Diedrich Coffee, Inc.

Paper Summary:

This paper examines the specialty coffee market. The author evaluates the position and strategy of the company. The paper relates that the company comes under several business headings including roasted coffee, specialty food stores, coffee and tea manufacturing and full-service restaurants.

From the Paper:

"Diedrich Coffee Inc. is headquartered in Irvine, California and currently has annual sales of $54.60 million. The company produces and sells coffee and also operates a chain of coffee houses. The company comes under several business headings, including roasted coffee, specialty food stores, coffee and tea manufacturing, and full-service restaurants. Coffee shops are nothing new and come in a variety of sizes and types, though the trend recently has been more in keeping with the coffee bar than the full-service coffee shop. Espresso bars are becoming profit centers all over town, including in hotels, and these espresso bars have a language all their own noted in this article, with terms like skinny, short, tall, double, grande, latte, and cappuccino."

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