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Issue link: http://freshcup.epubxp.com/i/105573
CAFÉ CROSSROADS continued from page 24 Q: You started The Java House while in college at the University of Iowa. What was that experience like? A: I wrote the business plan in a college class, thinking it would be cool to open a coffeehouse in downtown, which is kind of located within the university. I had an opportunity to actually start the business in a local bookstore, and I had the college to help me out—I acquired some grants. I opened two locations in the first year, then another one in 1998 … and then I acquired the University of Iowa Hospitals and Clinics contract. We did the majority of our growth at the beginning, before national chains had made any presence in Iowa. Q: What has enabled you to remain a vibrant part of the local food and retail fabric? A: I firmly believe that you have to do one thing well when you develop a business. A company needs to look at one business aspect—whether it's price, a service, a product or an experience—and be remarkable at it. If you're Wal-Mart, you do the price. If you're Nordstrom, you do the service. Disney does the experience. We've always focused on the product itself. We've always been known for having a really great product, really focusing on the philosophy of "you pay for what you get." We don't cut corners on quality. Q: Your coffeehouse spaces tend to be large but with an eclectic mix of furniture and other style elements. What vibe are you going for? A: We maintain a brand. All of our signage is consistent and printed with logo and brand. The music is at the same level every day. The bathrooms are new and clean. We pay attention to all the details, but we still have that coffeehouse feel. If you can go into a café and be sitting next to a person with purple hair and a gay couple and a mother with a stroller and all those people feel comfortable and fit in, then you're doing a great job. Everyone in there feels like it's their place, and I guess that's what makes it so cool. 26 Fresh Cup Magazine freshcup.com