Java City began in 1985 when three entrepreneurs opened a coffeehouse and roastery in an old brick building. Today Java City is a $50 million company with 12 owned cafes, 600 licensed locations worldwide, and over 1,700 wholesale accounts roasting over 4 million pounds of coffee per year. Java City prides itself on its hand-roasted small-batch process using only high quality Arabica beans.

1. Welcome to our City
Java City Overview

2. ... when a trio of young entrepreneurs
decided to open a coffeehouse and roast
their own beans. They found an old brick
building, bought a gleaming red roaster and
began roasting the finest Arabica coffees in
the world.
Today, Java City is a $50 million company
with 12 company owned retail locations, 600
licensed espresso bars across the world and
over 1,700 wholesale accounts. We roast
over 4 million pounds of coffee beans a
year, serving over 200 million cups of coffee
annually. Although we have come a long
way, we are still the same company at heart.
We roast the highest grade Arabica beans
by hand, slowly and with great care.
We call this our time-signature
roasting process, and we believe it
sets us apart from the rest.
JAVA CITY’S
STORY
BEGAN IN 1985 ...

3. It all starts with the coffee…
 ROASTINGPROCESS

4 Pillars of Excellence

100% Arabica

Time Signature
roasting process

Hand-roasted in
small batches

Air-cooled; not
water-quenched
JAVA CITY

4. JAVA CITY RETAIL CAFES
Java City Owns
and Operates 12
Retail Cafes
Brewed
Coffee
Espresso
Pastries
Desserts
Sandwiches
Soups
Salads

5. JAVA CITY RETAIL CAFES
Huntington Beach, CA Sacramento, CA

6. Java City Brew Coffee Selections
* Light – Medium – Dark Roasts
* Flavored coffee
* Decaffeinated
* Fair Trade coffee
* Rainforest Alliance coffee
Brewed Coffee

7. • Extensive line of hot and cold espresso-
based beverages
– Cappuccino
– Latté
– Mocha
– White Mocha
– Americano
Espresso

8. • Ice Blended beverages
– Javalanche™
– Mocha Javalanche™
– Caramel Javalanche™
• Espresso-based specialty beverages
– Caramel Macchiato
– Almond Roca® Latté
– Black and White on Ice
• Non-coffee based beverages
– Italian Sodas
– Chai Tea
– Fresh Juices & Smoothies
Specialty Beverages

9. Tea
Bewley's - Specialty Tea’s Since 1840
Hot : High end design and taste
Iced : Popular Tropical and Black tea
Chai : Ease of use, speed of service

10. • Gourmet Pastries
• Gourmet Sweets
• Gourmet Sandwiches
• Gourmet Salads
Coffeehouse Food

11. Merchandise
Merchandising Solutions
– Enhance café ambience
– Increase sales
• Impulse Sweets
• Merchandise
• Whole Beans
– Raise CHECK AVERAGE

12. Java City Packaging
• Urban and clean design speaks to
•Quality of coffee
•Fun factor 5: Bean City
•Allows differentiation between regular / flavored / decaf
Retail Packaging

13. People & Environment
• Rainforest Alliance
• Fair Trade
• Organic
• Shade Grown

14. People Who Care Consumer Brochure Eco-Grounds Consumer Brochure
People & Environment

15. Cause Related Coffees – Art for Kids’
Sake

16. Javaganda
Javaganda
Description:
•Monthly Operations manual
•Mailed directly to accounts
•Accounts pay for it ($25/month)
•Mandatory program (all or
nothing)
Objectives:
•Increase sales
•Standardize experience through
all channels for consumers
•Increase compliance with
programming
•Offer new and viable
programming
•Educate accounts to ensure they
are serving the best possible
product

17. Javaganda POS Support
Featured Javalanche
Banner & Stand
Featured Javalanche
Banner / Counter Card
Featured Espresso
Banner / Counter Card

18. Javaganda
Javaganda emails
Description:
•Twice monthly reminders
•First: Electronic
Ordering
•Second: Operations tips
Objectives:
•Increase sales
•Increase compliance with
programming
•Educate accounts to ensure
they are serving the best
possible product

19. Cool Products / Cool Looks

20. Cool Products / Cool Looks

21. Website Objectives:
•Offer a great experience that will lead to brand loyalty
•Communicate with consumers through a fun, urban and approachable voice
•Increase loyalty and initiate new communications
Website

22. Website
Bean’s Eye View
•Fun, educational, and interactive section of the site featuring
•The Wheel of Arabica (Coffee paired with food, music, & literature)
•The Wild, Wild World of Shawn Hamilton
•A review of the Processing, Roasting, and Brewing of fine coffee
•Beaneology (Glossary of JC terms)

23. Supermarket site

24. Custom Solution

25. Freestanding Store

26. Café Build Out

27. Kiosk Solution

28. Off The Shelf Solution

29. Coffee Profits
• Average margin on a cup of Java City House Blend coffee: 77%
• Average margin on a Java City Mocha: 72%
• Average margin on a Java City Iced, Flavored Latté: 83%
• Average margin on a Java City Javalanche: 75%
(based upon typical retail pricing)
“On average, operators charge 40%
more for premium coffee.”
Food Service
Director Magazine

30. “Java City’s really great at providing marketing support, including menu
development and product innovation. They’re not just there during the proposal
stage – they provide support and always look out for our best interests.
Our relationship with Java City is a true partnership. We now have four full-
service Java City cafes and the Java City brew program in all locations. All are
performing better than projected and our clients are extremely satisfied. Hands
down, Java City is a major player in the food service industry because of its
commitment to quality, consistency and marketing support.”
Gary Crompton, Director of Business Development, Metro-New York Business
Services, ARAMARK

31. Java City thrives at U-Illinois
Food Service Director
JULY 15, 2003 -- Dining services at the University of Illinois-Chicago
increased overall revenue by $13,000 per week when it opened a Java
City coffee shop in the student union building earlier this year. "The big
thing is the beverage menu," says Aramark spokeswoman Mary Winker.
"We've have had great success with our menu mix," "We have been able
to offer some upscale items we didn't have a need for elsewhere," says
Winker

32. Java City perks up St. Joe's
Food Service Director
APRIL 15, 2003 -- Coffee sales at 450-bed St. Joseph's Medical Center,
Burbank, CA, have increased 40% since the installation of a Java City
branded coffee kiosk. The concept replaced a former mobile coffee cart.
Aramark general manager Mozella Pope attributes the sales increases to
the wide variety of not only beverages but also grab-and-go foods now
available at the kiosk.

33. Java City Support
 Java City - Sacramento
 15 Field Training Personnel
Development
•Site visit, recommendation, presentation
 On-site Training
 Quality Assurance

34. • What beans should we use based on our
demographics? How many choices should we
offer?
Light to Medium Roast – Female Demographics
Flavored coffee – Female Demographics
Medium to Dark roast – Male demographic
Java City licensed locations offer 5 coffees daily.
Light – Medium - Dark
Decaf
Flavored

35. • How can you help or assist us on creating
a coffee culture?
Guests come to Java City as a coffee destination seeking
an experience. Our products, training, graphics and
guest service are geared towards creating an experience
and ambience. We are authentic. The guests need to
buy-in to what you are doing

36. • How should we train / re-certify our
employees on proper execution?
Java City’s training program will certify all trainees.
Our time tested one week program will assure that all
trainees are certified to replicate the coffee experience.
We will want to create a train the trainer program. Bring
chosen staff to Sacramento, CA for in-house training

37. • How will you support preventive
maintenance / maintenance and machine
calibrations on a regular basis?
• Regular PM’s on a pre set schedule
• Quality Assessment visits
• 24 hours access to service network

38. • What is the ideal time between roasting and
consumption? Which form of distribution?
(Distributor vs. store direct from roaster)
After 3 days and before 30 days.
Shelf life for our whole bean coffees in valve bags is 120 days
Shelf life for our ground coffees in valve bags is 90 days

39. • What are the daily / weekly / monthly
procedures our cafes need to execute on
brewing / grinding equipment?
Daily : Clean brew baskets, sprayheads, airpots/shuttles, brewer,
steam wands, portafilters, milk pitchers, thermometers, grinders.
Weekly: Shuttles, espresso machine, grouphead screens, portafilters,
espresso drain.
See published chart

40. • What are the biggest causes of inconsistency?
– Incorrect portions
– Dirty equipment
– Stale coffee, pre-ground and stored in filters
– Contamination of flavored and regular coffees
– Incorrect espresso grind
– Incorrectly steamed milk, too hot!
– Not following daily standards

41. • How long should we hold coffee? (Heat
vs. Thermal)
• Ideal is 30 minutes, within standard is 2 hours.
• Thermal is always better than heat. Heat continues to
‘cook’ coffee and cause evaporation.

42. • Should we grind in house vs. pre-ground / pre-
packed?
Whole Bean
+ -
Fresher coffee Consistency batch to batch
In store aroma Minimal waste
Authentic Coffee house Some Clean-up
Portion Pack
+ -
Consistent grinds Not as authentic
Consistent freshness Not as fresh in perception
No waste

43. •What are your quality control systems for roasting /
packaging plants?
•Coffee beans must meet agreed upon quality standards for Specialty Coffee
•Each bag of beans is charted and counted.
•Each roast cycle is recorded and tracked in log.
•Each roast batch is measured on Agtron to hit standard.
•Batches are ‘cupped’ for taste standards.
•Packaging
All coffees are logged from packaging machine.
Random samples are taking for oxygen content. (Oxygen headspace
analyzer – less than 2% oxygen)
•Water test
Value and seat integrity
•Tasting
Daily tasting of roast batches and inventory.

44. Java City Advantages…
With Java City…you keep your profits
•No license fee
•No percentage of sales royalty fee
•More flexibility with menu offering
•Lower cost alternative

45. Solutions $$$
Java City has multiple
solutions to meet all your
coffee needs
•Drinks
•Store systems
•Merchandise
•Complementary food
•Marketing

46. Great Coffee Inside