DDRX Diedrich Coffee (MM)

Diedrich Coffee, Inc. Names New Vice President, Sales IRVINE, Calif., Oct. 29 /PRNewswire-FirstCall/ -- Diedrich Coffee (NASDAQ:DDRX) named Steven Heyman to the post of vice president sales effective October 18, 2004. Heyman will work to develop strategies to support the Irvine-based company's growth and expansion of its wholesale products division. Heyman comes to Diedrich Coffee with a very successful background in executive sales positions in Coca Cola USA, Pepsi Bottling Group and most recently as vice president of the Bossa Nova Beverage Group based in Los Angeles. The Diedrich Coffee wholesale business includes all domestic base business, restaurant partnerships and the expanding office coffee segments. About Diedrich Coffee With headquarters in Irvine, California, Diedrich Coffee specializes in sourcing, roasting and selling the world's highest quality coffees. The Company's three brands are Gloria Jean's, Diedrich Coffee and Coffee People. The Company's 482 retail outlets, the majority of which are franchised, are located in 34 states and 13 foreign countries. Diedrich Coffee also sells its coffees through more than 460 wholesale accounts, including office coffee service distributors, restaurants and specialty retailers, and via mail order and the Internet. For more information about Diedrich Coffee, visit the Company's Web sites at http://www.diedrich.com/, http://www.gloriajeans.com/, or http://www.coffeepeople.com/. Forward Looking Statements Statements in this news release that relate to future plans, financial results or projections, events or performance are forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, and fall under the safe harbor. Actual results and financial position could differ materially from those anticipated in the forward-looking statements as a result of a number of factors, including, but not limited to, the financial and operating performance of the Company's retail operations, the Company's ability to maintain profitability over time, the successful execution of the Company's growth strategies, franchisees adherence to the Company's practices, policies and procedures, the impact of competition, the availability of working capital, and other risks and uncertainties described in detail under "Risk Factors and Trends Affecting Diedrich Coffee and its Business" in the Company's annual report on Form 10-K/A for the fiscal year ended June 30, 2004. For further information, please contact: Rocky Laverty of Diedrich Coffee, +1-949-260-1600, . DATASOURCE: Diedrich Coffee CONTACT: Rocky Laverty of Diedrich Coffee, +1-949-260-1600, Web site: http://www.coffeepeople.com/ Web site: http://www.gloriajeans.com/ Web site: http://www.diedrich.com/

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