Baristas Coffee Company, Inc. (BCCI)

[BobSinCA]

Unfortunately, company has a history of not meeting expectations created by PR.

For SW Florida, concern is that maybe the first two stores are not performing as well as they did when the huge marketing dollars were being spent upon opening in the fall. SW Florida is a bit of a proof point for potential coffee kiosk franchisees; although not technically a franchise, there is an apparently independent individual who has invested significant cash.

The company did announce a multi-state franchise agreement a few weeks ago, and announced an initial foray with that organization into the sports bar business. Good brand extension, IMO, though the location has suffered through two failures in the last couple of years. Will see how it goes -- will certainly improve revenue, time will tell what it does for profits. Hopefully the new format will make a difference.