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The store layout, menu listings and marketing activities will be focused on maximising the sales of higher margin espresso drinks.Along with the espresso drinks, brewed coffee and teas, as well as some refreshment beverages, will be sold in the coffee bar.The space in the coffee bar will be approximately distributed the following way – 1,260 square feet (i.e., 55% of the total) for the seating area, 600 square feet (26%) for the production area, and the remaining 440 square feet (19%) for the customer service area.
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For the gourmet clientele that prefers to prepare its coffee at home, Java Culture will also be selling coffee beans.The start-up loss of the company is assumed in the amount of R270 680.Java Culture is registered as a Limited Liability Corporation in the state of Oregon. His cousin, James Polk, as well as Megan Flanigan and Todd Barkley hold minority stakes in Java Culture, LLC.The menu offerings will be supplemented by free books and magazines that customers can read inside the coffee bar.The menu of the Java Culture coffee bar will be built around espresso-based coffee drinks such as lattes, mochas, cappuccinos, etc.The coffee bar’s open and clean interior design with modern wooden decor will convey the quality of the served beverages and snacks, and will be in-line with the establishment’s positioning as an eclectic place where people can relax and enjoy their cup of coffee.The clear window displays, through which passerby will be able to see customers enjoying their beverages, and outside electric signs will be aimed to grab the attention of the customer traffic.Such espresso shots are combined with steamed milk and/or other additives like cocoa, caramel, etc., to prepare the espresso-based beverages.Proper preparation techniques are of paramount importance for such drinks.Java Culture will offer its customers the best tasting coffee beverages in the area.This will be achieved by using high-quality ingredients and strictly following preparation guidelines.