Brand Book

Coffee is our passion.

Market Opportunity
High Demand-- Customers
want, and will pay a premium
for, high-quality specialty
coffee.
Brand Loyalty -- Coffee
lovers show fierce customer
brand loyalty.
Coffee Culture-- Even by
college, many consumers
have already developed
fairly sophisticated tastes in
coffee.
Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Market Opportunity

Market Opportunity

Who is Caff Calabria

Caff CaLabria Coffee Roasting Company
What started as a simple
quest for a good cup of coffee
has become the foundation
on which Caff Calabria
stands today.
After tasting coffee all over
the country, Calabria's
founder Arne Holt, seized his
calling to bring quality coffee
to San Diego, California.
Arne Holt Founder

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Who is Caff Calabria

Over fifteen years, endless hours of work, dozens of
trips to Italy, and millions of batches of coffee later
Caff Calabria is a world-class coffee roaster with
skilled baristas that showcase the Third Wave caf
artisan experience.
Our coffee is distributed to over 150 SoCal
independent coffee shops.
We also distribute roasted coffee to Tescos U.S. 180+
store operations, Fresh and Easy Neighborhood
Markets.
Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Who is Caff Calabria

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Criteria

Third Wave Coffee Caf

Concept
South Korea has seen rapid growth in coffee establishments.
The high-end coffee market has grown by more than 30
percent with annual sales exceeding over $300 million. Brands
such as Starbucks and Coffee Bean & Tea Leaf along with a
number of domestic Korean companies dominate the market.
Highly successful these brands represent a Second Wave of
the coffee industry.
Significantly, in America, a new Third Wave has emerged.
This Third Wave offers a unique, but limited range of hand
crafted coffee drinks. Moreover, it caters to up market
customers seeking superior taste and authentic coffee shop
ambience.
Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Third Wave Coffee Caf

Concept
Unlike traditional chain cafs, Caff Calabria is on the
forefront of Third Wave Coffee, which aspires to the
highest form of culinary appreciation of coffee, so that one
may appreciate subtleties of flavor, bean varietals, and
growing region similar to other complex culinary products
such as wine, tea, and chocolate.
We feel the Third Wave coffee caf concept will appeal to
Koreans and consumers across Asia-Pacific.
Caff Calabria is positioned to bring Third Wave to the
world.
Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Development Plan
To spearhead the international launch, Caff Calabria
Coffee Roasting Company has partnered with Bridging
Culture Worldwide (BCW), a global consulting firm.
BCW CEO Don Southerton notes that Caff Calabria is
currently looking for developers to share Third Wave
Coffee across South Korea, Asia-Pacific, and the
Middle East.

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Development Plan
Our concept is unique!
We roast coffee fresh daily. At
flagship locations, this roasting
is done in front of the
consumer.
Each store is designed to be
reflective of the community in
which it is located.
We are focused on single-origin
coffees and an authentic Italian
caf experience.
Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Development Plan
Caff Calabria Coffee Roasting Company provides full
support throughout the entire business process from
design to caf operations training, ongoing
consultation, new product development and more.

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Development Plan
If a developer meets our criteria, which includes the
financial resources to fund a multi-unit Third Wave
Coffee development plan, we'd love to talk further
about the Caff Calabria coffee caf concept.
Specific requirements may vary from country to
country.
Caff Calabria Coffee Roasting Company does not
grant licensing rights or explore joint venture
agreements without meeting potential developers in
person.
Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Store Options
Store Type Comparisons

Kiosk/Mall

Lifestyle/Neighborhood

Location

In-line or Kiosk

In-line or End-cap

Square footage

200-500 SF

800-1,200 SF

Frontage Width

15 minimum; 20 ideal

20 minimum; 25 ideal

Average Investment

$175k

$360k

Shared seating and

restrooms

Outdoor seating

Access to utilities

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Corporate Support
Before Store Opens
Marketing
Development
Grand opening marketing support
Market Planning
Site selection and architectural design
development
Preferred vendor negotiated prices

Public Relations new store outreach

Production

Operations/Training

Management operation training

Management operation training
Associate operation training

Associate operations training

Back office training

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Corporate Support
After Store Opens
Operation/Training
Market visits

Production

Performances Analysis

Continuous Training

Continuous Training
Marketing
Continuous Training Marketing Support
Public Relations Support
Web Based Product management
Web Accessed DVR System

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support

Contact Information
Don Southerton
President and CEO
Bridging Culture Worldwide
1-310-866-3777
dsoutherton@bridgingculture.com
skype: ds19192

Market Opportunity

Who is Caff Calabria

Third Wave Coffee

Development Plan

Options / Support