According to the National Coffee Association, daily consumption of specialty coffee among adults is at record highs, with 16 percent of the adult population drinking at least one cup a day. That number has spiked four percent since 2003. More than 55 percent of Americans adults say they drink specialty coffee on occasion.

Coffeehouses in the United States are more popular than ever, with 11,250 locations nationally averaging $550,000 in annual sales.

The specialty coffee industry has grown to a $6.12 billion industry, according to the Specialty Coffee Association of America. The total coffee market, including cafes, kiosk, carts and retailers was at $8.96 billion in 2003, nearly a $1.5 billion increase from 1999.

Kevin Brennan's love for rock music, coupled with his experience as an entrepreneur, is the reason why Rockn' Joe Coffeehouse and Bistro (http://www.rocknjoe.net) is thriving.

From the moment Kevin bought his first "45" record at age seven, he knew he wanted a career that celebrated rock music.

During college, he began working in a local supermarket to help support his love for going to concerts and buying music. In this customer service setting,

Kevin learned how to thrive in a business that traditionally exists on a slim profit margin, besieged with competition and other ever-changing demands.

Kevin's business acumen was nurtured through more than a decade of experience in the supermarket industry, in which he rose through the levels of management. Critical skills, such as marketing, employee and vendor relations, advertising and business operations, were honed through those years.

Also, during that time, Kevin launched a number of successful side businesses. Services included cleaning ceiling tiles, detailing cars, and constructing custom compact disc cabinets. He even was a part owner in a compact disc store, just as the technology entered the music market in the 1980s.

In 1989, during a vacation to San Diego, Kevin visited his first coffeehouse. He immediately recognized the budding business as the next great trend. Three years later, while listening to the band "Asia" at a New Jersey club, it hit him: Why not open a coffee house and bistro dedicated to rock music?

In the summer of 1993, Kevin opened the predecessor to Rockn' Joe at its present site in downtown Cranford, N.J. He called his creation Café Rock; the business was profitable from the first day it opened
its doors.

Over the past 10 years, Kevin has continually added new specialties to the menu and the coffeehouse has evolved into a regional landmark. Kevin has streamlined the business to the point where it is now a viable franchise, available to those who have a passion for music, food and fun.

Customers pass through a cozy lounge area with large, comfortable chairs. Complemented by hanging lamps and wooden parquet floors, the main dining area focuses on an attractive bar with counter seating, as well as freestanding tables and chairs.

The counter area brims with fresh desserts, cookies and muffins. Featuring outdoor chairs and tables, market-style umbrellas, and waterproof loudspeakers, the exterior of Rockn' Joe resembles a charming sidewalk café that can compete with the best Paris has to offer.

The centerpiece of Rockn' Joe is the coffee - a rich and flavorful blend that people always prefer. With the highest standards in bean selection and roasting technique, Rockn' Joe coffees are made with specially treated water – a main secret for consistently rich, flavorful drip coffee.

Every year since 2000, Rockn' Joe has been the winner of the prestigious Golden Cup award from the Specialty Coffee Association of America. The store offers specialty sandwiches and a dessert menu.

Franchisee owners are given an easy-to-follow plan for success, where every component of the business is laid out and ready for implementation including a corporate identity, franchise freedom, comprehensive and continual training, an operations manual, site selection guidelines, marketing support, and ongoing resources.

"I'm so pleased my love for rock music would take me in such an exciting and satisfying direction," Kevin says. "The development of Rockn' Joe is the crowning achievement of my life. It has incorporated all of my passions into one business. I love going to work.

"And it is unbelievably satisfying to see others enjoy Rockn' Joe as much as I do," he concluded.