FIRE ROASTED COFFEE COMPANY

DUE: MONDAY APRIL 28, 2014

Group 3

Group Members:
Anas Hasan
Dennison Cutler
Han Tran
John Kjemtrup
Lisania Pereira Rodriguez
Rachelle Thristle
Samual Shields
Stephanie Levschuk

TABLE OF CONTENTS
PART 1
GROUP MEMBER BREAK DOWN

PART 2
GROUP ASSIGNMENT
PRODUCT INDEX

2-7
7-25

PART 3
ANAS HASAN
DENNISON CUTLER
HAN TRAN
JOHN KJEMTRUP
LISANIA PEREIRA RODRIGUEZ
RACHELLE THRISTLE
SAMUAL SHIELDS
STEPHANIE LEVSCHUK

25
25 - 26
26
27 - 29
30 - 32
32 - 33
34
35

PART 1
Assignment Breakdown
Anas Hasan Question 5
Dennison Cutler Question 3
Han Tran Question 3
John Kjemtrup Question 1,4,5
Lisania Pereira Rodriguez Question 1
Rachelle Thristle Question 5
Samual Shields Question 2, 5
Stephanie Levschuk Question 2, 5

PART 2
Group Assignment
FIRE ROASTED COFFEE REPORT
1. PROVIDE OVERVIEW OF GENERAL BUSINESS INFORMATION:
About the Company

The Fire Roasted Coffee Company is a London coffee roaster and Caf
Company, that refers to itself as a company that deals with quality products and
having a strong focus on social responsibility. It has the largest selection of
beans in Canada, with three locations in London. The first location in London is
located on the second floor of the Confederation Building at the Western Fair,
which is the home of the Western Fair Farmers and Artisans Market. The second
location is considered the flagship location and it is located at the corner of King
and Talbot streets in downtown London across the street from the Budweiser
Gardens and the Covent Garden Market. This location is also the home of
Habitual Chocolate, a sister company. In 2013 Fire Roasted Coffee took over the
Wortley Village location of The Little Red Roaster. The Village has been referred
to as one of Canadas Greatest Neighborhood. They also have a Special
Events trailer that is used through the spring and summer for some of the fairs
and events that take place in and around London. Fire Roasted Coffee is also
available at a large number of fine cafes, institutions and retailers in
Southwestern Ontario, as well as offering online sales. All of their locations are
open Monday to Saturday.

Mission and Vision Statement:

Researching into the Fire Roasted Coffees web and internet pages we couldnt
find what they called their mission and vision statement in a formal format, but
something is very clear through their social pages; they are really focused on aim
as a mandate to ensure everyone benefits from the coffee experience, from the
grower to roaster to consumer obtaining a product highly enjoyable for its quality
and socially responsible.

About the Owner

David Cook started out as a merchandiser for a major grocery retailer. His
background is in culinary where he held an executive position with the retailer.
He experimented with roasting his own coffee beans at home using simple
household means, eventually graduating up to a three-pound roaster.
David started roasting for his neighborhood at garage sales and eventually
gained some small local accounts. Customers loved the coffee and the attention
to detail from somebody with a culinary background. Eventually, the home
roasting business was rivaling his 9-5 job in pay. David took the plunge and quit
his job to grow the Fire Roasted Coffee Company.
Beans

Fire Roasted Coffee is known as one of Canadas finest specialty roasters

of coffee. They are also known for the fact that they use 95% Fair Trade and
certified Organic beans. When given the option they will always try to use these
types of beans rather than beans that cant be certified. They offer a large
selection of beans and because they roast them on site it allows customers to
order their own flavour or roast of coffee, suited to their individual taste or
signature. Also their larger long-term accounts have their own custom blends.
David Cook has put special attention in every step linked to the roasting and
finally the elaboration of the final result whether it is coffee or chocolate. Of
course if you want to get a good coffee or chocolate, you need to know about of
the beans. Their quality, where they come from and special characteristics that
defines them.
In 2010 after travelling the world visiting the many farms that the company
sources its beans from, and also seeing the cacao bean, Dave Cook decided to
open a small chocolate company producing hand crafted chocolates. It seemed a
good fit with the coffee business, as the beans needed for both businesses come
from the same locations.
All of their fine products are roasted and packed proudly in Ontario. Much
like the hummingbird moves from flower to flower. They travel to different parts of
the world to gather superlative coffee varietals. All of their coffee is small batch
roasted to ensure maximum flavor and freshness.
These are some of the coffee and chocolate beans we can find in the
business:
FROM CENTRO AMERICA
Guatemala "Cafe Justicia" FTO
Mexico Chiapas FTO

Nicaragua FTO
Honduras FTO

Costa Rica FT
FROM AFRICA
Ethiopia Yirgacheffe FTO
Ethiopia Limu FTO
Kenya FT
FROM SOUTH AMERICA
Peru FTO
Bolivia FTO
FROM ISLAND
Jamaican Blue Mountain
Galapagos San Cristobal Organic
Dominican Republic Bani FTO
Hawaii Kawaii

Haitian Bleu FT

Ethiopia Harrar FTO

Ethiopia Sidamo FTO

Columbian FTO
Brazil Santos FT
JBM 'Estate'
Haitian Bleu FT
Hawaii Kona Extra Fancy

Focus on Roasting

Many people purchase coffee in a grocery store but some buy it from bigscale roasters. A big retailer like Starbucks knows coffee well and has a
smoothly run operation for its mass. But theres a premium to coffee that comes
with more careful roasting.
A big-scale operation will automate because it means less human
attention and of course, that saves money. But if you put an actual roaster on it,
that person can roast to perfection with an appreciation for changes in
consistency both in climate and the bean itself from one batch to another.
Theres a science to roasting and its inconsistent enough from day to day and
bean-to-bean, that hand-roasted attention comes through in the cup. You lose
this consistency when you profile a regions bean but then automate its roasting
instead of paying close attention to it.
Equipment

As a dealer for BUNN, they are able to offer the best in brewing and
grinding equipment at competitive prices. They have experience with many
varieties and styles of brewing machines from pour overs to large format satellite
brewing stations. The air pot brewing system uses double walled stainless steel
thermal technology instead of the traditional direct heat system. This system has
a sleek presentation and keeps coffee hot and fresh for hours.
Care for Customer Education

As soon as you walk in, theres a heavy focus on coffee education.

Employees who roast coffee for FRCC are also the same people interacting with
customers and working in this very transparent environment. FRCC pulls the
curtain back so you can see everything from the 30 burlap sacks of green,
unroasted coffee from most every growing region in the world, the big died rich

roasting machine that roasts 20 pounds of coffee at a time, and the weighing and
packaging station.
Loyalty Program

Fire Roasted Coffee Company has a loyalty program with its customers to
ensure they visit the store again and stay devoted to their company. For every 10
cups of coffee that is purchased you will receive you 11th free. This is kept track
on a card that you are given when you make your first purchase.
Espresso Program

Working with some of the best and most experienced espresso machine
dealers in Canada they have a complete espresso program that can be
customized to the exact needs of the client. Starting with a wide selection of
house blends to customized recipes and follow up training and seminars they can
create a program that is second to none.

2. WHAT DO THEY SELL AND WHAT TARGET MARKETS ARE SERVED:

Products Sold

The Fire Roasted Coffee Company sells specialty and luxury coffees with
largest selection of coffee beans in Canada. FRCC uses beans that are imported
from 50 countries across the world. Their product lines include, green beans,
beer and teas. They also carry luxury chocolate, that contains no additives or
preservative, which is purchased from the Ivory Coast.
All coffee cups, coffee bags and labeling that the FRCC uses is all
biodegradable and eco friendly.
*Refer to the product index for a list of all products that are sold and their
features.
Target Markets

The Fire Roasted Coffee Company aims to target high-income earners.

These individuals enjoy the finer things in life and dont mind spending 7 or more
dollars for a luxury cup of beverage.

2. HOW ARE THEY CURRENTLY MARKETING AND PROMOTING

THEMSELVES:
Fire Roasted Coffee Company introduces itself by telling its own story, in
which they state that they are artists, not assembly line operators and they

deal in quality, with a focus on social responsibility. In other words, their

competitive strategy is product differentiation, which is committed to bring the
best artisanal coffee to their customer.
FRCC reaches out to local media, such as The London Free Press and
Eat Drink Magazine, to advertise their company. As the Internet becomes very
popular, FRCC uses it as one of the most effective way to market and promote
itself. Simply typing Fire Roasted Coffee on Google, you can locate reviews,
their websites and social media cites such as Facebook and Twitter. On their
main Facebook page they advertise sales going on in their store location. Often
times theyll post their progress or the expansion of their business online. For
example they recently announced a new direct trade relationship with a co-op of
farms in Rwanda.
FRCCs website allows customers to access plenty of information about
the company. It also has the Online Store, including international shipping, which
allows customers throughout the world to order their coffee.

3. MEDIA ON THE BUSINESS AND WHAT MAKES THEM UNIQUE:

Fire Roasted Coffee and Habitual Chocolate are almost synonymous
when they appear in the media, as it is very hard in many ways to separate them.
The opening of the new location at King and Talbot was covered by both Eat
Drink Magazine and The London Free Press. Ability first carried an interview
with David Cook about his hiring people with disabilities. In the interview, he
stated that his only criteria is that a person needs to be able to do the tasks
involved in the job, at the time of the interview a couple of people he hired work
as a Barista and a maintenance person at the market. In April 2012, Habitual
Chocolate was mentioned in a Globe and Mail article discussing chocolate
preparations for Easter that year. The London Free Press has also carried
articles about the opening of both of the newer locations.
Habitual Chocolate has attained very good press and notoriety for the fact
that they have made some special chocolate bars and left them backstage for
many of the acts that have appeared in the past at the John Labatt Center, now
called Budweiser Gardens. The largest press about this occurred in July 2013
when they left different bars backstage for each of the members of the band
KISS and Dave Cook the owner and Gene Simmons, the leader of KISS had a
Twitter Exchange about the possibility of manufacture and distribution of the
product. Although there hasnt been much of note on this lately, it was highly
covered at the time.
When researching both businesses online, they have been mentioned in a
number of blogs and websites. Tourism London mentions them as both a caf
and an attraction to see while in London. They have been ranked on a couple of

review websites. Numerous websites such as healthy eating and living as well
as websites devoted to organics mention both companies and speak quite highly
of them. A few of the cafes they supply, feature Fire Roasted Coffee prominently
in their online advertising. Both companies try to ensure that they are always a
part of many initiatives happening in the London area, such as partnering with
Lifeworks earlier this year in giving away cups of coffee to 50 random customers
as part of a pay it forward campaign. Because of their use of simple high
quality ingredients they were asked to take part in the first Tasting Fair held in
London earlier this year. Habitual Chocolate has taken part in past Food and
Wine Fairs in London because of the natural fit of fine chocolate with good wine.
4. NEW MARKETING AND PROMOTION PLANS FOR THE COMPANY:
In order to have a successful business you need to be willing to make
changes along the way, maximize your targets and create new ideas that will
only help your company. Below are new marketing and promotion ideas and for
the Fire Roasted Coffee Company that will hopefully increase its sales, attract
new customers and allow them to grow their business.
Fire Roasted Coffee Company does not offer basic breakfast items like
bagels, breakfast sandwiches and a variety of breakfast muffins at their
downtown location. Adding these items to their menu at their downtown location
would hopefully increase sales in their current market, as well as expand their
market for those who may not appreciate high quality coffees and hot beverages.
Addition to their menu would be simple and costless, as it would only require the
cost of the goods, as well as rewriting the menu on display.
Fire Roasted Coffee Company, sells is locally made beer to its customers.
Almost subsiding with their current promotion, the owner could draw in local
wineries and add their products to his menu to increase the market, as well as
his sales. The idea brewing that those who indulge in high quality chocolates in
their downtown location, may also be interested in a glass of wine to wash down
the cocoa. Then, to lure the market to downtown, Fire Roasted Coffee as well as
its sister business, Habitual Chocolate, could promote the products within the
wineries by producing samples. Posting advertisements throughout the wineries
of their choice, could increase business for the coffee and chocolate business.
One main missing item for the business and their service is Wi-Fi. It is
apparent that the cost of Wi-Fi is costly for businesses ($5,000), however, many
customer enjoy being able to sit down with their coffee, relax and potentially surf
the net. It would be an extreme benefit to the business to provide Internet access
to its customers. More customers would likely remain in the caf, and may even
buy additional products like the fresh baked goods and chocolate, due to the idea
that they can sit and use the Internet for a period of time. Also by creating a
warmer environment in the stores will allow customers to relax and spend a
longer time at each location. A way to minimize the cost for the owner could be

as simple as including a small fee with the customers purchase if they wish to
use the Wi-Fi, allowing them access to the code and password.
Fire Roasted Coffee Company could also try to partner with Jills Table
cooking classes she provides or possibly try to partner with Dachas Cooking.
These companies seem to be targeting the same market segment, and they
could all benefit from sharing opportunities to showcase themselves. There are
also a number of wineries that are just starting to become recognized now that
the London area is becoming more popular. This opens up the possibility for wine
sommeliers to sample quality chocolate that would go well with the wines. So
Habitual Chocolates may want to look into the possibility of providing samples of
their different chocolates for wine-tastings that these wineries may have.
If the Fire Roasted Coffee Company, implemented a uniform for its
employees to wear it demonstrates professionalism, company culture and
insures all employees are well dressed and representing the company with
integrity. The uniform could consist of a black polo t-shirt with the company name
and logo on it that they would need to purchase from the owner when they are
hired for a cost of $5.00.
Having the opportunity for local artists to display their work in the store will
allow them the chance for their work to be seen and noticed throughout the local
community. It will also allow for the stores to be decorated with artwork on the
walls because many of them are empty. This allows for a warmer feeling in the
store for customers.
Lastly it would be in the companys greatest interest to update their
website. There is information on it that is no longer true, that needs to be taken
off.
These are some ideas that would potentially help the Fire Roasted Coffee
Company grow and succeed more in the future.

Product Index
CATEGORY PRODUCT
Coffee

100%
Esmeralda
Banqueted
Geisha

ABOUT
Grown by the world
famous Hacienda La
Esmeralda on the slopes
of Mount Baru in
Western
Panama. Normally sold
only via auction at prices
starting at 100$ plus per
pound. Thanks to our
visit to the farm 2 years
ago we have a very

FEATURES
- Panamanian
- Limited
availability
- A very special
coffee

PRICE
$60.00

Espresso

86
Espresso

Espresso

86
Espresso
(Green
Beans)

Tea

Assam
TGFOP
Fair Trade
& Organic

Coffee

Australian
Skybury

special coffee to offer

you.
This Espresso is dark,
powerful, and hearty just like the engine from
which it takes its
namesake. It's
comprised of beans from
Guatemala, Brazil, and
El Salvador, and it's
blended post-roast, to
give us the utmost
degree of precision and
control. Engine 86 has
all the kick of our
Sumatra, but with
refinement worthy of a
connoisseur.
This Espresso is dark,
powerful, and hearty just like the engine from
which it takes its
namesake. It's
comprised of beans from
Guatemala, Brazil, and
El Salvador, and it's
blended post-roast, to
give us the utmost
degree of precision and
control. Engine 86 has
all the kick of our
Sumatra, but with
refinement worthy of a
connoisseur.
This black tea from Rani
Estate, India has great
flavor. It's medium body
and rich aroma will
quickly make it your
favorite! TGFOP stands
for Tippy Golden Flowery
Orange Pekoe, and
some of the most
precious teas in the
world are graded as
such.
Produced from Bourbon
and Katuai varietals this
medium dark roast coffee
is from the largest

- Espresso

$15.00

- Espresso

$10.00

- Indian
- Black tea
- Loose leaf
- Fair trade
certified
- Organic
- Tippy golden
flowery orange
pekoe

$8.50

- Australian
- Bourbon
varietal
- Katuai varietal

$40.00

plantation in
Australia. By using a
unique wet processing
method these beans
produce a smooth
chocolaty cup of coffee.
Espresso

Blackfriars
FT
Espresso

Espresso

Blackfriars
FT
Espresso
(Green
Beans)

Coffee

Bolivia FTO

Coffee

Bolivia FTO
(Green
Beans)

Named for the London

landmark. This medium
roast, new-world style
espresso offers a smooth
bourbon background with
a rich black fruit finish.
Excellent as both an
espresso based coffee
as well a bold drip coffee.
Named for the London
landmark. This medium
roast, new-world style
espresso offers a smooth
bourbon background with
a rich black fruit finish.
Excellent as both an
espresso based coffee
as well a bold drip coffee.
Grown in the state of La
Paz this heavyweight
packs a spicy punch and
pungent rich aroma. This
coffee is grown
organically on indigenous
farms where fair trade
initiatives such as
availability _of schooling
and democratic
leadership involving all
farm hands. These
beans are old cultivars
such as bourbon and
typica.
Grown in the state of La
Paz this heavyweight
packs a spicy punch and
pungent rich aroma. This
coffee is grown
organically on indigenous
farms where fair trade
initiatives such as
availability _of schooling
and democratic

- Medium dark
roast
- Unique wet
processing
method
- Limited
availability
- Fair trade
certified
- Espresso

$15.00

- Fair trade
certified
- Espresso

$10.00

- Bolivian
- Fair trade
certified
- Organic

$15.00

- Bolivian
- Fair trade
certified
- Organic

$8.00

Coffee

Brazil
Santos FT

Coffee

Brazil
Santos FT
(Green
Beans)

Espresso

Caf Roma
Espresso

Espresso

Caf Roma
Espresso
(Green
Beans)

Coffee

Cerro Las
Ranas
Peaberry

leadership involving all

farm hands. These
beans are old cultivars
such as bourbon and
typica.
Brazil is the world's
largest coffee producer
and is becoming a
significant player in the
specialty coffee industry.
This coffee has a strong
personality with an
accentuated body and a
persistent, very rich
aftertaste with a fine
wood and nutty flavor.
Brazil is the world's
largest coffee producer
and is becoming a
significant player in the
specialty coffee industry.
This coffee has a strong
personality with an
accentuated body and a
persistent, very rich
aftertaste with a fine
wood and nutty flavor.
Borrowed from a famous
Cafe in Rome, this recipe
features a blend of
several Latin American
coffees, with a few
Robusta beans blended
in for a thick, rich
cream. This coffee has a
round, fruity palate with
pleasing acidity.
Borrowed from a famous
Cafe in Rome, this recipe
features a blend of
several Latin American
coffees, with a few
Robusta beans blended
in for a thick, rich cream.
This coffee has a round,
fruity palate with pleasing
acidity.
Salvadorian coffee is
clean, fragrant and
balanced with a medium

- Brazilian
- Dark roast
- Light body
- Fair trade
certified

$15.00

- Brazilian
- Dark roast
- Light body
- Fair trade
certified

$8.00/lb.

- Espresso
- Fruity

$15.00/lb

- Espresso
- Fruity

$8.00/lb

- Salvadorian
- Peaberry
- Limited

$20.00/lb.

Tea

Coffee

Coffee

Coffee

Coffee

body and slight acidity.

This Peaberry shows
these classic
characteristics with an
intensity that surprised
us. A beautiful example
of perfectly grown and
picked coffee.
Chamomile Lovely yellow liquor with
Organic
a hearty floral fragrance!
The word Chamomile
comes from the Greek
for 'ground apple', so
named for its pleasant
aroma. A sweet and
soothing drink, good for
what ails ya.
Columbian
This coffee is grown at
FTO
high altitudes in
Colombia's mountains.
_In 1985, to counter their
reliance on the coco crop
and the drug trade, a
group of small farmers in
Colombia's Cauca region
got together to set up this
cooperative.
Columbian
This coffee is grown at
FTO (Green high altitudes in
Beans)
Colombia's mountains.
_In 1985, to counter their
reliance on the coco crop
and the drug trade, a
group of small farmers in
Colombia's Cauca region
got together to set up this
cooperative.
Costa Rica This is a very aromatic
FT
coffee with good acidity.
On the palate it is full
bodied with hints of wild
berries and finishes with
smoky-chocolate and
spice. It always displays
the black fruits and rich
round characteristics of
this beautiful country.
Costa Rica This is a very aromatic
FT (Green
coffee with good acidity.
Beans)
On the palate it is full

availability

- Greek
- Loose leaf
- Organic
- Chamomile
- Soothing

$8.50/50g

- Columbian
- Fair trade
certified
- Organic

$15.00/lb.

- Columbian
- Fair trade
certified
- Organic

$9.00/lb.

- Costa Rican
- Fair trade
certified

$15.00/lb.

- Costa Rican
- Fair trade
certified

$8.00/lb.

Coffee

Cuban
Serrano
Superior

Coffee

Dominican
Republic
Bani FTO

Coffee

Dominican
Republic
Bani FTO
(Green
Beans)

Tea

Earl Gray
FTO

Coffee

East
Timorese
FTO

bodied with hints of wild

berries and finishes with
smoky-chocolate and
spice. It always displays
the black fruits and rich
round characteristics of
this beautiful country.
This fine Arabica grown
in the eastern area of the
island has a smooth light
body. A mild nutmeg
hinted spiciness finishes
the cup with a long
lasting pleasant
aftertaste.
This soft and mellow
coffee has a long history
going back to the early
years of coffee in North
America. Traditionally
called Santo Domingo
this has tendencies of
gentle vanilla and velvet
body. An awesome
breakfast coffee.
This soft and mellow
coffee has a long history
going back to the early
years of coffee in North
America. Traditionally
called Santo Domingo
this has tendencies of
gentle vanilla and velvet
body. An awesome
breakfast coffee.
This classic tea blend
owes its flavor to
bergamot, a fragrant
citrus fruit native to
southeast Asia.
This smooth delicate
coffee displays notes of
brazil nut and brown
rice. A very smooth
finish and low acidity are
characteristic of all
Indonesian coffees and
this new Arabica shares
these properties.

- Cuban
- Limited
availability

$20.00/lb.

- Dominican
- Fair trade
certified
- Organic

$15.00/lb.

- Dominican
- Fair trade
certified
- Organic

$8.00/lb.

- Black tea
- Loose leaf
- Fair trade
certified
- Organic
-Classic
- East Timorese
- Fair trade
certified
- Organic
- Smooth finish
- Low acidity

$8.50/50g

$15.00/lb.

Coffee

Ethiopia
Harrar FTO

Coffee

Ethiopia
Harrar FTO
(Green
Beans)

Coffee

Ethiopia
Limu FTO

Coffee

Ethiopia
Limu FTO
(Green
Beans)

Coffee

Ethiopia
Sidamo

This beautiful coffee

comes from the
southwestern rainforest
of the country at over
5000 feet. This coffee is
forest-grown, and small
farmer produced. A
bright coffee with a deep,
spicy flavor. It has
medium/heavy body,
sweet aroma and
chocolate finish.
This beautiful coffee
comes from the
southwestern rainforest
of the country at over
5000 feet. This coffee is
forest-grown, and small
farmer produced. A
bright coffee with a deep,
spicy flavor. It has
medium/heavy body,
sweet aroma and
chocolate finish.
You will find Limu coffee
to have sweet, spicy
flavors with a balanced
body. The flavors are
often described as
delicate. These organic
coffee plants are handweeded and organically
fed using composts. To
many, Ethiopian coffees
represent the epitome of
coffee tasting.
You will find Limu coffee
to have sweet, spicy
flavors with a balanced
body. The flavors are
often described as
delicate. These organic
coffee plants are handweeded and organically
fed using composts. To
many, Ethiopian coffees
represent the epitome of
coffee tasting.
A lightly roasted beauty
from the birthplace of

- Ethiopian
- Fair trade
certified
- Organic

$15.00/lb.

- Ethiopian
- Fair trade
certified
- Organic

$12.00/lb.

- Ethiopian
- Fair trade
certified
- Organic

$15.00/lb.

- Ethiopian
- Fair trade
certified
- Organic

$12.00/lb.

- Ethiopian
- Fair trade

$15.00/lb.

FTO

Coffee

Coffee

Coffee

Espresso

Espresso

coffee. An incredibly
fruity delight. Grown at a
high altitude. If you like
this one try one of our
other 4 amazing
Ethiopian coffees
Ethiopia
A lightly roasted beauty
Sidamo
from the birthplace of
FTO (Green coffee. An incredibly
Beans)
fruity delight. Grown at a
high altitude. If you like
this one try one of our
other 4 amazing
Ethiopian coffees
Ethiopia
This bean grows in high
Yirgacheffe elevations under a soft
FTO
canopy of native shade
trees. Yirgacheffe's
fragrant and flowery
citrus note sets it apart
from any other bean you
will encounter.
Ethiopia
This bean grows in high
Yirgacheffe elevations under a soft
FTO
canopy of native shade
(Green
trees. Yirgacheffe's
Beans)
fragrant and flowery
citrus note sets it apart
from any other bean you
will encounter.
Expression This blend of beans from
Espresso
5 regions around the
world shares the vision of
FRC. A delicate blend of
personalities displaying
traits of dark cocoa,
cinnamon aroma and a
dark creamy cream. This
espresso combines the
most dynamic coffees in
the world and gives them
new dimensions.
Expression This blend of beans from
Espresso
5 regions around the
(Green
world shares the vision of
Beans)
FRC. A delicate blend of
personalities displaying
traits of dark cocoa,
cinnamon aroma and a
dark creamy cream. This

certified
- Organic

- Ethiopian
- Fair trade
certified
- Organic

$12.00/lb.

- Ethiopian
- Fair trade
certified
- Organic

$15.00/lb.

- Ethiopian
- Fair trade
certified
- Organic

$12.00/lb.

- Espresso

$15.00/lb.

- Espresso
- Complex and
fruity

$10.00/lb.

Coffee

Fire
Roasted
Coffee FT
Espresso

Coffee

Fire
Roasted
Coffee FT
Espresso
(Green
Beans)

Coffee

Fireside FT
Blend

Coffee

Fireside FT
Blend

Coffee

Galapagos
San
Cristobal
Organic

Coffee

Gourmet
Peaberry
Blend

espresso combines the

most dynamic coffees in
the world and gives them
new dimensions.
This espresso offers a
smooth elegant cup with
bright acidity, lots of
richness and layers of
flavor. Fair Trade aims to
help producers in
developing countries
obtain better trading
conditions and promote
sustainability.
This espresso offers a
smooth elegant cup with
bright acidity, lots of
richness and layers of
flavor. Fair Trade aims to
help producers in
developing countries
obtain better trading
conditions and promote
sustainability.
This blend of Brazilian
Santos and Cafe Justicia
Guatemalan beans has a
smooth semi-dark
character. A slight acidity
and dark cocoa and rich
fruit finish of the cup.
This blend of Brazilian
Santos and Cafe Justicia
Guatemalan beans has a
smooth semi-dark
character. A slight acidity
and dark cocoa and rich
fruit finish of the cup.
Only 3000 bags of this
coffee are produced
yearly. A smooth body
with notes of wheat and
a bright a vibrant
acidity. A must to try for
coffee aficionados.
This is a special blend of
two types of Peaberry:
Kenyan and
Tanzanian. Peaberry
beans are hand selected

- Fair trade
certified
- Espresso

$15.00/lb.

- Fair trade
certified
- Espresso
- Sweet & rich
flavor

$8.00/lb.

- Fair trade
certified
- Smooth, hint of
fruit and cocoa

$15.00/lb.

- Fair trade
certified
- Smooth, hint of
fruit and cocoa

$8.00/lb.

- Galapagos
- Limited
availability
- Organic

$40.00/lb.

- Kenyan/
Tanzanian
- Peaberry
- Limited
availability

$20.00/lb.

Coffee

Coffee

Tea

Coffee

and have a rare

occurrence rate in
nature. This blend has
an incredibly rich body
with a mouthful of exotic
flavors.
Grand Bend This one goes out to
Bikers
those of you who ride
Blend
hard. This blend boasts a
heavy-duty 30% caffeine
lift. Roasted dark and
oily, just like the engine
that drives the distance.
This is made of beans
from India, Colombia,
and Asia. Deep and dark
with serious kick, not for
the faint of heart.
Grand Bend This one goes out to
Bikers
those of you who ride
Blend
hard. This blend boasts a
(Green
heavy-duty 30% caffeine
Beans)
lift. Roasted dark and
oily, just like the engine
that drives the distance.
This is made of beans
from India, Colombia,
and Asia. Deep and dark
with serious kick, not for
the faint of heart.
Green
Green Elephant is a
Elephant
lively green tea with a
Green Tea
pleasant mouth fell and
FTO
some bite. Putharjhora
lies in the plains beneath
the fabled hills of
Darjeeling. Literally
meaning, "stone
streams", the gardens
are not only home to the
tea workers, but also to
the wild elephants that
come from as far away
as the Bhutan hills.
Guatemala Cafe Justicia's mission is
Cade
simple: Promoting the
Justicia
development of their
FTO
farms, elevating their
standard of living, and
increasing their

- Heavy duty
- Dark
- Oily

$15.00/lb.

- Heavy duty
- Dark
- Oily

$10.00/lb.

- Green tea
- Loose leaf
- Fair trade
certified
- Organic

$8.50/50g

- Medium dark
roast
- Fair trade
certified
- Organic

$15.00/lb.

Coffee

Coffee

Coffee

Coffee

participation in all things

social, economic, cultural
and political. We at FRC
think that's pretty
cool...so we went and
saw their farms, and
bought their coffee.
Guatemala Cafe Justicia's mission is
Cade
simple: Promoting the
Justicia
development of their
FTO (Green farms, elevating their
Beans)
standard of living, and
increasing their
participation in all things
social, economic, cultural
and political. We at FRC
think that's pretty
cool...so we went and
saw their farms, and
bought their coffee.
Haitian Bleu A full round body with
FT
complex floral, vanilla
and cocoa. _Good for
bold or espresso lovers
with multiple layers of
intricate flavors. Haitian
Bleu was developed in
the 1990's as a specialty
coffee derived from the
famous Jamaican Blue
coffee.
Hawaii
Greenwell Farms lies on
Kona Extra the slopes of Mt. Hualalai
Fancy
above the Kona coast
on the big island of
Hawaii. Ideal volcanic
soil, consistent
fertilization and pruning
produce a gourmet
delight grown and
roasted for your
discriminating palate.
Hawaii
Arianna Farm lies on the
Peaberry
slopes of Mt. Hualalai
above the Kona coast
on the big island of
Hawaii. This coffee won
first place at the Gevalia
Cupping Competition and
these Peaberry are an

- Medium dark
roast
- Fair trade
certified
- Organic

$12.00/lb.

- Haitian
- Limited
availability
- Fair trade
certified

$20.00/lb.

- Hawaiin
- Limited
availability

$40.00

- Hawaiin
- Rare

$50.00

Coffee

Coffee

Coffee

Coffee

even rarer and more

balanced version of this
beautiful bean.
Honduras
This Honduran coffee is
FTO
a shade grown, high
elevation beauty. _This
wet process coffee
characterizes the climate
in which it is grown. It
has a wet and earthy
aroma and hints of
tobacco and floral notes
in the cup.
Honduras
This Honduran coffee is
FTO (Green a shade grown, high
Beans)
elevation beauty. _This
wet process coffee
characterizes the climate
in which it is grown. It
has a wet and earthy
aroma and hints of
tobacco and floral notes
in the cup.
India
The monsooning process
Monsoon
is labor-intensive: coffee
Malabar
is spread on the floor of
the special monsooning
warehouse, raked and
turned around by hand to
enable the seeds to soak
in moisture of the humid
winds. The monsooning
process takes
approximately 12 to 16
months to complete,
wherein the beans swell
to twice their original
size.
India
The monsooning process
Monsoon
is labor-intensive: coffee
Maiabar
is spread on the floor of
(Green
the special monsooning
Beans)
warehouse, raked and
turned around by hand to
enable the seeds to soak
in moisture of the humid
winds. The monsooning
process takes
approximately 12 to 16
months to complete,

- Honduran
- Fair trade
certified
- Organic

$15.00

- Honduran
- Fair trade
certified
- Organic

$8.00

- Indian
- Unique
process
- Limited
availability

$20.00

- Indian
- Unique
process
- Limited
availability

$9.50

Coffee

Jamaica
Blue
Mountain

Coffee

Jamaica
Blue
Mountain
(Green
Bean)

Coffee

Jamaica
Mavia Bank
Estate

Coffee

Jamaica
Mavia Bank
Estate
(Green
Bean)

Coffee

Kenya Dark

wherein the beans swell

to twice their original
size.
Blue Mountain coffee has
a very clean taste, with a
noticeable
sweetness. The flavor is
bold, smooth and
rich. Because of the
rather restricted
geographical range
where it is grown, Blue
Mountain is often hard to
find
Blue Mountain coffee has
a very clean taste, with a
noticeable
sweetness. The flavor is
bold, smooth and
rich. Because of the
rather restricted
geographical range
where it is grown, Blue
Mountain is often hard to
find
Mavis Bank Estate coffee
is flavored by the
ultimate combination of
altitude, mineral-rich soil,
gentle cloud cover,
shade and ample
sunlight. The flavor is
smooth and rich. Due to
the restricted
geographical range
Mavis Bank Estate is
often hard to find.
Mavis Bank Estate coffee
is flavored by the
ultimate combination of
altitude, mineral-rich soil,
gentle cloud cover,
shade and ample
sunlight. The flavor is
smooth and rich. Due to
the restricted
geographical range
Mavis Bank Estate is
often hard to find.
Unique Characteristics: It

- Jamaican
- Limited
availability

$30.00

- Jamaican
- Limited
availability

$25.00

- Jamaican
- Hard to find
- Limited
availability

$50.00

- Jamaican
- Hard to find
- Limited
availability

$28.00

- Kenyan

$17.00

FT

Coffee

Coffee

Coffee

Coffee

Coffee

Coffee

is rich, full spicy cup.

Mouth filling richness and
wine like acidity. Sharp
and distinctive as it
should be, a favorite of
the crowd here at FRC
Kenya FT
Unique Characteristics: It
is rich, full spicy cup.
Mouth filling richness and
wine like acidity. Sharp
and distinctive as it
should be, a favorite of
the crowd here at FRC
Kenya FT
Unique Characteristics: It
(Green
is rich, full spicy cup.
Bean)
Mouth filling richness and
wine like acidity. Sharp
and distinctive as it
should be, a favorite of
the crowd here at FRC
Mexico
From Chiapas, on the
Chiapas
Pacific coast of Mexico,
FTO
this coffee is balanced
and full flavored. It has a
chocolaty smooth finish.
Mexican organic coffee is
cultivated with natural
gardening techniques
like composting, and
terracing.
Mexico
From Chiapas, on the
Chiapas
Pacific coast of Mexico,
FTO (Green this coffee is balanced
Beans)
and full flavored. It has a
chocolaty smooth finish.
Mexican organic coffee is
cultivated with natural
gardening techniques
like composting, and
terracing.
Mexico
This organically grown
Swiss
coffee is the perfect
Water FTO example of what quality
Decaf
Mexican coffees are
about. It has lots of rich
flavor and offers a slight
sweetness and
refreshing taste.
Mexico
This organically grown
Swiss
coffee is the perfect

- Limited
availability
- Fair trade
certified

- Kenyan
- Limited
availability
- Fair trade
certified

$17.00

- Kenyan
- Limited
availability
- Fair trade
certified

$16.00

- Mexican
- Fair trade
certified
- Organic

$15.00

- Mexican
- Fair trade
certified
- Organic

$8.00

- Mexican
- Decaffeinated
- Fair trade
certified
- Organic

$15.00

- Mexican
- Decaffeinated

$8.00

Water FTO
Decaf
(Green
Bean)

Coffee

Coffee

Tea

Coffee

example of what quality

Mexican coffees are
about. It has lots of rich
flavor and offers a slight
sweetness and
refreshing taste.
Nicaragua
This coffee is grown in
FTO
shade tree plots and
develops into ripe dense
aromatic beans. Midtoned, pungent aroma
with fresh cedar, cherry,
and chocolate-caramel
notes. Delicate, round
and sweet, with floral and
high-toned fruit notes -think floral-scented
caramels.
Nicaragua
This coffee is grown in
FTO (Green shade tree plots and
Beans)
develops into ripe dense
aromatic beans. Midtoned, pungent aroma
with fresh cedar, cherry,
and chocolate-caramel
notes. Delicate, round
and sweet, with floral and
high-toned fruit notes -think floral-scented
caramels.
OM Chai
This blend of black tea,
FTO
cardamom and cloves
produce a simple, lightly
spiced, yet delicious
afternoon tea. The
simplicity of this chai
captures the essences of
Om, the primordial sound
of existence, thought to
contain the past, present
and future within it.
Organic
This coffee is processed
Flores
in the mountains of
Bajawa
Flores using hand crank
depulpers. The coffee
has a body similar to
other Indonesian beans
however there is a more
pronounced smoky
carob/chocolate

- Fair trade
certified
- Organic

- Nicaraguan
- Fair trade
certified
- Organic

$15.00

- Nicaraguan
- Fair trade
certified
- Organic

$8.00

-Black tea
- Loose leaf
- Fair trade
certified
- Organic

$8.50

- Flores Bajawa
(Indonesian)
- Organic

$15.00

Coffee

Papua New
Guinea
Kimel
Arabica

Tea

Peppermint
Organic

Coffee

Peru FTO

Coffee

Peru FTO
(Green
Bean)

Coffee

Peru Swiss
Water FTO
Decaf

Coffee

Peru Swiss
Water FTO

character.
This beautiful Papua
New Guinea Arabica
from the Kimel
Cooperative displays
bright sweet cherry
characteristics at the
beginning of the cup and
finishes with hints of
almond and cinnamon.
Aromatic with a sweet,
refreshing flavour. A
relaxing drink, enjoy it
hot or iced as a great
after-dinner drink to help
digestion and soothe
upset tummies
This shade grown coffee
matures at a slower rate
which allows the natural
sugar present in the
beans to develop more
fully and, as a result,
more intense and rich
flavours are produced.
_Smooth, medium coffee
distinguished by a
pleasing sweetness.
This shade grown coffee
matures at a slower rate
which allows the natural
sugar present in the
beans to develop more
fully and, as a result,
more intense and rich
flavours are produced.
_Smooth, medium coffee
distinguished by a
pleasing sweetness.
A gorgeous coffee that's
naturally decaffeinated
without using _any
chemicals. Fair Trade
Coffees offer a living
wage to the coffee
farmers and their
families.
A gorgeous coffee that's
naturally decaffeinated

- Papua New
Guinea
- Limited
availability

$20.00

- Loose leaf
- Organic
- Peppermint
- Aids digestion
- Soothes upset
stomachs

$8.50

- Fair trade
certified
- Organic

$15.00

- Fair trade
certified
- Organic

$12.00

- Peruvian
- Decaffeinated
- Fair trade
certified
- Organic

$15.00

- Peruvian
- Decaffeinated

$12.00

Decaf
(Green
Bean)

Tea

Rooibos
FTO

Coffee

Rwanda
Fair Trade

Coffee

St. Drogos
Blend

Coffee

Sumatra
Gayo
Mountain
FTO

without using _any

chemicals. Fair Trade
Coffees offer a living
wage to the coffee
farmers and their
families.
A rich red cup with
naturally sweet and
slightly nutty flavour.
Pronounced 'roy-boss',
this South African shrub
has been prized for its
soothing and restorative
properties for centuries
by tribes in its growing
region.
A high-medium roast with
a bright pleasing acidity.
Becoming again the main
export of Rwanda this
coffee is grown in the
Maraba region in a
perfect natural growing
environment. A new
staple here at FRC.
St. Drogo is the patron
saint of coffee and
coffeehouses among
other things such as
insanity, deafness,
muteness and those
others find repulsive. In
line with this thinking we
have created a special
blend for those of you
"insane for the dark
roast". Bold strength, a
healthy deep roast and
soaring dark sweetness
make this one of our
trademark blends!
Sumatra is the fullest
bodied Arabica in the
world. Thick rich and
pungent it is a must for
the dark coffee lover.
Taste characteristics are
herbal and rich cacao.
Excellent for an after
dinner coffee as it is

- Fair trade
certified
- Organic

- South African
- Loose leaf
- Fair trade
certified
- Organic, rich
- Soothing
- Restorative

$8.50

- Rwandan
- High- medium
roast
- Right acidity
- Fair trade
certified

$15.00

- Dark Roast

$15.00

- Full bodied
- Bold
- Dark roast
- Fair trade
certified
- Organic

$15.00

Coffee

Sumatra
Gayo
Mountain
FTO (Green
Bean)

Coffee

Sumatra
Swiss
Water FTO
Decaf

Coffee

Sumatra
Swiss
Water FTO
Decaf
(Green
Bean)

Coffee

Tanzania
Peaberry

Coffee

Tanzania
Peaberry
(Green
Bean)

naturally low in acid.

Sumatra is the fullest
bodied Arabica in the
world. Thick rich and
pungent it is a must for
the dark coffee lover.
Taste characteristics are
herbal and rich cacao.
Excellent for an after
dinner coffee as it is
naturally low in acid.
Natural milling slowly
dries and hardens the
ripe cherries, giving this
coffee an earthy flavor
and an earthy herbal
aroma. Due to Sumatra
Mandheling's syrupy
body it is very much in
demand.
Natural milling slowly
dries and hardens the
ripe cherries, giving this
coffee an earthy flavor
and an earthy herbal
aroma. Due to Sumatra
Mandheling's syrupy
body it is very much in
demand.
Tanzania's premium
beans, grown on the
slopes of Mt. Kilimanjaro
near the Kenyan border,
produce an unusually
rich coffee with a lighter,
winy acidity and medium
body. The Peaberry is a
smaller, rounded bean,
which only occurs in 5%
of all coffee cherries.
Tanzania's premium
beans, grown on the
slopes of Mt. Kilimanjaro
near the Kenyan border,
produce an unusually
rich coffee with a lighter,
winy acidity and medium
body. The Peaberry is a
smaller, rounded bean,
which only occurs in 5%

- Full bodied
- Bold
- Dark roast
- Fair trade
certified
- Organic

$12.00

- Sumatran
-Decaffeinated
- Dark roast
- Fair trade
certified
- Organic

$15.00

- Sumatran
-Decaffeinated
- Dark roast
- Fair trade
certified
- Organic

$12.00

- Tanzanian
- Peaberry
- Limited
availability

$15.00

- Tanzanian
- Peaberry
- Limited
availability

$12.00

Coffee

Yemen
Matari
Mocha

Coffee

Yemen
Matari
Mocha
(Green
Bean)

of all coffee cherries.

Genuine Mocha coffees
from Yemen, situated on
the southern tip of the
Arabian peninsula, and is
among the world's truly
unique coffees. With
flavors of ripe wild fruit
and chocolate, rich and
lusciously winey in body.
Genuine Mocha coffees
from Yemen, situated on
the southern tip of the
Arabian peninsula, and is
among the world's truly
unique coffees. With
flavors of ripe wild fruit
and chocolate, rich and
lusciously winey in body.

- Yemen
- Limited
availability

$20.00

- Yemen
- Limited
availability

$12.00

PART 3
Individual Work
Anas Hasan Question 5
There is an important thing that fire roasted cafe should make is the
uniform. Employee who work at the caf should wear one uniform with their
names on it because that attracts people and makes it fancy. For example if it is
first time going to this caf and you see all the employee wearing the same
uniform that would attract you and make you tell your friends about it and how
amazing it is. Also there is another thing that attracts people which is the art,
everybody knows the art as beautiful thing and it has meaning beside it and
makes the caf looks better especially if it is like natural arts, also arts on the wall
makes you relax while you are having a breakfast or drinking a coffee. However,
they also should put strange things on the wall which makes people think about
the meaning after this strange thing.

Dennison Cutler Question 3

The Fire Roasted Coffee Company is a locally owned store with three
different locations throughout the London area. The company has only been
around for eight years. With only one location at the Western Fair, theyve grown
drastically. Part of their success is based on different and unique advertising and

promotional techniques. The company promotes itself through the use of social
media sites, such as Facebook, YouTube and online store websitesetc. They
have also partnered with Habitual chocolates as well as marketed their product at
different Scobeys locations. The company also advertises that 95% of their
product is free trade and often time you can also observe how the chocolate and
coffee is made, which is unique only to those two locations.
The Fire Roasted Coffee Company can be found on a handful of Social
media sites. One their main Facebook page they advertise sales going on in their
store location. Often times theyll post their progress or the expansion of their
business online. For example they recently announced a new direct trade
relationship with a co-op of farms in Rwanda. Their sites are kept up to date, with
at least one new post a day on Facebook by the company. This shows
customers that the company is putting in time and effort to provide them up to
date information.
Fire Roasted coffee companys success can also be based on their
partnership with other companies. The downtown store location has partnered up
with Habitual chocolates. They both own and operate the same building; they
also share products and advertise together. They have also recently partnered
with sobeys and offer sampling at some store locations. Finally they also offer
products at globallylocal.ca. Partnering with these organizations help to promote
their product to different areas of the market.
Fire Roasted Coffee focuses on advertising to the high-end buyers. They
advertise to these customers by stating that 95% of their products are free trade.
Free trade products are more expensive, but the store focuses more on quality
over quantity. Two of the store locations offer customers the chance to see how
the products are made in store as well as be able to ask the staff questions about
products. This is a unique form of advertising which sets the apart form other
coffee stores. Its what keeps customers coming back to those two locations.

Han Tran Question 3

Fire Roasted Coffee (FRC) Company, located in London, Ontario, is
recognized as the Finest Specialty Roasters in Ontario. Its mission is to ensure
everyone benefits from the coffee experience, from the grower to roaster to
consumer. FRC introduces itself by telling its own story, in which they state that
they are artists, not assembly line operators and they deal in quality, with a
focus on social responsibility. In other words, their very first competitive strategy
is product differentiation, which is committed to bring the best artisanal coffee to
their customer. FRC reaches out to local media, such as The London Free Press
and Eat Drink Magazine, to advertise their company. As Internet becomes very
popular nowadays, FRC uses it as the most effective way to market and promote
itself. Simply typing Fire Roasted Coffee on Google, you can find it on many

review websites and social media such as Facebook and Twitter. With regular
updates on social media, many people have a chance to know about FRC as
well as its events. Their locations are also their strength because of the
convenient areas. FRCs website impresses customers and gives many
information about it. It also has the Online Store, including international shipping,
which helps bring its coffee to other places in the world.

John Kjemtrup Question 1,4,5

The Fire Roasted Coffee Company is a London coffee roaster and caf
company, that refers to itself as a company that deals in quality with a focus on
social responsibility. It has the largest selection of beans in Canada. They have
3 locations in London, the Roastery, and its first London location on the second
floor of the Confederation Building at the Western Fair which is the home of the
Western Fair Farmers and Artisans Market. The second location which is
considered the flagship location is located at the corner of King and Talbot
streets in downtown London across the street from the Budweiser Gardens and
the Covent Garden Market. This location is also the home of Habitual Chocolate,
a sister company. In 2013 Fire Roasted Coffee took over the Wortley Village
location of The Little Red Roaster, which coincided with the fact that a contract
they had with a different caf in the Village had ended. The Village has been
referred to as Canadas Greatest Neighborhood. They also have a Special
Events trailer that is used through the spring and summer for some of the fairs
and events that take place in and around London. Fire Roasted Coffee is also
available at a large number of fine cafes, institutions and retailers in
Southwestern Ontario, as well as offering online sales. All of their locations are
open Monday to Saturday.
Fire Roasted Coffee is known as one of Canadas finest specialty roasters
of coffee. They are also known for the fact that they use 95% Fair Trade and
certified Organic beans. When given the option they will always try to use these
types of beans rather than beans that cant be certified. They offer a large
selection of beans and because they roast the beans on site it allows customers
to order their own flavour or roast of coffee, suited to their individual taste or
signature. Also their larger long term accounts have their own custom blends. In
2010 after travelling the world visiting the many farms that the company sources
its beans from, and also seeing the cacao bean and its manufacture into
chocolate, Dave Cook decided to open a small chocolate company producing
hand crafted chocolates. It seemed a good fit with the coffee business, as the
beans needed for both businesses come from the same areas.
Fire Roasted Coffee and Habitual Chocolate are almost synonymous
when they appear in the media, as it is very hard in many ways to separate them.
The opening of the new location at King and Talbot was covered by both Eat
Drink Magazine and The London Free Press. Ability First carried an interview
with Dave Cook about his hiring people with disabilities. In the interview, he

stated that his only criteria is that a person needs to be able to do the tasks
involved in the job, at the time of the interview a couple of people he hired work
as a Barista and a maintenance person at the market. In April 2012, Habitual
Chocolate was mentioned in a Globe and Mail article discussing chocolate
preparations for Easter that year. The London Free Press has also carried
articles about the opening of both of the newer locations.
Habitual Chocolate has attained very good press and notoriety for the fact
that they have made some special chocolate bars and left them backstage for
many of the acts that have appeared in the past at the John Labatt Center, now
called Budweiser Gardens. The largest press about this occurred in July 2013
when they left different bars backstage for each of the members of the band
KISS and Dave Cook the owner and Gene Simmons, the leader of KISS had a
Twitter Exchange about the possibility of manufacture and distribution of the
product. Although there hasnt been much of note on this lately, it was highly
covered at the time.
When researching both businesses online, they have been mentioned in a
number of blogs and websites. Tourism London mentions them as both a caf
and an attraction to see while in London. They have been ranked on a couple of
review websites. Numerous websites that are healthy eating and living as well
as websites devoted to organics mention both companies and speak quite highly
of them. A few of the cafes they supply, feature Fire Roasted Coffee prominently
in their online advertising. Both companies try to ensure that they are always a
part of many initiatives happening in the London area, such as partnering with
Lifeworks earlier this year in giving away cups of coffee to 50 random customers
as part of a pay it forward campaign. Because of their use of simple high
quality ingredients they were asked to take part in the first Tasting Fair held in
London earlier this year. Habitual Chocolate has taken part in past Food and
Wine Fairs in London because of the natural fit of fine chocolate with good wine.
In an article from the Feb. 25, 2014 London Metro, dealing with Tim
Hortons versus the world, Fire Roasted Coffee was one of the small niche cafes
mentioned as fighting the good fight against Starbucks, Tim Hortons and
McDonalds. Dunne, M. (2014, February 25). Tim Hortons vs the world:
Canadian coffee wars. London Metro. Retrieved from
http://metronews.ca/food/952377/tim-hortons-vs-the-world-canadiancoffee-wars
What makes these two companies unique, special and different, is that
they are very complimentary, are focused on the same aim in maintaining the
commitment to using personally sourced fair trade or organic materials, and the
desire to showcase the care and workmanship that it takes to produce a quality
product. The packaging they use, the cups they serve their coffee in, and even
the stir sticks they provide are biodegradeable. They provide a product that isnt

ordinary, an atmosphere in which to enjoy the products and the ability for
customers to design the coffee they want to drink.
While visiting each of the locations of Fire Roasted Coffee / Habitual Chocolate a
couple things popped out to me. It was noticed that 2 of the locations didnt have
samples of the chocolate available in the sample trays.
Western Fair: The Habitual Chocolate Location on the main floor should have
notices that the Fire Roasted Coffee location is upstairs, as there was much
more traffic on the ground floor than the second floor. There should be
information posted that both the coffee beans and cacao beans are roasted /
processed at this location (made locally).
Talbot and King Location: Mention of the free trade / organic origin of the
beans needs to be made more prominent. We had to look very hard to see it.
As well a bit of information about the beans being processed locally, might be of
interest to point out. The seating and environment was very trendy and
comfortable.
The Wortley Village location: After visiting this location I am not convinced
that offering a full sandwich selection would be the right move, as his main
competitor, which is just a short walk away offers that. A small selection would
be advisable. I found the inside to be dark, even though it was very sunny
outside, so possibly a light colour on the upper walls and ceiling. The tables
outside are a good idea as they fit in with the feel of the area. An idea would be
to feature some local artists paintings, art, crafts, etc. on the walls, for sale or to
display. They could feature a new artist or craft monthly, as this might draw a
different customer than his competitor.
Now for the general business. Try to partner with Jills Table more
with the cooking classes she provides?? Partner with her on her Sample
Saturdays Possibly try to partner with Dachas Cooking?? All these
companies seem to be targeting the same market segment, and I think they
could all benefit from sharing opportunities to showcase themselves.
Upon doing some online searching I noticed that Habitual Chocolate is
mentioned on the Downtown London website, but Fire Roasted Coffee isnt, I
think they both need to be on the website. The Tourism London website only
lists Fire Roasted Coffee at the Western Fair, not the other locations, this hurts
both the company and the city, because if there are people interested in coffee
and chocolate that can be enticed into the downtown area they may find other
businesses to frequent.
There are a number of wineries that are just starting to become
recognized now that the London area is becoming known as an area outside of
Niagara-on-the-lake that makes very good wines. This opens up the possibility
for wine sommeliers to sample very good chocolate that would go well with the

wines. So Habitual Chocolates may want to look into the possibility of providing
samples of their different chocolates for wine-tastings that these wineries may
have.
After visiting the three locations, I got the impression that although his
general market falls into the same category, each one caters to a slightly different
group of people that frequents each of the areas.
Last thing for now. They need to update their website, as it shows that their
coffee is still available at The Black Walnut Caf in Wortley Village.
I noticed on Wednesday April 23, on the FRCC website that they have just
partnered with another small coffee bean producer in Rwanda to purchase their
beans.
On Thursday April 24th we met to discuss the paper as it was written at the
time. We discussed some different ideas, upon more reflection I personally think
that having Polo shirts for the employees would only fit with the downtown
location, but I believe in democratic process. If we are suggesting Polo Shirts
might I also add that the shirts have mention/crests relating to the 95% free trade
aspect of the business.
On Thursday I also noticed that they have some type of a contest on their
FB page related to #ShowUsYourMug where they are giving away prizes not
sure what though.

Lisania Pereira Rodriguez Question 1

Mission and Vision Statement:
Researching into the Fire Roasted Coffees web and internet pages we couldnt
find what they called their mission and vision statement in a formal format, but
something is very clear through their social pages; they are really focused on aim
as a mandate to ensure everyone benefits from the coffee experience, from the
grower to roaster to consumer obtaining a product highly enjoyable for its quality
and socially responsible.
The owner
David Cook started out as a merchandiser for a major grocery retailer. His
background, right up until an executive position with the retailer, is culinary and
he really loves coffee. He experimented with roasting his own coffee beans at
home using simple household means, eventually graduating up to a three-pound
roaster.
David started roasting for the neighbourhood at garage sales and
eventually bagged some small local accounts. The people loved the coffee and
the attention to detail from somebody with a culinary background. Eventually, the

home roasting business was rivalling his 9-5 job in pay. David took the plunge
and quit his job to grow the Fire Roasted Coffee Company.
Beans
The owner has put especial attention in every step linked to the roasting
and finally the elaboration of the final result whether it is coffee or chocolate. Of
course if you want to get a good coffee or chocolate we have to talk about of the
beans, its quality, from where they come from and any especial characteristic
that these bean could have.
All of their fine products are roasted and packed proudly in Ontario. Much
like the hummingbird moves from flower to flower. They travel to different parts of
the world to gather superlative coffee varietals. All of their coffee is small batch
roasted to ensure maximum flavour and freshness.
These are some of the coffee and chocolate beans we can find in the business:
FROM CENTRO AMERICA
Guatemala "Cafe Justicia" FTO
Mexico Chiapas FTO
Costa Rica FT
Dominican Republic Bani FTO

Nicaragua FTO
Honduras FTO
Haitian Bleu FT

FROM AFRICA
Ethiopia Yirgacheffe FTO
Ethiopia Limu FTO
Kenya FT

Ethiopia Harrar FTO

Ethiopia Sidamo FTO

FROM SOUTH AMERICA

Peru FTO
Bolivia FTO
FROM ISLAND
Jamaican Blue Mountain
Galapagos San Cristobal Organic
Dominican Republic Bani FTO
Hawaii Kawaii

Columbian FTO
Brazil Santos FT

JBM 'Estate'
Haitian Bleu FT
Hawaii Kona Extra Fancy

Focus on roasting
Many people dont buy coffee in a grocery store but they do buy it from
big-scale roasters. A big retailer like Starbucks knows coffee well and has a nice
operation for its mass. But theres a premium to coffee that comes with more
careful roasting.
A big-scale operation will automate because it means less human
attention and of course, that saves money. But if you put an actual roaster on it,

that person can roast to perfection with an appreciation for changes in

consistency both in climate and the bean itself from one batch to another.
Theres a science to roasting and its inconsistent enough from day to day and
bean to bean, that hand-roasted attention comes through in the cup. You lose
this consistency when you profile a regions bean but then automate its roasting
instead of paying close attention to it. The most meticulous home coffee roasters
never leave their machine while the coffee is roasting.
Youd assume that means a premium built into the price too. Wrong. A pound of
coffee at FRCC costs a few dollars less than buying at Starbucks.

Equipment
As a dealer for BUNN, they are able to offer you the best in brewing and
grinding equipment at competitive prices. They have experience with many
varieties and styles of brewing machines from pour overs to large format satellite
brewing stations. The air pot brewing system uses double walled stainless steel
thermal technology instead of the traditional direct heat system. This system has
a sleek presentation and keeps coffee hot and fresh for hours.
Care for customer education
As soon as you walk in, theres a heavy focus on coffee education. The
people who roast coffee for FRCC are also the same people interacting with
customers and working in this very transparent environment. To answer
customers questions, why not have the very people that roasted the customers
coffee.
It couldnt be more transparent, its wide open. FRCC pulls the curtain back so
you can see everything from the 30 burlap sacks of green, unroasted coffee from
most every growing region in the world, the big Diedrich roasting machine that
roasts 20 pounds of coffee at a time, and the weighing and packaging station.
Espresso Program
Working with some of the best and most experienced espresso machine
dealers in Canada they have a complete espresso program that can be
customized to the exact needs of the client. Starting with a wide selection of
house blends to customized recipes and follow up training and seminars they can
create a program that is second to none.
Fire Roasted Espresso Trailer
We already know about the three locations where we can find Fire
Roasted Coffee, but also they offer a Fire Roasted Espresso Trailer open
throughout the spring and summer months. They serve freshly brewed coffee,
handcrafted espresso beverages and hot chocolates, and an assortment of their

baked goods to take special event to the next level. They can be contacted to
reserve the trailer for a party, wedding, staff event and more.

Rachelle Thristle Question 5

The Fire Roasted Coffee Company, located in three separate locations in
London, is established within the coffee buyer market. Currently, all three
locations offer specialty organic coffee, high quality fine grinds and fresh baked
goods. The noted marketing strategies they are primarily using are differentiating
their product, being coffee, from the average coffee market within London. Fire
Roasted coffee promotes the organic product theory, which is likely to draw in
customers looking for a specialty coffee and environmentally friendly byproduct.
Also noted, the coffee cups, coffee bags and labeling is all biodegradable and
eco friendly recyclables, which is attractive to higher class citizens.
Based on their current products and marketing, there were quite a few
things that could possible boost their sales and widen their market range. The
general market was established to be higher paid citizens, who likely work within
the downtown area and seek a high quality coffee. However, being that the
business is located in three decently busy locations, a good strategy would be to
expand their serves. Currently, Fire Roasted Coffee only offers a minimal
selection of breakfast items and baked goods. Therefore, key items are missing.
Fire Roasted Coffee Company does not offer basic breakfast items like
bagels, breakfast sandwiches and a variety of breakfast muffins. Adding these
items to their menu would increase sales in their current market, as well as
expand their market for those who may not appreciate high quality coffees and
hot beverages. Addition to their menu would be simple and costless, as it would
only require the cost of the goods, as well as rewriting the menu on display.
Secondly, another item the business offers is locally made beer. Almost
subsiding with their current promotion, the owner could draw in local wineries and
add their products to his menu to increase the market, as well as his sales. The
idea brewing that those who indulge in high quality chocolates in their downtown
location, may also be interested in a glass of wine to wash down the cocoa.
Then, to lure the market to downtown, Fire Roasted Coffee as well as its sister
business, Habitual Chocolate, could promote the products within the wineries by
producing samples. Posting advertisements throughout the wineries of their
choice, could increase business for the coffee and chocolate business.
These two suggestions are fairly cost efficient and easy additions to their
current products, however one main missing item for the business and their
service is WiFi. It is apparent that the cost of Wifi is ridiculous for downtown
businesses, however, being a customer who loves to sit and enjoy my coffee and
potentially surf the net while sitting in the location, it would be an extreme benefit
to the business to provide internet access. More customers would likely remain in

the caf, and may even buy additional products like the fresh baked goods and
chocolate, due to the idea that they can sit and use the internet for a period of
time. A way to minimize the cost for the owner could be as simple as including a
25 cent fee included in the purchase, with a code that would give the customer
access to the password.
These suggestions are fair and inexpensive ways to add products and
promotions to the business. By expanding contributors, Fire Roasted Coffee and
Habitual chocolate would have additional sources and markets to advertise in.

Samual Shields Question 2, 5

Question2:
What do they sell or do? What target markets do they serve?
The Fire Roasted Coffee Company sells Specialty Coffees hand roasted with the
largest selection of coffee beans in Canada (see index) imported from 50
countries; house blend coffee the product lines are, Green Beans, Beer, Teas
and unsought product are luxury chocolate with no additives or preservative,
which is purchased from the Ivory Coast.
Target markets are high income earners these individuals enjoy the finer things
in life and dont mind spending 7 or more dollars for a luxury cup of beverage.
They are also social responsibility to the world and environment which is shown
through their fair trade and organic product with biodegradable packaging.
Question5:
Create a marketing and promotion plan for their product, business, or service
doing things they are currently NOT doing. You need to include financials for any
and all marketing and promotion efforts.
We wanted to add Cuban cigars to go, bagels, uniform high end (black polo
shirts with logo for branding) at all locations to unity for high end look.
Overall marketing objective are not being fulfilled for their target market, Fire
Roasted Coffee needs to create a warmer atmosphere to keep customer coming
back, private booths and proper seating (current stools to sit in are
unconformable). Sustainability is attainable but, Fire Roasted Coffee needs to
grow market segment to drive sales.

Stephanie Levschuk Question 2, 5

Question 2:
The Fire Roasted Coffee Company sells specialty and luxury coffees.
They have the largest selection of coffee beans in Canada imported from over 50
countries. In their store they also sell tea, hot chocolate and beer. There is a
small section of desserts, breakfast foods or treats. They also have a large
focus on chocolate, with their sister company being Habitual Chocolate. All of
their chocolates have no additives or preservatives.
All coffee cups, coffee bags and labeling that the FRCC uses is all
biodegradable and eco friendly.
*Refer to the product index for a list of all products that are sold and their
features. ( I did not print the product index off twice seeing it is 19 pages long , however I was
the one that produced it)

The Fire Roasted Coffee Company aims to target high income earners,
who enjoy their coffee and chocolate and dont hesitate spending a couple extra
dollars to enjoy these products.
Question 5:
If the Fire Roasted Coffee Company, implemented a uniform for its
employees to wear it demonstrates professionalism, company culture and
insures all employees are well dressed and representing the company with
integrity. The uniform could consist of a black polo t-shirt with the company name
and logo on. Employees could purchase the uniform from the owner when they
are hired for a cost of $5.00.
By providing local artists with the opportunity to display their work in the
store/caf will allow them the opportunity for their work to be seen and noticed
throughout the local community. Currently, the stores have few pictures or
artwork displayed on the walls and this will create a warmer ambiance for their
customers. Customers also like to know that businesses are supporting local
artisans and give back to their communities in this way. Local artists could also
rotate their work on a monthly basis, almost like a roaming art show.
Lastly, it would be in the companys greatest interest to update their website.
There is information on it that is out of date and needs to be removed.