DEAL BREWING TO `JAVA-SIZE' VALLEY.Byline: Enrique Rivero Daily News Staff Writer The San Fernando Valley San Fernando Valley Valley, southern California, U.S. Northwest of central Los Angeles, the valley is bounded by the San Gabriel, Santa Susana, and Santa Monica mountains and the Simi Hills. may soon have more coffee beans than Colombia. Diedrich Coffee Diedrich Coffee is a coffee company based in Irvine, CA. Its first coffee house in Orange County, CA was opened in 1983. It owns the American mall-based stores for Gloria Jean's Coffees. Inc., an Irvine-based specialty coffeehouse chain that now operates 35 stores, said Wednesday that it has entered into an exclusive agreement with Los Angeles-based California Coffee Co. to develop 80 franchises in Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. . And a good number of those will be in the already coffeehouse-rich San Fernando Valley. ``We definitely have plans to (open stores) in the San Fernando Valley,'' said Kaberi Basu, executive director of the California Coffee Co. The exact locations and number of stores to open in the Valley have yet to be determined, she said. According to Diedrich and California Coffee officials, however, the plan calls for the stores to be developed over the next five years. ``It would be slower in the beginning and ramp up Ramp Up To increase a company's operations in anticipation of increased demand. Notes: A company might 'ramp up' operations if they just signed a contract creating substantially more demand for their product. See also: Demand, Economies of Scale ,'' said Ann Wride, chief financial officer for Diedrich. Diedrich Coffee operates 35 coffeehouses. Most are in Orange County, with two in Los Angeles and a sprinkling in Colorado and Texas. The Los Angeles stores are part of a major expansion announced by Diedrich last summer under which franchises also will open in North Carolina North Carolina, state in the SE United States. It is bordered by the Atlantic Ocean (E), South Carolina and Georgia (S), Tennessee (W), and Virginia (N). Facts and Figures Area, 52,586 sq mi (136,198 sq km). Pop. , northern Florida and San Diego. Agreements call for 224 stores. But if various options are exercised, up to 372 would open in the four areas. The deal with California Coffee Co. calls for 80 stores in Los Angeles, with an option to open 103 in the San Francisco Bay Area “Bay Area” redirects here. For other uses, see Bay Area (disambiguation). The San Francisco Bay Area, colloquially known as the Bay Area or The Bay . But is the Los Angeles market already saturated? Not in the view of the Long Beach-based Specialty Coffee Association of America The Specialty Coffee Association of America (SCAA) is a trade organization for the specialty coffees industry. The SCAA seeks to set standards for growing, roasting, and brewing premium coffees. . ``From our point of view, everyone should be able to walk somewhere where they can get a properly brewed cup of coffee,'' said association spokesman Mike Ferguson. ``Until that happens, the market isn't saturated.'' The demand for coffeehouses is illustrated by the fact that there are now some 12,000 in the United States, up from 1,500 brewed coffee retailers - as opposed to whole bean retailers - in 1990. |
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