WEL COME T O SER TINOS COFFEE

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1 Your kind of coffee. W E L C O M E T O S E R T I N O S C O F F E E

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3 Welcome to Sertinos Coffee Your kind of coffee. With over 20 years experience in the quick-service restaurant business, All American Specialty Restaurants is excited to introduce Sertinos Coffee, a new experience in specialty coffee and tea. The relationship between a coffee consumer and their coffee house. It extends beyond habit and routine. For the contemporary coffee house does more than serve food and beverage. It brews community. Today s specialty coffee house is a social encounter that defies all other dining experiences. It is a welcoming environment that fosters warmth, human interaction and shared experience. It s your kind of coffee experience. Is it any wonder many consider the local coffee house to be the new town square? For many Americans where they drink coffee says more about them than what they order. Sure we all have our differences in taste. But one thing is for certain everybody is searching for that special coffee experience and not just coffee drinkers. There is no time like the present to consider the possibilities of tapping into this growing business opportunity in your market. As a potential Sertinos franchise owner we know you are seeking out new business opportunities to capitalize on the explosive growth of the specialty coffee market. A Sertinos franchise comes with great potential. You will be indulging your customers with more than fine coffees and tea. You re brewing a community as rich and inviting as the neighborhood itself. It s your kind of coffee. In essence, when someone walks into your Sertinos coffee house you are in fact welcoming them to the special neighborhood experience. There is no time like the present to consider the possibilities of tapping into this growing business opportunity in your market.

4 The Sertinos Coffee Advantage We seek to make lasting partnerships. We don t see you as a prospect number. You are a person with personal and business objectives. We join with you every step of the way in reaching your goals. We assist and support you in store operations, give you invaluable training to remove the stress of management and provide you with professional brand advertising. We are big enough to give you the utmost level of support and small enough to offer a personal touch you won t find anywhere else. Our many years of experience and market research will go to work for you. We will provide you with a proven concept, the value of our streamlined operating system, low startup capital requirements and national discounts on equipment and fixtures. Our experience adds ease while giving you the support you need. Who is Sertinos Coffee? We are a part of an established hospitality business of quick service restaurants All American Specialty Restaurants - that started out offering healthy frozen yogurt treats. We ve evolved to include ice cream, sandwiches, specialty coffees and more never forgetting our roots, while staying on top of trends. We value integrity, professionalism, enthusiasm and spirit. Your high level of motivation, willingness to dedicate yourself and ability to deal effectively with people are ideal for our team environment. We are all about hospitality, quality and variety. We have made significant investments in the development of our broad menus and the high quality of our products. We take pride in our ability to serve and please our patrons. Our many years of experience give us the knowledge needed to be able to provide the best quality offerings. We want to impart that knowledge on to you. Real Estate - The Sertinos Coffee Difference As the old adage goes: Location. Location. Location. It s the biggest consideration. We want your Sertinos coffee house in the forefront of people s minds when they re going to the mall, to school, to work, or are on their way home. There are many factors that need to be considered. We are here to assist in determining which area in your market has the highest traffic flow and customer potential. We have developed a site selection process that can assist you in making location decisions.

5 We look for locations which have staying power locations on major thoroughfares or in regional or specialty shopping centers which are surrounded by solid anchor tenants so that high foot traffic is a given. We always seek out the most advantageous, business friendly location. Of course, it will be you who ultimately decides where you set up shop. We value integrity, professionalism, enthusiasm and spirit. Your high level of motivation, willingness to dedicate yourself and ability to deal effectively with people are ideal for our team environment.

6 Sertinos Coffee Our Custom Coffees To complement our casual, inviting setting, we maintain the highest standards of quality of our coffee products be they brewed or espresso coffees. Our trained roasters uphold the quality of our products by focusing on the flavor of each bean by hand-roasting small batches of select coffee beans. For those non-coffee drinkers, our extensive menu caters to all customers tastes from tea drinks to hot chocolates to iced beverages like frappes and Italian sodas. Our adherence to the highest quality standards of coffee products and customer service techniques, along with our long term coffee roast master relationships, promotes a Sertinos coffee house experience that will allow for repeat customer visits and the franchised business opportunity you ve been looking for Your kind of coffee. Sertinos Coffee designed to be inviting while promoting sales Unlike other coffee houses where the mood is dark and formal, Sertinos coffee houses are designed to reflect the feel of the total coffee house experience, complete with comfortable couches, appealing side chairs, warm woods, inviting pastels and interesting wall decor. We have strategically designed our interiors to be as comfortable and inviting as possible to enhance our intimate Sertinos experience a look and feel designed to make your customers feel comfortable, while facilitating service and maximizing sales. Sertinos Coffee Store Design & Construction From an inviting store design to construction bids to the day you open the doors of your Sertinos coffee house, we work closely with you throughout the process. Once you sign a lease for your space, we will guide you through the design and construction phase. We will provide you with professional prototype floor plans based on the configuration of the space, a complete equipment list and comprehensive specifications for your Sertinos store design and décor. Our job is to keep the process as simple and streamline for you as possible. If necessary, we can put you in touch with our architect to design and draw up a set of construction blueprints for your store.

7 S E R T I N O S C O F F E E T R A I N I N G P R O G R A M W hether or not you are experienced in the restaurant or retail fields, we take the time and care to get you acquainted with the tools and knowledge needed to thrive. In our initial and ongoing training programs you will learn what it takes to be in the hospitality business and what Sertinos is all about. We want to help make you an expert in the field. Our comprehensive training programs consist of two main parts: an up to five-day classroom-style program and an up to 10-day session of in-store training. For the classroom training, you get to come out to our corporate offices. Here, you will focus on learning management and operational skills. We will give you a review of all the information in the Sertinos Operations Manual. You can later use this manual as a reference guide for your daily store operations, as a problem-solving tool and as an aid for training staff. This training is not only crucial; it is exciting. You ll learn the Ins-and-Outs of: Coffee House Store Operations Human Resource Management Customer Service Advertising Accounting and Budget Procedures Security Hiring and Training Beverage Recipes Marketing Purchasing and Inventory Control Equipment Usage and Maintenance Retail sales of whole bean and home brewing accessories Then it s on to training your staff. Your employees are critical in maintaining high customer satisfaction. Once you have been trained in the Sertinos operating system, it will be easier to influence and guide others with your knowledge and enthusiasm. In-store training prior to your store opening, will not only help your opening day go smoothly, but will also serve as a means of increasing your store's long-term performance. We will spend much of our time teaching you how to make our various menu items-getting you to where it seems you've been doing it for 20 years. Our experienced operations staff will assist you with the owner's orientation and training, the setting up of inventory, the inspection and installation of equipment, the implementing of grand opening promotions and other necessary tasks. This is in addition to your training. Training doesn't stop there. With the constant creation of new products and the evolution of the business, we feel it's important to continue the training process. In-store visitations, operations manual updates and other information will keep you on the cutting edge of improvement and innovation. As we find better ways to serve our customers, we will keep you in the loop with our ongoing contact and training practices. It's all about quality of experience-having the right expertise. We'll get you there.

8 Sertinos Coffee Marketing & Promotions Sertinos corporate programs include advertising and promotional campaign development as well as public relations. Merchandising concepts, store improvement strategies, graphic designs for menus, point-of-purchase materials and communications regarding new product development are all part of this corporate package. Are you ready to get in on the Sertinos Coffee excitement? Why wait another minute? With a comprehensive specialized training program and proven operational systems, Sertinos Coffee is ready to help you bring a new kind of coffee experience to your community. As a leader in quick service restaurant business, All American has done all the groundwork and perfected the recipe for your success. For additional information or a Sertinos Coffee franchise applications, please call (800) , or visit

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