Java Detour 'Creates A Stir' In Las Vegas

LAS VEGAS | Thursday, September 07, 2006

Responding to an overwhelming demand for gourmet coffee and tea beverages delivered with speed and convenience, and building on the success of its two existing Las Vegas locations, Java Detour Coffee Company announced it will open two new corporate stores in the next two months and continue to add 10 to 15 additional stores throughout Las Vegas with aggressive franchise expansion over the next two years. Java Detour sells the world's finest gourmet coffees and teas, fruit smoothies, and freshly baked pastries from retail stores that emphasize fast service without sacrificing quality. Two corporate owned locations with drive through service have opened successfully in the Las Vegas market recently, one at Charleston Blvd. and I-15 and another at 2840 E. Tropicana Avenue just east of Eastern Avenue.

Established in 1995 and expanded mostly through corporate-owned stores until recently, Java Detour is attracting unprecedented interest around Las Vegas since unveiling its franchise expansion strategy. With a total of 18 stores in four states, including 14 company-owned units and four franchise locations, Java Detour has set its sights on opening 1,000 new units throughout the country by 2011.

"We are excited to grow the Las Vegas market," said Mike Binninger, co-founder and CEO of Java Detour. "After establishing strong customer loyalty and brand recognition in Las Vegas through the success of our existing corporate-owned locations, we are now concentrating our efforts on attracting local area developers to open multiple Java Detour locations in Las Vegas and throughout the country. Our objective is to find successful business-minded franchise partners in Las Vegas with multi-unit restaurant capability and experience." The company has announced it will open its newest corporate-owned Java Detour location on September 14, 2006 at the corner of Pecos and Patrick. The 1,300 square-foot store debuts the company's first end-cap prototype � featuring a contemporary inside customer lounge and also a quick service drive through window. Individuals looking for a quick java fix can still get delicious drinks without leaving their vehicles, but so can those looking for a vibrant modern caf�/ultra lounge experience with free Wi-Fi service. A fourth corporate-owned location at Warm Springs and Arroyo Grande is also scheduled to open in mid-October 2006. "People love coffee, but they don't always have time to wait for their drinks," said Binninger. "We have built our company on fast service without sacrificing quality, especially for our cold blended beverages. Our new Java Detour stores offer the same fast service, delicious drinks, and superior customer service for which our company is known; but if people want to come inside and relax they will find a welcoming contemporary experience that is different than anything currently offered in our industry." The revenues of the caf� segment of the specialty coffee market, which includes caf�s, kiosks, carts and coffee bean roasters and retailers, grew from $8.96 billion in 2003 to $11.05 billion last year, according to the Specialty Coffee Association of America. But the explosion of new coffee houses have forced business owners to find ways stand apart from the competition in order to share in the profits.

"Service is critical in our business," Binninger added. "Recent reports have shown that some of our competitors are experiencing a decline in sales due to slow service in preparing and delivering frozen blended beverages. We differentiate ourselves by being able to deliver these drinks faster than anyone in the country. Our fast service and delicious frozen blended drinks are what have always made us stand out from our competitors. In a market as hot, literally, as Las Vegas, that becomes even more important and that's why we have invested so much into growing our brand here. The hotter the better for us; we can make delicious frozen drinks faster than anyone in the country.." Java Detour offers four different store footprints for franchisees to choose from including a 600 square-foot double drive-through store, a stand-alone 1,300 square-foot single drive-through with inside seating, a 1,300 square-foot end-cap single drive-through with inside seating, and kiosks used for shopping malls, airports, casinos, hotel lobbies, and more. Franchise ownership of a Java Detour provides consistent year-round sales. In addition to their delicious fresh coffee that they roast, Java Detour offers both hot and iced blended espresso drinks, fresh fruit smoothies, shakes, a full line of whole leaf teas, a full-service kids menu, and freshly roasted bulk coffee. Typical store hours are from 5 a.m. to 10 p.m. seven days a week. Java Detour franchisees are also provided with site selection and leasing negotiation assistance, comprehensive drink preparation systems, specialized initial and ongoing training procedures, sales and marketing support, and more � all at a fraction of what it would cost to open and operate a traditional fast-food or quick casual establishment.

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