Cafe Alexandre Coffeehouse

My name is Demetrio Ford, and I’m seeking $500,000 to redefine the world of coffee and create the ultimate destination for those seeking an extraordinary coffee experience. 

Café Alexandre is positioned as a new, dynamic coffee shop targeting the unique Kentlands community in Gaithersburg, MD. It is a destination counter-service café in the Kentlands neighborhood that offers locally roasted, premium coffee and a menu of freshly baked goods, paninis sandwiches, bottled beverages, and other items. Patrons will find exceptional, high-quality food and superior service with each visit. Café Alexandre will offer its community a unique alternative in flavor, quality, and ambiance. Coffee beverages will be prepared by master baristas and baked goods will be made by a local commercial bakery. Quality, customer attention, and a relaxed atmosphere represent dominant themes the café will embrace. Café Alexandre aims to provide a positive experience for all involved: the best coffee for customers; the best work environment, training, and support for staff; support for our local businesses by utilizing their products; and participating in local causes. 

Café Alexandre will bring people together in its targeted Kentlands neighborhood over superior coffee and food experiences that celebrate human connection. Coffee has always been about ritual, and Café Alexandre will deliver this ritual to both long-term residents and to the rapidly expanding population of emerging professionals that reside in the Kentlands and the greater Gaithersburg community. Café Alexandre will appeal to working professionals, students, families, and all residents who seek a flavorful, coffee shop experience.

Café Alexandre’s ambiance and design will reflect a modern French coffee shop. Café Alexandre will host poetry readings and slams, author book signings, art openings, book launches, musical trios, and other events. Music played in the café will consist of modern and classical jazz and modern electronic dance music that has a chilled and relaxing vibe. The shop will be a space where coffee, art, and music seamlessly intertwine. 

Boutique coffee shops are a local alternative to commercial brands such as Starbucks, and bring people together around a simple, daily routine. They are places we visit on the way to work. They are offices away from our office. They are comfortable places to study or meeting places for good friends – and to meet clients. Coffee shops provide a loose, intimate, commitment-free venue where everyone can feel comfortable.

The Underground business model syncs with the following market drivers:

·        Lack of higher-end coffee experiences that target mass affluent professionals in the targeted area.  

·        Suburban regions are experiencing an influx of professionals, who require higher quality.

·        The emergence of remote-working employees pushes people to local cafes.

·        The number of independent workers who work at home or at coffee shops is increasing.

·        Coffee culture continues its rapid ascent.

·        Gaithersburg’s Kentlands neighborhood is growing and offers wide appeal, though lacks a coffee shop concept such as that offered by Underground.