Baristas Coffee Company, Inc. (BCCI)

[BobSinCA]

Announcements are cheap -- or maybe not, with $1.7M of advertising paid for with significant dilution causing the current publicity.

Key is actual store openings -- and continued operation. Recall that an NJ store was announced, five stores in AZ were announced, and I think it was ten in TX; these states currently have a total operating store count of zero.

Having said that, the BMOC announcement has already produced a potential game changer -- extension of the Baristas brand into the sports bar market, a natural IMO.

Now trick is improved site selection, opening new stores on a cost-effective basis, and operating them profitably.