The "Froth Cafe" model is an excision from the Asharucorp Retail Media initiative which was originally designed to be part and parcel of the physical environment of the initiative's brick-and-mortar location on the Upper West Side of New York City.
As an independent imprint the "Froth Cafe" is concieved as a full service establishment, which, in addition to beverage and food service, will promote local authors and musicians by stocking a select inventory of media, primarily that of Books and Compact Discs.
At the end of 2008, a suitable vacancy in the affluent suburb of West Bloomfield, (Oakland County) Michigan, in a shopping center entitled "the Boardwalk" presented itself and Mr. Rosenblum went into negotiations with the former owner for the purchase of the establishments equipment and fixtures in lieu of refit.
As of December, 10, 2008 Mr. Rosenblum and his lawyer; Mr. David Baum, submitted lease proposal changes to the property's landlord and inspected the vacant premises.
Management, publicity, and design team were expected to fall into place sometime early in 2009, and renovation thereafter, with an anticipated launch date scheduled to occur in the first week of April 2009.
However, due to the non-expedient nature of the landlord and the landlord's management company, lease negotiations were, frankly, maddeningly slow as well as ecomonically prohibitive, and in the long run added undue pre-start legal fees to the balance of an otherwise affordable premise.
Presently, the representative website www.froth.us.com is held under the aegis of the Asharucorp web domain, but is no longer under construction. Barring the above protoype logo above, the site will remain in that state until such a time as it will represent a functioning virtual counterpart for the purpose of promoting the primary retail location, and the additional locations that will/may follow. That site, much like Asharucorps other web initiatives, is designed to serve it's main function as a marketing aid for special events, promotions and general advertising, however, it will also augment the company's revenue by the means of an alternative source of net capital, which in this case would/will stem from the on-line sale of bulk coffee, coffee accessories and a comparable selection of media to that of the store/s physical inventory.
