Baristas Coffee Company, Inc. (BCCI)

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Coffee is as saturated a product as anything can get. Very very very few people are going to seek out white coffee. People want what they already know and like, and what works for them. Trying to educate your potential customer base is very expensive and kills companies.

Management: The only way you're going to make money is by creating a decent store like Tim Horton's or Starbucks with a good clean brand, not the skank brand you tried. Drop that brand, and make a new brand. Make a single store, perfect it, then duplicate it.

Once again. The news fell flat and the earnings will too.

Rebrand before it's too late. Been saying this since day one.