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ATLANTA - PJ's Coffee Co. was founded 25 years ago in New
Orleans by Phyllis Jordan. In conjunction with the debut of
its new brand identity, store design and wine component, PJ's
Coffee announces its plans to go national with several stores
opening in the first quarter in Florida, including Orlando
area (Eustis and Lake Mary) as well as Largo, Florida near
Tampa. New Orleans will receive a PJ's Coffee new design on
Tulane campus in March.
The company cites several factors
as strong - a long-standing coffee team, a new parent with
a successful track record for launching and franchising concepts
and an updated brand identity, store design and wine bar option.
"We have a tremendous coffee product in PJ's Coffee, one we
believe can take the number one position behind the category
leader," explains Phil Coleman, president, PJ's Coffee. "And
it's a bold statement to say we have 'Simply the Best Coffee,'
therefore, we felt the brand needed to reflect that bold position
in its brand identity, store design and in-store experience.
So with the new image, you will see bolder colors, a more
contemporary design, without compromise to the comfortable
personality of the original PJ's."
Recently there has been great interest in the
brand nationally. Within the last three months, PJ's has sold
more franchises than in the previous five years.
"We are focused on being the
specialty coffee franchise of choice," explains Chris Morocco,
chief marketing officer. "Our coffee team, led by founder
Phyllis Jordan, has been together for more than 10 years."
PJ's
Coffee and Wine Bar plans to do what few traditional coffee
chains have been able to do. It will marry the natural relationship
between coffee and wine to extend into multiple day parts
during the week and weekend. Franchisees will have the option
of buying into a straight PJ's Coffee or PJ's Coffee and Wine
Bar, which the company believes has the potential to drive
as much as $300,000 additional annual revenue. Included in
the wine bar model will be retail sales, where appropriate.
PJ's Coffee and Wine Bar will also serve light fare including
an assortment of cheeses, sandwiches, paninis and baked goods
made on the premises, which is atypical of national specialty
retail coffee companies. In addition, PJ's will feature a
selection of indulgent desserts, all of which complement their
fine selections of coffee and wine.
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