Moxie Java starts building new corporate office

By Steve Martin

Idaho Business Review

Moxie Java International has begun construction of a corporate headquarters and distribution center building at 50th Street and Chinden Boulevard in Garden City, and plans to move in by November.

The two-story, 8,600-square-foot structure will nearly double Moxie’s space, according to company president Rick Dean.

Moxie has leased space from previous Moxie owner and coffee roaster White Cloud Coffee at 52nd and Chinden since Dean and his wife Stephanie bought the business from White Cloud founder Jerome Eberharter in November 2001.

“We’re running out of room where we’re at,” said Dean, 59. “We are committed to growing the Moxie Java brand, in supporting our cafes, plus committing our company to grow in the Treasure Valley.”

Construction costs for the new building, on a three-fourths-acre site, are estimated at more than $1 million. Dave Evans Construction, Garden City, is serving as contractor and designer.

The Deans plan to house the corporate offices on the second floor. The distribution center with an expanded testing kitchen for new recipe and product development will be built on the first floor behind a 40-seat “Moxie Java Bistro” – a new franchising concept Moxie is unveiling later this year.

The bistros will expand the Moxie menu to include “gourmet” soups, salads and sandwiches; fresh-baked pastries; and 18 to 20 flavors of gelato (Italian ice cream).

The first bistro caf&#233 is slated to open in Omaha, Neb., in September. Dean plans to market the concept primarily out of state.

The Garden City Moxie Java Bistro is the only planned Idaho unit at this time, will be company operated and include a drive-through and wireless Internet service.

“We’ve been researching the bistro concept for 12 months,” said Dean. “We’re trying to fill out the ‘day’ part of the business and create more profitability for the stores.

“Coffee sales, too, are not quite as strong in the summer while gelato works well in the afternoon and in the summer,” he said.

Moxie sales have tripled since the Deans purchased the business, he said. The company employs eight and plans to hire another eight for the bistro.

Moxie Java International was founded in 1988. The company fields more than 70 licensed espresso cafes in 16 U.S. states, and three units in Japan. About 35 are located in the Treasure Valley and one each is open in McCall, Twin Falls and Idaho Falls.

Another Valley unit is planned in Caldwell by fall. Four are slated to open in the Boise Airport between fall and spring.

“In the next 12 months, we plan to have 18 new Moxie Java cafes open throughout the country,” said Dean, noting that the company hopes to have 300 cafes by 2008, but has not yet set a goal for how many bistro cafes it will open.

“We’ll see how it goes,” he said.