Fresno - 1 October, 2005 -

Finally! A different kind of coffeehouse has been added to the new shopping-hub of the northeast side at Champlain and Perrin. Locally owned by Fresno natives George Fries, Emmett Castro and Pat Roberts, It's A Grind is the first of a growing California franchise to hit Fresno. Okay, okay, so its coffee right? Sort of. For starters, beverages at It's A Grind are handcrafted per order and contain amazing ingredients. This means steamed milk and espresso won't sit around for two or three drinks. It's made fresh for you and you only. They also feature a sample bar of premium coffees that you can try before you purchase and nothing is allowed to sit throughout the day. A menu of non-coffee drinks like the 50/50 bar or frozen ‘frostees' are available for kids. Hint: order anything chocolate its Ghirardelli melted right in the store. The ambiance at It's A Grind is unique too. A self-professed "blues theme," patrons sit in comfy, earth-toned wingback chairs complemented by bright oil-paintings of famous blues singers like Eric Clapton. In tribute, It's A Grind features live blues and jazz music on the weekends. A delectable bakery case, dark wood, slate tile, and urban metal complete the store, making it welcoming and artsy, inviting yet edgy. Outdoor seating is available too, with beautiful views of the new promenade style Piazza del Fiore shopping center. The great thing about the It's A Grind franchise is that it offers George, Emmett, and Pat the resources of a large corporation yet allows them to support local businesses at the same time. For example, the quality and freshness standards at It's A Grind couldn't be maintained if they got their pastries and baked goods from far away there's no such thing as a day-old deal here. Instead, after extensive sampling, they chose Uncle Harry's and Jimmy's Bakery to supply them with everyone's favorite breakfast staples and snacks. Their coffee, received through their affiliation with the It's A Grind franchise, hits your lips just four days after being small drum roasted. The company also consults on store design and architecture but allows its owners to choose their own furniture and artwork so each location is individually crafted. Alas, it's the people that make the place. And service is the number one priority at It's A Grind. George, the front man explains, "I spent a lot of time in coffee houses during college and after for business. I like being able to create it myself for others." Together, the three owners form a perfect trinity, bringing financial, commercial, and entrepreneurial experience to their venture. It was also George who found the franchise company and when he consulted friends Castro and Robert, they couldn't resist the opportunity to get involved too. "I found this idea and it just felt like a perfect fit. I spent some time looking at other things but ended up right back where I started." He can be seen daily milling about tables, remembering the names and drink orders of his regular customers. Likewise, Castro and Roberts are regulars and take advantage of It's A Grind's homey ambiance to run their other businesses. The employees at the store are an equal delight, asking your name when you order so they can bring your drink directly to you not shout it out. It's A Grind is the north side's newest community hot spot for conversation, music, and a great cup of joe. All in all, It's A Hit!

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