Doutor Coffee Co., Ltd.
Investor Relations

New Sales Activities

Brushing Up Our Excelsior Caff'e Business Model

Launched in 1999, our Italian espresso café "Excelsior Caffé" has enjoyed enthusiastic support from customers and has grown into a café chain with 138 shops nationwide, from Hokkaido to Fukuoka, as of March 31, 2006. Over this period of time, we not only expanded the varieties of coffee offered, but have also endeavored to develop menus that cater to customer needs, including a selection of frozen drinks offered slightly in advance of seasonal demand in early spring each year, "Saltimbocca" hot sandwiches using Neapolitan-style dough, and soup sets served for lunch and dinner featuring seasonal ingredients. Our efforts have been rewarded by positive customer response and steady performance in both sales and the number of customer visits at existing shops. In light of these accomplishments, we have redefined the concept of this business model as an "Italian bar," expressing our aspiration to fashion our shops after bars in Italy, which appear in a variety of styles and are closely tied to the local community. From the broad diversity of bars actually found in Italy, we selected three styles for our shops - the Panini Bar, the Pizzeria Bar and the Gelatteria Bar. We plan to develop this concept based on location, market segment and customer needs. To further enhance the quality of the coffee we serve, we will gradually switch to semiautomatic espresso machines.

The Three Shop Styles

Panini Bar

Bar style centered on food menus such as paninis — sandwiches offered hot from the oven — the closest in style to our existing Excelsior Caffé shops.

Major locations
Locations with strong demand like meeting places, such as near railway station buildings and smaller stores.

Pizzeria Bar

Bar style that meets lunch and dinnertime needs by offering upscale pasta and pizza featuring specially selected dough and ingredients — scheduled to be launched in summer 2006.

Major locations
Sites where there is a strong demand for meals — near business districts, local shopping areas and colleges.

Gelatteria Bar

Bar style offering Italian gelato that brings out the flavor of each ingredient.

Major locations
Tourist resorts, amusement parks and other locations with strong demand driven by customers with children or for dessert items.

Introduction of Semiautomatic Machines

To bring the same commitment to espresso cafés found in Italy to our Excelsior Caffés, we will gradually switch to semiautomatic espresso machines to offer a menu of higher quality espresso coffee and a lineup of café latte and cappuccino using fine, flavorful milk foam.

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