Port City Java® Opens A New Cafe In Washington Dc

WASHINGTON DC (Thursday, May 11, 2006) - Port City Java® announces the opening of its newest cafe located at 701 North Carolina Ave., SE, Washington, DC. This is the first Port City Java® Cafe to open in DC market. The location is a densely populated address, and sits in the path of pedestrian traffic on the way to work. The company is very pleased with the location of the first unit, as the real estate market was extremely tight and required considerable diligence to obtain. Management feels the initial site in a new market is a crucial choice, as it will set the velocity for the Brand's development in the market. COO Don Reynolds indicates "the unit set an opening day record for the company in terms of sales volume".

MARKETING
Port City Java® continues to develop its marketing program and is currently utilizing strategic target marketing techniques with existing units. The concept is to market directly to consumers who travel by the unit on a daily basis. Determining where the majority of consumers reside and/or work, who come into daily contact with the cafe is crucial to this type of marketing. The program consists of a repetitive direct mailing program, along with temporary/special unit signage. The company will monitor the results and continue developing for system wide use.


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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.

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