ATLANTA--(BUSINESS WIRE)--If Café Intermezzo’s walls could talk, they would share countless stories of marriage proposals, reunions, breakups, deep discussions among friends and families, and even the creation of lifelong plans. Now, after more than three decades of serving as a cornerstone and “third place” of the Atlanta community, the calming European coffeehouse has announced plans to franchise in other cities.
Started in 1979 by founder and CEO Brian Olson, Café Intermezzo is well-known locally for “bringing Europe to Atlanta” with traditional brass espresso machines, walnut woodwork and reinvigorating classical music. Its vast menu and service from morning until late night offers guests an open door for any occasion. Two existing company-owned locations, one in Dunwoody and the other in Midtown Atlanta, and a licensed location in Atlanta International Airport, share robust sales and have built-up a solid base of returning customers.
Company executives say they are looking to franchise with sophisticated operators in select U.S. markets, beginning with Nashville, Charlotte and Charleston, which share diverse demographics, high education levels, and strong residential and pedestrian characteristics. Ideal locations would mirror Midtown Atlanta’s layout, which is roughly 4,000 square feet and seats 170 guests, and is situated in a densely-populated residential area with offices, retail, and hotels close-by.
“Our ageless concept works to undo the rushed lines and paper cup perception that many have grown to accept as coffee shops in America,” Olson said. “Quite the contrary, we encourage guests to relax, disconnect from a hectic day and recreate a mood, moment or lifetime plan. It’s like stepping into another time, another place. At Café Intermezzo, it’s not uncommon to witness old friends catching-up, or a man getting down on one knee to propose. We are the guardian of innumerable guests’ memories.”
Olson crafted the concept while traveling to his heritage homeland of Germany and Austria, visiting several coffeehouses and konditorei in which being there was as important as the fine coffees and pastries. It became clear there was a need for a traditional European coffeehouse in America that would provide a refuge from the ever-expanding world of fast food and quick service restaurants. Olson, who later imported and marketed espresso/cappuccino machines, returned from Europe with a passion to share the romance of old-world coffeehouses with others. “Need is the mother of invention, and my personal desire to frequent a true European coffeehouse translated into need, and then into Café Intermezzo.”
What took so long for the Atlanta landmark to franchise? Olson says he considered franchising over the years, and that requests from interested parties came from time to time. He knew that successfully replicating Café Intermezzo in other cities would require the correct systems to be in place and, more importantly, the ideal people working with him in the development of the franchise model. He decided in 2007 to move forward with franchising and to begin assembling those elements. Shortly thereafter, as fate would have it, Areas USA, the American division of a Spanish company, opened discussions about placing a licensed Café Intermezzo in the Atlanta Airport. They worked together and created the relationship over the next year, with the Airport Café opening in late 2010.
Through the Airport location Olson met William Pitts, the opening General Manager, who has his own memories of a Café Intermezzo poignant personal experience. He would later join Café Intermezzo on the corporate side as Executive Vice President and COO. Pitts has an extensive restaurant background, including chain management, and through this gained deep experience with multi-unit systems.
“Time has shown that our brand is not a trend or fad,” Pitts said. “Because we embody a 19th-century concept, franchisees will not need to reinvest in re-branding or updated models. Café Intermezzo is timeless. We have a proven track record spanning over three decades. This is the opportunity of a lifetime for the right type of franchisee.”
For example, qualified applicants will need to have a substantial full-service restaurant background, and possess an underlying desire to deliver an experience for guests that exceeds their expectations. The initial investment for a Café Intermezzo franchise is $2.1-$2.3 million, which includes the contract, architecture, design and artwork: turn-key.
About Café Intermezzo
Founded in 1979, Atlanta-based Café Intermezzo is a full-service European coffeehouse offering pastries and entrées in a traditional 19th century setting. With two current corporate locations in Midtown and Dunwoody, and a licensed location in Atlanta International Airport, Café Intermezzo embraces a traditional coffeehouse concept that allows guests to take an intermission from their day and step into ‘another time, another place.’ For more information about Café Intermezzo, please visit www.cafeintermezzo.com, and for franchise details please visit http://www.cafeintermezzo.com/franchising.
