Java Detour is now redefining its brand by growing its new lounge-like, 1,200- to 1,700-square-foot stores with interior seating. The first opened in Las Vegas last year, quickly followed by three more in and around Vegas.

“When you walk into our stores, you immediately notice a stark contrast to the typical coffeehouse setting,” Binninger says. The restaurants are decorated mainly in black and white. The seating area is a mix of black leather lounge chairs and a few tables. A plasma television, upbeat music, and free Wi-Fi access provide diversion. “We’re trying to create a different energy than the competition. And from what customers are saying, we’ve done it.”

The chic, upscale atmosphere is part of the equation to make the Java Detour visit feel special. Another factor will be managing growth. Binninger calls the redefined Java Detour a boutique brand—one you’ll find sprinkled across key markets, rather than blanketing them.

“We’re entering a phase of aggressive growth, but we won’t have so many that it becomes ordinary” he says.