WILMINGTON, N.C.-- (BUSINESS WIRE) -- April 11, 2006 -- Port City Java Coffeehouse Cafés announces its " same unit " corporate sales for the first quarter, ending March 31st, increased 12.00% as compared with the same time period in 2005. Chief Operating Officer, Don Reynolds states " the company is very pleased with the corporate cafes performance and sales trend in 2006 and believes the Brand continues to show growth and acceptance. " During the first 90 days of this year, the Company has invested significant time and energy to enhance its operations, training, products, and marketing endeavors, and feels the corporate unit performances are a direct reflection of enhanced operations. Management has a full understanding of the correlation in unit operations and sales trends. Increases in quarterly same unit sales have been positive for eight consecutive quarters. The company feels same unit sales are a key indicator for unit performance, and indicate acceptance and market penetration for the Brand.

New Marketing Endeavors

The company announces it is currently testing new marketing techniques in select markets, to work in conjunction and enhance its Local Café Grass Roots Marketing. The new marketing tools will be implemented and the results will be analyzed to determine the effects on sales volume and overall unit performance. The company hopes to utilize this data to enhance the Brand's performance in other markets in the system.

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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.