Port City Java Opens A Unit Across From Duke Hospital; Non-traditional Locations

(Friday, March 03, 2006) - Port City Java Coffeehouse Cafés announces the opening of a new Port City Java Café at 2424 Erwin Road in Durham, NC, inside Hock Plaza, a multi-floor office building. The café is directly across the street from Duke University Hospital. The company is excited about the opportunity, as Hock Plaza is primarily offices for Duke and Medical Employees. The company has been working with the developer for over 3 years prior and during the construction phase, as there was high anticipation the site would be desirable and the company wanted to secure the location. Port City Java feels its broader product offering, particularly the Panini Sandwich and Wrap program will perform well in the non-traditional setting, where the employees find leaving the premises for food and beverage somewhat difficult.

Non-Traditional Locations
This is the second Port City Java Coffeehouse Café to open in the past three weeks, in what the company defines as a non-traditional setting. The first of three Port City Java Cafés opened on the campus of North Carolina State University in February. Additionally, the company has a unit in a regional hospital in DuBois, PA. Management feels there is a unique opportunity in non-traditional settings, where the market is somewhat captive. Furthermore, it feels its broadened menu, which includes Panini Grill Sandwiches, Wraps, and Fresh Juice Bar is particularly attractive to the clientele. The company continues to pursue non-traditional settings, along with traditional settings for the Brands development.


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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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