Consumers can get waffles, sundaes, cookie dough and ice creams at the city centre location. Leaflet printing in Coventry can be used to promote local restaurants. JJC has enough space for about 150 customers, while a small number of seats can be reserved. Maj Khan, the manager of JJC, told the Coventry Telegraph:
“We think Jam Jar is a different brand compared to other dessert parlours. We offer a great atmosphere as well as great desserts. The seating area has a very unique look to it. It’s divided into separate sections each with their own theme but they don’t overpower each other. We want people to be able to feel comfortable here.”
Khan hopes to benefit from the rise of Coventry’s coffee culture. He said that the coffee served at JJC is fair trade and organic. He is committed to delivering high quality coffee. The ice cream at JJC is locally produced and cannot be sourced from retailers. Khan also mentioned that Coventry recently won cultural recognition and understands that locality matters in business.
Guests at JJC may use free Wi-Fi and there is a seating area outside the restaurant which may attract people to the place when the weather is appropriate. The first Jam Jar parlour opened in Birmingham and the Coventry branch is the second experiment of its kind.