Text: Stuart Anderson

JAVAOLOGY combines the coffee house and internet cafÉ to produce a store which has quickly become recognised as a unique, differentiated experience with superior products. Founders Stephen and Evelyn Holderman built the first JAVAOLOGY store in South Florida, USA in 2002, who recognised an opportunity to create a new international brand within the specialty coffee marketplace.

"This is an industry that has seen double digit growth for each of the past 15 years, showing no sign of slowing down in the near future," says Stephen Holderman. "This is also an industry segment that is served by only one international brand and many independent or regional companies to-date. We decided to start the development of JAVAOLOGY "The Brand", fully intending to pursue physical growth of stores through the franchise business model."

JAVAOLOGY ENTERPRISES LLC was formed in 2005 to expand the number of stores opened and increase potential owner income by sharing a formula for success - the JAVAOLOGY branded experience. "We began by first creating the brand name and defining the essence of what the brand should ultimately represent - the new standard for what gourmet means within the coffee industry through innovation, high traditional roasting standards and creation of a sophisticated fun comfortable consumer experience," says Evelyn Holderman.

"Stephen's 25 years within the marketing and brand building business combined with the 25 plus years of retail and coffee industry experience of the management team has enabled the company to plan and be prepared for hyper growth over the next decade. JAVAOLOGY has been designed to grow into an international brand because it is promotable, memorable and transferable in any culture. It will also grow successfully by adding owner/operators who recognise the tremendous potential in the coffee industry today and are able to fully develop their community, city, region, state or country with the JAVAOLOGY branded experience.

"All JAVAOLOGY stores share a branded product experience and store image, although we encourage each owner to allow their JAVAOLOGY location to also become defined by the community as the local coffee house of choice - connecting people, cultures and families with the inviting, upscale atmosphere and whimsical dÉcor. With each store's quality experience and a locally driven atmosphere or vibe, it is no wonder that they have become the preferred meeting, light dining and fun hangout for customers of all ages. Adds Stephen: "The retro, '50s-science themes are unique in the marketplace. In some ways, the science theme was created to keep the store experience fun and light hearted and yet in many other ways it is a part of who we are."

JAVAOLOGY offers a variety of gourmet products, utilising old, northern European roasting methods with the latest coffee brewing and espresso preparation machines and techniques.

"We attempt to offer our customers drinks from around the world rather than just the standard fare," says Evelyn. "We have designed the typical JAVAOLOGY store as the coffee house where people want to linger, talk, work and play - connecting with others from the community. JAVAOLOGY has truly combined the best that traditional coffee roasting has to offer with the latest technologies to deliver a consistent and superior product to our patrons.

"The coffee is of the highest quality and individually trained baristas, called 'JAVAOLOGISTs', ensure a uniform excellence throughout all store locations. In addition to our coffee beverages, each JAVAOLOGY store offers a full line of fruit and yogurt based smoothies, bottled drinks and a full array of traditional baked goods, desserts and light sandwiches. Our stores offer a balanced menu and multi-income streams for the store owner."

Adds Stephen: "JAVAOLOGY's Roast Master is a recognised leader and innovator within the Specialty Coffee Industry. He has been commended as producing "The finest Coffee in America" by the Fine Food & Beverage Federation. He purchases the finest Arabica beans directly from plantations around the world. Through his dedication, JAVAOLOGY is committed to fair-trade practices and highly selective partnerships with plantation owners who provide quality living and working conditions for their local workforce and their families.

"Once the coffee products reach the roasterie, we slow-roast the beans to perfection, air-cooling and hand-packing them immediately after the roasting process in order to ensure they are as fresh as possible. JAVAOLOGY and the roasterie staff will never sacrifice flavour for speedy roasting techniques at significantly higher temperatures that can burn the beans. We are committed to producing the best of bean products in the world!"

JAVAOLOGY is seeking entrepreneurial Area Development Franchisees with ambitions to become a leading force within the growing specialty coffee market. Stephen concludes: "We want to maximise our mutual profits by building the international brand - JAVAOLOGY."