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The Company Taking Over Breakfast in America

  • Billionaire Reimann family is backing U.S. coffee empire
  • Company is using new co-branded restaurants to tout properties
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JAB Holding Co., the European investment firm that has quietly acquired many of the best-known U.S. coffee and food brands, is beginning to put the pieces together in its bid to build a caffeine empire.

The company, backed by Austria’s billionaire Reimann family, has developed a fleet of co-branded restaurants that highlight its properties. The chain, called simply Coffee & Bagels, offers Caribou java and Einstein Bros. bagels -- an effort to entice customers by wrapping its existing brands in a new package. JAB’s Caribou business is now taking the mashup concept a step further with new cafes that also tout Argo Tea, a brand it licenses but doesn’t own.