What changed in this filing

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Item 1. Business

2026-04-22 compared with 2025-03-31 · 255 added, 259 removed, 99 unchanged (84% of the section changed)

1 unchanged sentence

Reborn Coffee, Inc.

(“Reborn”) was

incorporated in the State of Florida in January 2018.

In July 2022, Reborn migrated was from Florida to Delaware, and filed a certificate

(“Reborn Coffee”)

was incorporated in the State of Florida in January 2018.

In July 2022, Reborn Coffee migrated from Florida to Delaware, and filed a certificate

of incorporation with the Secretary of State of the State of Delaware having the same capitalization structure as the Florida predecessor

Reborn has the following wholly owned subsidiaries:

Reborn Global Holdings, Inc.

(“Reborn Holdings”), a California Corporation incorporated in November 2014.

Reborn Holdings is engaged in the operation of wholesale distribution and retail coffee stores in California to sell a variety of coffee, tea, Reborn brand name water and other beverages along with bakery and dessert products.

Reborn Coffee Franchise, LLC (the “Reborn Coffee Franchise”), a California limited liability corporation formed in December 2020, is a franchisor providing premier roaster specialty coffee to franchisees or customers.

Reborn Coffee Franchise continues to develop the Reborn Coffee system for the establishment and operation of Reborn Coffee stores using one or more Reborn Coffee marks.

Reborn Coffee Franchise does not have any franchisee as of December 31, 2024.

Reborn Realty, LLC (the “Reborn Realty”), a California limited liability corporation formed in March 2023, is an entity which acquired a real property located at 596 Apollo Street, Brea, California.

Reborn Coffee Korea, Inc.

(the “Reborn Korea”) – a Korea corporation located in Daejeon, South Korea formed in October 2023, is a wholly owned subsidiary of Reborn Holdings with one retail coffee store under the brand name of Reborn Coffee.

Reborn Malaysia, Inc.

(the “Reborn Malaysia”) – a Malaysian corporation located in Kuala Lumpur, Malaysia formed in October 2023, is majority owned subsidiary, with 60% ownership, of Reborn Holdings with one retail coffee store under the brand name of Reborn Coffee.

Reborn Coffee, Inc., Reborn Global Holdings, Inc.,

Reborn Coffee Franchise, LLC, Reborn Realty, LLC, Reborn Korea and Reborn Malaysia will be collectively referred as the “Company”.

Reborn Coffee has the following wholly owned subsidiaries:

Global Holdings, Inc.

(“Reborn Holdings”) – a California corporation incorporated in

November 2014.

Reborn Holdings is engaged in the operation of wholesale distribution and retail coffee stores in California to sell a

variety of coffee, tea, Reborn brand name water and other beverages along with bakery and dessert products.

Coffee Franchise, LLC (“Reborn Coffee Franchise”) – a California limited liability company

formed in December 2020, is a franchisor providing premier roaster specialty coffee to franchisees or customers.

Reborn Coffee Franchise

continues to develop the :Reborn Coffee System” for the establishment and operation of Reborn Coffee stores using one or more Reborn

Coffee marks.

Reborn Coffee Franchise does not have any franchisees as of December 31, 2025.

Realty, LLC (“Reborn Realty”) – a California limited liability company formed in March

2023, is an entity which acquired a real property located at 596 Apollo Street, Brea, California.

● Reborn Logistics,

(the “Reborn Logistics”) – a California corporation

incorporated in September 2025.

Reborn Logistics provides trucking, transportation and logistics

Reborn holds a 51% interest in Reborn Logistics.

● Reborn Coffee

(“Reborn Korea”) – a Korea corporation

located in Daejeon, South Korea formed in October 2023, is a wholly owned subsidiary of Reborn

Malaysia, Inc.

(“Reborn Malaysia”) – a Malaysian corporation

located in Kuala Lumpur, Malaysia formed in October 2023, is majority owned subsidiary of

Reborn Holdings with one retail coffee store under the brand name of Reborn Coffee.

In this Report, “we,” “our,” “us,”

“Reborn,” and “the Company” refer to Reborn Coffee, Inc., together with its consolidated subsidiaries, unless

the context requires otherwise.

In August 2022, we consummated our initial public

offering (the “IPO”) of 1,440,000 shares of our common stock at a public offering price of $5.00 per share,

generating gross proceeds of $7,200,000.

Net proceeds from the IPO were approximately $6.2 million after deducting underwriting discounts

and commissions and other offering expenses of approximately $998,000.

We had granted the underwriters a 45-day option

to purchase up to 216,000 additional shares (equal to 15% of the shares of common stock sold in the offering) to cover over-allotments.

In addition, we had agreed to issue to the representative of the several underwriters warrants to purchase the number of shares of common

stock in the aggregate equal to five percent (5%) of the shares of common stock to be issued and sold in the IPO.

The warrants are exercisable

for a price per share equal to 125% of the public offering price.

No over-allotment option or representative’s warrants have been

On August 12, 2022, our common stock began trading

on the Nasdaq Capital Market under the symbol “REBN”.

offering (the “IPO”) and our common stock began trading on the Nasdaq Capital Market under the symbol “REBN”.

On January 12, 2024, we filed a Certificate of

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Except for our historical financial statements and unless otherwise stated, all option,

share, and per share information in this Annual Report on Form 10-K gives effect to the Reverse Stock Split.

share, and per share information in this Report gives effect to the Reverse Stock Split.

We are a high growth operator and franchisor of

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constant improvement in the coffee experience through exploration of new technology and premier service, guided by traditional brewing

We believe Reborn differentiates itself from other coffee roasters through its innovative techniques, including sourcing,

washing, roasting, and brewing our coffee beans with a balance of precision and craft.

We believe we differentiate ourselves from other coffee roasters through its innovative techniques, including sourcing, washing,

roasting, and brewing our coffee beans with a balance of precision and craft.

The source of coffee is pinnacle to specialty

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“Reborn Wash Process” is the key to creating the clean flavor of our coffee.

Our Wash Process is distinguished by the use of magnetized

water to wash our green coffee beans when they arrive at the Reborn facility, in order to extract impurities and enhance hydration before

the roasting process.

Magnetizing water is a process that converts the particles of water, which can naturally appear in various sizes,

into evenly sized particles.

As a result of this process, we believe that the water increases its hydration and ability to absorb into

organic material.

Our water is created through a water magnetizing device in which water is flowed through the device and magnetizes the

water on-site immediately prior to use.

The “Reborn Wash Process” is distinguished

by the use of magnetized water to wash our green coffee beans when they arrive at our facility, in order to extract impurities and enhance

hydration before the roasting process.

Magnetizing water is a process that converts the particles of water, which can naturally appear

in various sizes, into evenly sized particles.

As a result of this process, we believe that the water increases its hydration and ability

to absorb into organic material.

Our water is created through a water magnetizing device in which water is flowed through the device and

magnetizes the water on-site immediately prior to use.

After the wash, we roast our washed-green beans

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Other brew methods, such as an in-house pour over and drip coffee, are also available.

In 2015 Jay Kim, our Chief Executive Officer,

founded Reborn Coffee.

Kim and his team launched Reborn Coffee with the vision of using the finest pure ingredients and pristine water.

In 2015, Jay Kim, our Co-Chief Executive Officer, founded Reborn Coffee.

Kim and his team launched Reborn Coffee with the vision of

using the finest pure ingredients and pristine water.

We serve customers through our retail store locations in Southern California:

Brea, La Crescenta, Huntington Beach, Corona Del Mar, Laguna

Woods, Riverside, Manhattan Beach, Irvine, Diamond Bar and Anaheim.

In addition to the locations in the United States, we have two international

locations in South Korea and Malaysia.

As of December 31, 2024, all of our 12 locations

were company-operated.

La Crescenta, Corona Del Mar, Laguna Woods, Riverside, Manhattan Beach, Irvine, Diamond Bar and Anaheim.

In addition to the locations

in the United States, we have one international location in Malaysia.

As of December 31, 2025, all of our ten locations were Company (corporate)

The Experience, Reborn

As leading pioneers of the emerging “Fourth

Wave” movement, Reborn Coffee is redefining specialty coffee as an experience that demands much more than premium quality.

ourselves leaders of the “fourth wave” coffee movement because we are constantly developing our bean processing methods, researching

Wave” movement, we are redefining specialty coffee as an experience that demands much more than premium quality.

We consider ourselves

leaders of the “fourth wave” coffee movement because we are constantly developing our bean processing methods, researching

design concepts, and reinventing new ways of drinking coffee.

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We took the pour over drip concept

and made it available and affordable to the public through our Reborn Coffee Pour Over packs.

Our Pour Over Packs allow our consumers

to consume our specialty coffee outdoors and on-the-go.

and made it available and affordable to the public through our “Pour Over Packs”.

Our “Pour Over Packs” allow

our consumers to consume our specialty coffee outdoors and on-the-go.

Our success in innovating within the “Fourth

wave” coffee movement is measured by our success in B2B sales with our introduction of Reborn Coffee Pour Over Packs to hotels.

With the introduction of our Pour Over Packs to major hotels, our B2B sales increased as these companies recognized the convenience and

functionality our Pour Over Packs serve to their customers.

Reborn Coffee’s continuous Research and

Development is essential to developing new parameters in the production of new blends.

Our first place position in “America’s

Best Cold Brew” competition by Coffee Fest in 2017 in Portland and 2018 in Los Angeles is a testament to the way we believe we lead

the “fourth wave” movement by example.

Centered around its core values of service, trust,

and well-being, Reborn Coffee delivers an appreciation of coffee as both a science and an art.

Developing innovative processes such as

washing green coffee beans with magnetized water, we challenge traditional preparation methods by focusing on the relationship between

water chemistry, health, and flavor profile.

Leading research studies, testing brewing equipment, and refining roasting/brewing methods

to a specific, Reborn Coffee proactively distinguishes exceptional quality from good quality by starting at the foundation and paying

attention to the details.

Our mission places an equal emphasis on humanizing the coffee experience, delivering a fresh take on “farm-to-table”

by sourcing internationally.

In this way, Reborn Coffee creates opportunities to develop transparency by paying homage to origin stories

and spark new conversations by building cross-cultural communities united by a passion for the finest coffee.

Through a broad product offering, Reborn Coffee

provides customers with a wide variety of beverages and coffee options.

As a result, we believe we can capture share of any experience

where customers seek to consume great beverages whether in our inviting store atmospheres which are designed for comfort, or on the go

through our pour over packs, or at home with our whole bean ground coffee bags.

We believe that the retail coffee market in the US is

large and growing.

According to IBIS, in 2025, the retail market for coffee in the United States is expected to be $74.3 billion.

is expected to grow due to a shift in consumer preferences to premium coffee, including specialized blends, espresso-based beverages,

and cold brew options.

We aim to capture a growing portion of the market as we expand and increase consumer awareness of our brand.

Reborn Coffee focuses on three key features in

our branding:

“Introducing the Fourth Wave,” “America’s Best Cold Brew,” and our newly launched “Tea

and Bakery” concept.

These elements encapsulate the quality of the Reborn Coffee Process—from sourcing, washing, roasting,

and brewing coffee to our growing selection of handcrafted tea offerings and artisanal baked goods.

Wave” coffee movement is measured by our success in B2B sales with our introduction of our Pour Over Packs to hotels.

With the introduction

of our Pour Over Packs to major hotels, our B2B sales increased as these companies recognized the convenience and functionality our Pour

Over Packs serve to their customers.

Our continuous research and development is essential

to developing new parameters in the production of new blends.

Our first place position in “America’s Best Cold Brew”

competition by Coffee Fest in 2017 in Portland and 2018 in Los Angeles is a testament to the way we believe we lead the “fourth

wave” movement by example.

Centered around our core values of service, trust,

and well-being, we deliver an appreciation of coffee as both a science and an art.

Developing innovative processes such as washing green

coffee beans with magnetized water, we challenge traditional preparation methods by focusing on the relationship between water chemistry,

health, and flavor profile.

Through leading research studies, testing brewing equipment, and refining roasting/brewing methods, we proactively

distinguish exceptional quality from good quality by starting at the foundation and paying attention to the details.

Our mission places

an equal emphasis on humanizing the coffee experience, delivering a fresh take on “farm-to-table” by sourcing internationally.

In this way, we create opportunities to develop transparency by paying homage to origin stories and spark new conversations by building

cross-cultural communities united by a passion for the finest coffee.

Through a broad product offering, we provide customers

with a wide variety of beverages and coffee options.

As a result, we believe we can capture share of any experience where customers seek

to consume great beverages whether in our inviting store atmospheres which are designed for comfort, or on the go through our pour over

packs, or at home with our whole bean ground coffee bags.

We believe that the retail coffee market in the US is large and growing.

to IBIS, in 2025, the retail market for coffee in the United States is expected to be $74.3 billion.

This is expected to grow due to a

shift in consumer preferences to premium coffee, including specialized blends, espresso-based beverages, and cold brew options.

to capture a growing portion of the market as we expand and increase consumer awareness of our brand.

We focus on three key features in our branding:

“Introducing the Fourth Wave,” “America’s Best Cold Brew,” and our “Tea and Bakery” concept.

These elements encapsulate the quality of the “Reborn Coffee Process” — from sourcing, washing, roasting, and brewing

coffee to our growing selection of handcrafted tea offerings and artisanal baked goods.

The addition of premium teas and bakery products

complements our coffee program and expands the Reborn experience into a more complete and versatile lifestyle brand.

Whether customers

visit us for a specialty pour over, a matcha latte, or a fresh pastry, the Reborn brand aims to deliver a moment of rejuvenation and enjoyment.

The Reborn Coffee brand is essential to our marketing

strategy, as it allows us to stand out compared to our competitors.

All of our products aim to make customers feel “reborn”

through quality, service, and innovation.

complements our coffee program and expands the our experience into a more complete and versatile lifestyle brand.

Whether customers visit

us for a specialty pour over, a matcha latte, or a fresh pastry, our brand aims to deliver a moment of rejuvenation and enjoyment.

Our brand is essential to our marketing strategy,

as it allows us to stand out compared to our competitors.

All of our products aim to make customers feel “reborn” through

quality, service, and innovation.

Our Menu and Products

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Our Retail Locations

Reborn Coffee is built upon superior customer

service, convenience and a modern experience as well as safe, clean and well-maintained stores that reflect the personalities of the communities

in which they operate, thereby building a high degree of customer loyalty.

Our strategy for expanding our retail business is to increase

our category share in an aggressive manner, by opening additional stores in new and existing markets, as well as increasing sales in existing

Store growth in specific existing markets will vary due to many factors, including expected financial returns, the maturity of

the market, economic conditions, consumer behavior and local business practices.

Our highly efficient retail locations and kiosks place

a premium on customer convenience without sacrificing the personal experience.

Our new retail locations are typically 800 to 1,500 square

feet and are located in shopping plazas in upscale areas.

We strategically position our new locations in areas where large-chain coffee

locations have moved out, creating an opportunity for us to remodel a purpose-built coffee retail store.

In this way, we are able to open

quickly in high traffic areas with established local demand for coffee, ensuring a customer base we can convert into Reborn Coffee customers

by offering a specialty coffee experience that wasn’t previously available.

Our locations feature patios, contemporary design, and

inviting atmospheres for socialization, study, and work.

Reborn Coffee is built upon superior customer

service, convenience, and a modern customer experience, as well as safe, clean, and well-maintained stores that reflect the personalities

of the communities in which they operate, thereby building a high degree of customer loyalty.

Our strategy for expanding our retail business

is to aggressively increase our market share by opening additional stores in both new and existing markets, while also driving sales growth

at our current locations.

The pace of store development in each market is guided by factors such as expected financial returns, market

maturity, economic conditions, consumer trends, and local business environments.

We are built upon superior customer service, convenience and a modern

experience as well as safe, clean and well-maintained stores that reflect the personalities of the communities in which they operate,

thereby building a high degree of customer loyalty.

Our strategy for expanding our retail business is to increase our category share in

an aggressive manner, by opening additional stores in new and existing markets, as well as increasing sales in existing stores.

of store development in each market is guided by factors such as expected financial returns, market maturity, economic conditions, consumer

trends, and local business environments.

Our highly efficient retail locations and kiosks place a premium on customer convenience without

sacrificing the personal experience.

Our retail locations are typically 800 to 1,500 square feet and are located in shopping plazas in

upscale areas.

We strategically position our new locations in areas where large-chain coffee locations have moved out, creating an opportunity

for us to remodel a purpose-built coffee retail store.

In this way, we are able to open quickly in high traffic areas with established

local demand for coffee, ensuring a customer base we can convert into our customers by offering a specialty coffee experience that was

not previously available.

Our locations feature patios, contemporary design, and inviting atmospheres for socialization, study, and work.

Our highly efficient retail stores and kiosks

prioritize customer convenience without sacrificing personalization or quality.

Most new locations are between 800 to 1,500 square feet

and situated in upscale shopping plazas or key urban centers.

We often target spaces vacated by larger national coffee chains, enabling

us to remodel purpose-built stores and open quickly in high-traffic areas with pre-existing demand.

These strategic decisions support

customer conversion by delivering a specialty coffee experience that was previously unavailable in the area.

In addition to coffee, we are rolling out a Tea

and Bakery concept that integrates seamlessly with our retail footprint, enhancing dwell time, increasing average ticket size, and diversifying

our product mix.

Our stores feature patios, modern design, and

inviting interiors that encourage customers to socialize, study, or work.

As of December 31, 2024, we operated 12 corporate-owned retail

locations across California.

Most locations are between 800 to 1,500 square feet and

situated in upscale shopping plazas or key urban centers.

We often target spaces vacated by larger national coffee chains, enabling us

to remodel purpose-built stores and open quickly in high-traffic areas with pre-existing demand.

These strategic decisions support customer

conversion by delivering a specialty coffee experience that was previously unavailable in the area.

In addition to coffee, we have rolled out a “Tea

and Bakery” concept that integrates seamlessly with our retail footprint, enhancing dwell time, increasing average ticket size,

and diversifying our product mix.

Our stores feature patios, modern design, and inviting interiors that

encourage customers to socialize, study, or work.

As of December 31, 2025, we operated nine corporate-owned retail locations across California,

and one location in Malaysia.

Franchise Operations

In January 2021, we formed Reborn Coffee Franchise

LLC in the State of California in order to begin franchising Reborn Coffee retail stores and kiosks.

We plan to charge future franchisees

a non-refundable franchise fee and certain marketing and royalty fees based on gross sales, however we presently have no contractual commitments

or other agreements to do so.

We expect to begin franchise sales in 2025.

We believe that our team’s prior experience building a

large, global foodservice business will allow us to rapidly scale our future franchise effort.

In addition, we have formed a franchise

council consisting of a team of franchise experts to advise us.

We plan to expand beyond California to additional states to create a national

and global presence.

We formed Reborn Coffee Franchise in order to

begin franchising our retail stores and kiosks.

We plan to charge future franchisees a non-refundable franchise fee and certain marketing

and royalty fees based on gross sales, however we presently have no contractual commitments or other agreements to do so.

begin franchise sales in 2026.

We believe that our team’s prior experience building a large, global foodservice business will allow

us to rapidly scale our future franchise effort.

In addition, we have formed a franchise council consisting of a team of franchise experts

to advise us.

We plan to expand beyond California to additional states to create a national and global presence.

Expanding Sales Channels

Today, we sell a variety of our coffee and tea

products through both enterprise (B2B) and direct-to-consumer (DTC) channels.

Our B2B efforts focus on supplying premium coffee and tea

products to hotels, offices, and hospitality groups.

In 2024, we expanded our partnerships with hotel operators nationwide, enhancing

brand presence in the hospitality sector through bulk ordering and custom offerings like pour over packs and cold brew.

Today, we sell a variety of our coffee and tea products through both

enterprise (B2B) and direct-to-consumer (DTC) channels.

Our B2B efforts focus on supplying premium coffee and tea products to hotels,

offices, and hospitality groups.

In 2025, we expanded our partnerships with hotel operators nationwide, enhancing brand presence in the

hospitality sector through bulk ordering and custom offerings like pour over packs and cold brew.

On the consumer side, we have significantly expanded

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further scale both B2B and DTC distribution, supported by targeted ad campaigns, customized B2B outreach, and expanded fulfillment capabilities.

Reborn Coffee is in the early stages of rapid

growth as we strategically expand our footprint in existing markets and enter new markets.

In the future, Reborn Coffee plans to expand

across the country with new retail locations to share the quality of our specialty coffee.

Reborn Coffee aims to also engage in the sales

of future franchises to propel a new innovated wave in the coffee industry called “The Fourth Wave.” Reborn Coffee will continue

to innovate in the coffee industry by making the industry more personal to our consumers, future franchisees, and employees.

will be achieved through the continued innovation in our products, sourcing directly from farms, and giving customers choices in how their

coffee is served to them.

As Reborn Coffee expands, we hope to show the world that expanding in volume and size does not diminish the

quality and personal element that is instilled in the coffee industry.

We are in the early stages of rapid growth as

we strategically expand our footprint in existing markets and enter new markets.

In the future, we plan to expand across the country with

new retail locations to share the quality of our specialty coffee.

We aim to also engage in the sales of future franchises to propel a

new innovated wave in the coffee industry called “The Fourth Wave.” We will continue to innovate in the coffee industry by

making the industry more personal to our consumers, future franchisees, and employees.

This goal will be achieved through the continued

innovation in our products, sourcing directly from farms, and giving customers choices in how their coffee is served to them.

As we expand,

we hope to show the world that expanding in volume and size does not diminish the quality and personal element that is instilled in the

coffee industry.

Since our founding, we have focused on delivering:

Reborn Coffee sources the highest quality whole beans globally.

We meet with coffee farmers, test coffee bean samples, and roast the beans in our headquarters in Southern California.

Reborn Coffee provides the highest quality service to our customers.

We pride ourselves on training our baristas and improving their knowledge of the art of coffee, which in turn allows us to deliver outstanding products and service to our customers.

Reborn Coffee is a leader in the “Fourth Wave” premium coffee movement.

We introduced our premium pour over pack coffee in 2017 and continue to innovate, recently introducing our unique cold brew system into our retail stores.

We source the highest quality whole beans globally.

We meet with coffee farmers, test coffee bean samples, and roast the beans in our

headquarters in Southern California.

We provide the highest quality service to our customers.

We pride ourselves on training our baristas and improving their knowledge of

the art of coffee, which in turn allows us to deliver outstanding products and service to our customers.

● Innovation.

We are a leader in the “Fourth Wave” premium coffee movement.

We introduced our premium pour over pack coffee in 2017 and

continue to innovate, recently introducing our unique cold brew system into our retail stores.

Experienced Leadership Team

Our relentless commitment to excellence is driven

by our passionate management team under the leadership of Founder and Chief Executive Officer Jay Kim.

Jay launched Reborn Coffee with

the vision to provide the best coffee using the purest ingredients.

Jay is focused on the expansion of Reborn and he has surrounded himself

with leaders with direct experience in beverage and retail.

Stephan Kim, our Chief Financial Officer, has 20 years of experience in public

accounting and consulting.

Other members of our executive leadership team bring high growth, franchise and sector expertise.

by our passionate management team under the leadership of our Co-Chief Executive Officers Jay Kim and Jung Jae Lim.

Jay Kim launched Reborn

Coffee with the vision to provide the best coffee using the purest ingredients.

Jay is focused on the expansion of our company and he

has surrounded himself with leaders with direct experience in beverage and retail.

Jung Jae Lim has served as Co-Chief Executive Officer

since March 2026.

Lim brings more than 20 years of leadership experience in logistics and supply chain management, with a background

overseeing large-scale operations, multi-node distribution networks, and end-to-end supply chain execution across multiple sectors.

Lim will focus on strengthening our operational foundation by leading initiatives across logistics, transportation, and supply chain management,

including optimizing distribution capabilities, improving service reliability and cost efficiency, and supporting our expansion through

enterprise partnerships and scalable operating infrastructure.

Other members of our executive leadership team bring high growth, franchise

and sector expertise.

Our Commitment to Our Team

Reborn Coffee believes in mentoring the developing

the next generation of premium coffee baristas.

Through our in-depth training, we aim to train dedicated employees who understand science

and art behind every cup of coffee.

We also expect to form a training school specializing in creating passionate baristas, coffee connoisseurs,

and future franchisee by educating its students about coffee processes and preparation methods.

The efforts for the training school are

underway and we expect to launch the program in 2025.

We believe in mentoring the developing the next generation of premium

coffee baristas.

Through our in-depth training, we aim to train dedicated employees who understand science and art behind every cup of

We also expect to form a training school specializing in creating passionate baristas, coffee connoisseurs, and future franchisee

by educating its students about coffee processes and preparation methods.

The efforts for the training school are underway and we expect

to launch the program in 2026.

Our Highly Engaged Customers

Reborn Coffee customers are loyal to our brand

due to our intense focus on premium coffee and customer service.

Community engagement is another essential element of Reborn Coffee’s

in-person marketing strategy.

Reborn hosts on-site engagements, such as event sponsorships, and engages with local Chambers of Commerce.

Previously, we have worked with Lululemon to host yoga sessions outside of our retail locations, creatively engaging the community while

simultaneously promoting Reborn as an active lifestyle.

We have also hosted pop-up locations on the Facebook campus, further expanding

our outreach and introducing our brand name to different communities.

We further engage with the community by organizing our own latte

art competitions, in which baristas can compete for prizes and customers in the audience can witness the competitive passion Reborn Coffee

Our customers are loyal to our brand due to our

intense focus on premium coffee and customer service.

Community engagement is another essential element of our in-person marketing strategy.

We host on-site engagements, such as event sponsorships, and engage with local Chambers of Commerce.

Previously, we have worked with Lululemon

to host yoga sessions outside of our retail locations, creatively engaging the community while simultaneously promoting “Reborn

Coffee” as an active lifestyle.

We have also hosted pop-up locations on the Facebook campus, further expanding our outreach and

introducing our brand name to different communities.

We further engage with the community by organizing our own latte art competitions,

in which baristas can compete for prizes and customers in the audience can witness the competitive passion we encompass.

Digital Channels

Reborn Coffee focuses on many digital channels

in its marketing strategy.

Social media is an important leg that creates engagement and education of Reborn Coffee’s brand.

primarily engage the brand on Instagram, where we host giveaways, share new store openings, and promote seasonal menus.

Through our unique,

modern aesthetic and intense focus on high-quality coffee, we are able to share the quality and essence of Reborn Coffee on display inside

of our retail locations with existing and future customers on social media platforms.

We focus on many digital channels in our marketing

Social media is an important leg that creates engagement and education of our brand.

Customers primarily engage the brand on

Instagram, where we host giveaways, share new store openings, and promote seasonal menus.

Through our unique, modern aesthetic and intense

focus on high-quality coffee, we are able to share the quality and essence of Reborn Coffee on display inside of our retail locations

with existing and future customers on social media platforms.

For both the in-store café channel and

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Yelp advertising

is also used to engage local customers and tourists who visit specific areas where Reborn Coffee retail locations are located.

is also used to engage local customers and tourists who visit specific areas where our retail locations are located.

In-Person Marketing Engagement

Engaging customers in-store with a marketing plan

is essential for customer retention and new customer generation.

Reborn Coffee’s customer loyalty program provides free drinks for

every 10 drinks purchased.

Additionally, store customers may participate in promotional deals, especially during the holidays and new

item releases, to try new innovative items created in-house.

We also offer coffee samples of our pour over packs as well as new beans

to our retail location customers.

The distribution of coffee samples has expanded customers’ knowledge of our products and led to

increased contributions to whole bean sales.

Reborn Coffee locations are located in heavily

trafficked areas as well as popular malls.

Engaging customers in-store with a marketing plan is essential for

customer retention and new customer generation.

Our customer loyalty program provides free drinks for every ten drinks purchased.

Additionally,

store customers may participate in promotional deals, especially during the holidays and new item releases, to try new innovative items

created in-house.

We also offer coffee samples of our pour over packs as well as new beans to our retail location customers.

The distribution

of coffee samples has expanded customers’ knowledge of our products and led to increased contributions to whole bean sales.

Our locations are located in heavily trafficked

areas as well as popular malls.

As such, the potential for marketing and branding is very high in these locations.

and promotional deals with giveaways are essential to attracting new customers.

Signage and promotional

deals with giveaways are essential to attracting new customers.

Our Growth Strategies

Corporate and Franchise Expansion

Reborn Coffee plans to expand across the Unites

States with company operated locations and franchise locations to share the quality of specialty coffee.

Reborn Coffee aims to accelerate

our growth through our franchise program.

Reborn Coffee will continue to innovate in the coffee industry by making the industry more personal

to the consumers, prospective franchisees, and employees.

This goal will be achieved through the continued innovation in our products,

sourcing directly from farms, and giving customers choices in how their coffee is served to them.

As Reborn expands, we hope to show the

world that expanding in volume and size does not diminish the quality and personal element that is instilled in the coffee industry.

We plan to expand across the Unites States with

company operated locations and franchise locations to share the quality of specialty coffee.

We aim to accelerate our growth through our

franchise program.

We will continue to innovate in the coffee industry by making the industry more personal to the consumers, prospective

franchisees, and employees.

This goal will be achieved through the continued innovation in our products, sourcing directly from farms,

and giving customers choices in how their coffee is served to them.

As we expand, we hope to show the world that expanding in volume and

size does not diminish the quality and personal element that is instilled in the coffee industry.

We have started to scale our logistics and supply

2 unchanged sentences

goods supplies, including an emphasis on eco-friendly products.

Reborn Coffee products are unique given their

potential to engage with business partners for large wholesale orders.

Currently, Reborn Coffee builds strong relationships with hotel

management companies within California and out-of-state.

We currently work with several hotels, providing pour over packs and cold brew

packs to cater to their customer needs.

Reborn Coffee plans to continue growing its B2B marketing and sales strategy through active outreach

and advertising to potential partners.

We believe that access to large-scale distribution channels such as hotels increases consumer awareness

of our brand while providing us access to large enterprise customers.

Gift giving comprises a large percentage of winter B2B sales at

Reborn Coffee.

During the holidays, Reborn Coffee’s B2B marketing strategy focuses on targeting companies, and specific teams within

companies, that are seeking to provide end-of-the-year gifts to their clients and customers.

Reborn Coffee provides customized gift sets

to each customer’s needs.

Word-of-mouth marketing has grown our B2B holiday gift giving accounts greatly, forging opportunities

to have worked with companies like Google to provide gift sets for their clients.

Reborn Coffee plans to expand not only by growing its

retail location footprint, but also through the development of more hotel partnerships, expansion into grocery stores and markets, and

expansion of our e-commerce and wholesale.

Reborn Coffee believes the grocery market is another

major channel through which we expect to access.

Our products are unique given their potential

to engage with business partners for large wholesale orders.

Currently, we build strong relationships with hotel management companies

within California and out-of-state.

We currently work with several hotels, providing pour over packs and cold brew packs to cater to their

customer needs.

We plan to continue growing our B2B marketing and sales strategy through active outreach and advertising to potential

We believe that access to large-scale distribution channels such as hotels increases consumer awareness of our brand while providing

us access to large enterprise customers.

Gift giving comprises a large percentage of winter B2B sales at Reborn Coffee.

During the holidays,

our B2B marketing strategy focuses on targeting companies, and specific teams within companies, that are seeking to provide end-of-the-year

gifts to their clients and customers.

We provide customized gift sets to each customer’s needs.

Word-of-mouth marketing has grown

our B2B holiday gift giving accounts greatly, forging opportunities to have worked with companies like Google to provide gift sets for

their clients.

We plan to expand not only by growing our retail location footprint, but also through the development of more hotel partnerships,

expansion into grocery stores and markets, and expansion of our e-commerce and wholesale.

We believe the grocery market is another major

channel through which we expect to access.

Through both bulk sales of roasted beans and in-store kiosks, as well sales of pre-packaged

products, Reborn Coffee will access customers who purchase both in volume and for those customers looking for a handcrafted beverage during

their in-store shopping experience.

products, we will access customers who purchase both in volume and for those customers looking for a handcrafted beverage during their

in-store shopping experience.

Corporate Information

3 unchanged sentences

Our website address is http://www.reborncoffee.com.

contained on, or that can be accessed through, our website is not incorporated by reference into this Annual Report on Form 10-K, and

you should not consider information on our website to be part of this Annual Report on Form 10-K.

contained on, or that can be accessed through, our website is not incorporated by reference into this Report, and you should not consider

information on our website to be part of this Report.

Compared sentence by sentence after normalising whitespace, quotation marks, case and digits, so re-formatting and restated figures do not read as changed language. Wording changes appear as one removal and one addition. The current filing and the prior one are authoritative.

What changed 10-K

Item 1. Business