February 2014
| Business World Magazine | 77
fee shops account for one-third of a $40
billion coffee industry in the U.S., where
400 million cups are consumed daily and
146 billion annually.
“We focus on being the best coffee
shop in any given market that we’re in.
That’s our priority. Whether it’s Starbucks
or 7-Eleven or McDonalds, we’re com-
peting with any place a person would stop
for a coffee on the way to work.” he says.
“We don’t have a massive national rollout
strategy or anything like that. We are sim-
ply executing here in our own backyard
and doing some business in a few other
places.
“If we do a good job with that then we
believe we’ll be able to expand more ag-
gressively.”
