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ATLANTA -- After more than 25 years of serving coffee in
the New Orleans market, PJ's Coffee & Tea Co. has brewed
up a revamped concept featuring a full-service wine bar
to ramp up its plan to franchise nationwide.
"Coffee lovers generally like wine," said franchisee
Robert Strand. "They're a perfect fit."
According to PJ's executives, two PJ's Coffee and Wine
Bar units already are open in Orlando, Fla. They also stated that the
company has commitments from 40 franchisees to open at least 56 more. The company said it estimates the average unit volume for the revamped concept at
around $750,000.
Strand signed a deal to open 10 of the revamped PJ's units in the
Orlando market.
The concept, according to executives, was redesigned to attract
upscale clientele in all dayparts.
Wines by the glass range in price from $6 to $11. Coffee drinks
start at $1, and blended frozen drinks are about $3.95.
The new PJ's prototype sports a contemporary design to integrate the
feel of a wine bar with that of a coffeehouse.
The prototype, which measures between 1,200 square feet
and 2,000 square feet, boasts bold colors and faux finishes.
The purple PJ's logo is featured throughout the restaurant
and accented with reds and oranges. "We wanted a stronger
look," said Phil Coleman, president of [PJ's Coffee].
The design also includes stone archways and intricate lighting
techniques, which help separate the wine bar from the coffee area. The wall
beside the wine bar is painted red in order to draw attention to it and
distinguish it from the coffee area. The small, copper-plated bar has
approximately six bar seats. Various sofas and banquettes throughout the
restaurant provide customers with a relaxing atmosphere to enjoy their
beverages. Subtle touches, like sofas and designed lighting, help give the
restaurant a sense of intimacy and privacy, Coleman said.
While colors and materials are essential ingredients for creating
the atmosphere in a restaurant, PJ's also focused on music
selection to enhance the mood. Officials determined an appropriate music
package to fit the concept, and franchisees are requested to explore their
local area before they decide what entertainment to provide.
The Wine Bars offer at least 35 varieties of wines that are
available by the glass or bottle. According to Coleman, in order to provide
a wide range of flavor profiles, the company targeted peak domestic wineries
that make less than 250,000 barrels of wine per year. Company officials
indicated that about 80 percent of the new store's wine sales are by the
glass. "The serious wine drinker gets a choice, but not so large that it's
overwhelming to franchisees," Coleman said.
In addition to beverages, the combo units also offer a selection of
sandwiches, salads and breakfast pastries.
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