Jennifer and Brent Hickman have grounds for success. The Hickmans own Java Kai Coffee by the Sea, something of an aloha-alternative to the Starbucks’ phenomenon. The Hickmans became owners of their first store in Hanalei in 1997. They began roasting
Jennifer and Brent Hickman have grounds for success.
The Hickmans own Java Kai Coffee by the Sea, something of an aloha-alternative to the Starbucks’ phenomenon.
The Hickmans became owners of their first store in Hanalei in 1997.
They began roasting their own coffee beans and opened another location in Kapa‘a, thus becoming Kaua‘i’s first micro-coffee-roasting company using Hawai‘i coffee beans, the only coffee beans that are 100-percent, American-grown.
To say that business is percolating would be like saying the mug is only half full.
After making its mark on Kaua‘i with its designer coffee, unique interior designs, and fruit smoothies and baked goods, leaders of Java Kai have gone Mainland, but with aloha.
“After three or four years (in business), we were approached by a Chicago-based company that facilitates franchising,” Brent Hickman said. “The business is growing. Soon, we’ll have 10 franchises on the Mainland.”
Hickman, the president of the company, said Java Kai will help a prospective franchiser with location placement, financing, and other support.
Depending upon a number of factors, including location and the infrastructure in place to support a coffee shop, the price of a franchise can range from $250,000 to $350,000.
Hickman said he could not reveal what a franchiser might make in a year, but he said the industry average was $600,000 to $800,000 in gross sales.
So far, the Hickmans are holding true to their mission statement: “Our Java Kai ‘ohana will consistently serve the best damn coffee and fruit smoothies with the spirit of aloha.”
“Everyone knows Starbucks is the corporate coffee shop. Ours are Hawaiian. We have two prototypes for the store, one is the beach shack, and the other is plantation style,” Hickman said.
The first two franchises were the existing stores in Hanalei and Kapa‘a.
There had been a store on O‘ahu, but the owner of that franchise had personal problems and had to default on his franchise before the Hickmans could provide assistance, Brent Hickman said.
“It was unfortunate for both him and us,” Hickman said. “The store was beautiful and popular with the downtown business people, Hawaii Pacific University students and faculty alike.”
On a brighter note, new franchises were established in Sabre Springs, a community in San Diego, and Del Mar.
The newest franchises are all in California, for now.
Three new sites are planned for San Diego.
Two are still to be determined, while a third should open in the summer of 2007.
Franchises in Murietta, which will feature a drive-through window, and in Riverside, will open in 2006.
Both of these sites are under construction.
Two stores are planned for Santa Barbara.
One will open this winter, while the other is targeted to open in 2006.
There will also be a Java Kai in Los Angeles by 2006. Java Kai leaders are still scouting locations for a franchise in Orange County.
The Hickmans are also looking for a location in Po‘ipu for a third Kaua‘i franchise.
Hickman reflected on the “old days” of the business, as compared to the franchising aspects.
“One of the biggest challenges we face now in our franchising business relates to creating win-win decisions with our franchisees,” Hickman said.
“Whereas before, when we made a decision, it only impacted our business. But now, with each decision, we must think about how it will effect them and us. Since we believe in win-win business decisions, something that was once easily decided must have much more thought and input (now),” he said.
“With each new franchise we sign, it’s like adding on a new partner in the business.”
Hickman said the only product franchisers are required to purchase is coffee from Java Kai Roasting Company, to insure quality control.
Hickman said coffee beans are purchased from the Kauai Coffee Company and other local vendors.
“Even if we are on the Mainland, our roots are in Kaua‘i,” he said.
He also noted that the Mainland stores would sell Hawaiian-style food items, as well as small, Hawai‘i souvenirs.
The Hickmans’ commitment to aloha and Hawaiiana does not end there.
Hickman said the San Diego store, a beach shack style, recently featured a lu‘au and hula dancers.
Noriko Cabrales, husband Glen, and her brother-in-law Richie Cabrales, opened their store late last year.
Their coffee shop projects a Kaua‘i experience, from the wooden-panel floor, bamboo chairs and tables, to a tiki motif over the counters.
“We want our customers to feel like this is their coffee shop, not ours,” Noriko Cabrales told the San Diego Union-Tribune.
