This privately held company has expanded to 6 espresso shops in its two metro market territories with a 7th to be opened in second half of 2008. Its exclusive territory rights provide for considerable growth potential as it operates in one of the highest growing MSAs in the country. The company also owns, operates, and has co-located a TCBY franchise within several key store locations, appealing to a wider consumer base of non-coffee drinkers.The company's unique positioning is reflected in its commitment to ensuring consistency in the guest experience at each of its cafes, as it is the ''gathering place of choice'' for many loyal consumers. This brand of coffee shops is differentiated from national brands by the range of products offered, as well as the local community support provided through its customized marketing programs. Its brand equity is reflected in its #1 position in the greater metro area, with an estimated 40% market share. Since founding in 1993, the espresso licensor has expanded from its original cafe to nearly 75 locations across the country.The owners have been strategic in their direction of the firm, identifying consumer and competitive trends and implementing initiatives to grow the business. New menu items meet guest demands for greater variety and choice, while in-store bakery ovens enhance the aroma with ''fresh from the oven'' baked goods. Positive health messages are clear drivers of consumption with questions posed to consumers in recent surveys about the ''health benefits of drinking coffee'' and ''is coffee good for my health'' both up significantly to 46% and 36% respectively.