In the Spirit of European Coffee Houses, a New Orleans Favorite Opens in Atlanta; PJ's Coffee Considered Challenger for Country's #2 Specialty Coffee Company.

ATLANTA -- PJ's Coffee, founded 26 years ago in New Orleans where it leads one of the country's most authentic food and beverage markets, announced today that it will soon introduce 11 PJ's Coffee & Wine Bar concepts to Metro Atlanta. The Atlanta introduction will begin in April, initially targeting Cobb, Cherokee and Fulton counties.

PJ's Coffee and Wine Bar is an expansion of the original PJ's Coffee concept and marries the natural relationship between coffee and wine to create a more authentic European coffee experience. The concept blends superior coffee and a brilliant wine list with a warm, intimate atmosphere and decadent desserts. Each of these components further distinguishes PJ's, making it an experience like none other in Atlanta.

According to the February issue of industry trade magazine QSR, "Last February...PJ's emerged as a market contender, armed with a glamorous new look, an innovative concept twist, and a no-holds barred vision 'to become the specialty coffee franchise of choice and the number one coffee concept behind Starbucks Coffee Company'...Within three months, the company sold more franchises than it had in the previous five years."

PJ's has signed five unique franchise agreements for Metro Atlanta. They include: John Marshall with three locations in Northeast Atlanta; Glenn and Elizabeth Jones with one in Northwest Atlanta; Chuck and Elaine Russell with three in Northwest Atlanta and Bill Everett with one in East Cobb. Michael and Lana Schneider and Chris Groom are slated to introduce two locations to Metro Atlanta, the first in East Cobb. PJ's only corporate-owned location will be housed at Atlantic Station, Intown Atlanta.

"This brand has been cultivated in one of America's greatest culturally rich towns where coffee is first nature, and we are happy to offer PJ's Coffee and Wine Bar to other communities," explains Chris Morocco, partner, Raving Brands, which owns PJ's Coffee. "Coffee and wine share a unique consumer appeal. Both invoke relaxation and conversation, and both speak to an audience who appreciates provocative beverages."

PJ's Coffee imports carefully selected coffee beans from Ethiopia, Brazil, Colombia and Kenya. When the beans arrive at PJ's private roasting house on North Peters Street in New Orleans, Felton Jones, PJ's longtime Roast Master, begins the now-signature, delicate roasting process. Developing a specific roast profile for each coffee, like popular Espresso Dolce, PJ's roasters keep the beans in small batches to best control quality and freshness. The result is the country's finest coffee that is rich, but bitterless, a lighter roast that is in direct contradiction with the "well-done" roasts of the Pacific Northwest.

PJ's builds its wine list in the spirit of its coffee bean selection, with much care and precision. The collection showcases reds, whites and bubblies from the world's most notable wine regions including those of California, Australia, Italy and New Zealand. Sophisticated palates will be pleased to find Francis Coppola Claret (the 2002 Diamond Claret that boasts enticing aromas of dark chocolate, anise and sweet spices); Bonny Doon Pacific Rim Riesling (a stylish wine with forward fruit flavors and a dry finish); and Roederer Estate Brut (an aromatic bouquet emitting brown sugar, toasted grains and honey laced malt), among others.

Further defining itself in the market, PJ's serves light fare including an assortment of cheeses, sandwiches and salads. Additionally, PJ's presents a selection of indulgent cakes and pies. The pastries are prepared fresh and in-house, something rare among traditional American specialty coffee companies.

In an attempt to raise the coffee experience, PJ's founder, Phyllis Jordan, purchased a roasting facility in New Orleans in 1980, only two years after founding PJ's Coffee. She recognized what few coffee brands in the U.S. appreciate: coffee is distinguished largely based on the bean selection and the roasting process. It is what creates a distinct palate that the millions who have traveled through the famous New Orleans French Quarter and Jackson Square have come to adore.

About PJ'S COFFEE

Founded in 1978 in one of America's leading coffee ports, New Orleans, PJ's Coffee sets the standard for selecting, roasting and brewing coffee. With 40 coffeehouses in the United States, PJ's Coffee is poised for growth under its new leadership, Raving Brands, which also owns other concepts - Moe's Southwest Grill, Mama Fu's Asian House, Planet Smoothie, Shane's Rib Shack and Doc Green's Gourmet Salads. Operating under PJ's Coffee and PJ's Coffee and Wine Bar, it expects to have 200 franchises signed by the end of 2005. Its coffee can be enjoyed in-store or at home by purchasing PJ's Coffee and coffee products in-store or at www.pjscoffee.com.