Brewing Success

REVIEW SUMMARY
Company. Joffrey's Coffee, Tampa
Industry. Beverage
Key. Joffrey's traded volume for profitability, and focused on their strengths to significantly grow their business.

Ted Abrams came to Joffrey's Coffee nine years ago because the company was losing money — he may have used the word “hemorrhaging.”

In 2001, the situation was dire for Florida's largest coffee roaster. Without a single concrete business plan, it had already burned through one loan, and had to sell an equity stake to keep the business going. At one point, it was invested in a bakery operation that lost the company more and more money as sales volumes increased.