DaytonDailyNews.com

Bob Bonder has his sights set on second place.

    The entrepreneur and market strategist opened the pilot location of Tazza Mia, a coffeehouse and restaurant, in West Chester Twp. the weekend of March 8. He moved to the Cincinnati area from Los Angeles, Calif., to launch the chain, and said his aggressive growth plan — five new locations per year for the next three years — is aimed at filling the gap between the two largest coffee shop chains in the U.S.

    "If you look at the industry as a whole, you've got Starbucks with 14,000 stores, then you've got Caribou (Coffee) with 400," he said.

    He said he saw opportunity in Seattle, Wash.-based Starbucks' recent troubles, such as a recent "dark day" to re-train staff and a California court order to redistribute $100 million in tips to barristas.

    "There's definitely room for someone to come in and grab market share," he said.

    Bonder said he spent two years researching different markets, seeking the right combination of low entry cost, regional development and the proper residential demographics for the restaurant.

    "It was pretty clear we were not going to do it in New York or any of the big cities," he said. "The startup costs were too prohibitive."

    And while he has plans to open Tazza Mias in downtown Cincinnati and other area suburbs, he said opening the West Chester Twp. location first was mostly a stroke of timing.

    "A big thing was the fact that IKEA was coming in," he said of the Union Centre area, where the restaurant sits. "A, this is a great real estate investment; and B, it's a good place to shop."

How it's done

    Each location will roast beans in house using Aubex computerized roasters, said Bonder, and he is emphasizing training for his staff in the art of brewing better coffee and making better food.

    "It's much more hands-on here," said barrista Will Samorey as he swirled a floral pattern into the milk froth on a latte. "There's a real focus on quality here."

    Dwight Drake, brand manager and division chef for culinary supplier U.S. Foods, said the same philosophy applied when he and Bonder created the menu.

    From a traditional pot roast sandwich and Mediterranean salad to unique items like a breakfast bagel toasted and topped with Nutella spread and a banana, Drake said the menu struck a balance between quality, variety and the quick preparation expected by breakfast and lunch crowds.

    "He wanted high quality products and wanted something simple for the culinary team," he said. "That's what's going to make him a great entry in that arena."

    Bonder said he has big plans for Tazza Mia. He said he hopes to open 40 locations in the next five years, and is actively seeking additional investors to spur the growth.

    "I wouldn't have left my regular job to open up two coffee shops and move to Cincinnati, but I did it to start a new brand," he said.

    "The goal is to catch up and really become No. 2 in the industry."

For more information about Tazza Mia, visit www.tazzamia.com.

Contact this reporter at (513) 755-5077 or mcunningham@coxohio.com.

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