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HEARD ON THE BEAT / RESTAURANTS

Diedrich Gets in Where Few Could: Cannes

May 04, 1999|GREG HERNANDEZ | Greg Hernandez covers the restaurant industry for The Times. He can be reached at (714) 966-5989 and at greg.hernandez@latimes.com

This month's Cannes Film Festival will have its usual plethora of glamorous stars and movie premieres, but one of filmdom's most popular events will also have another new feature: Diedrich Coffee.

The Irvine-based company has been selected to serve its products inside the American Pavilion, a communications and hospitality center used by movie industry executives, filmmakers and fans who attend the festival, which begins May 12.

"In France, it's hard to get anything but espresso," said Catherine Saar, vice president of marketing for the company. "So if someone wants a good cup of Joe, we'll be there."

Saar said the film festival arrangement is Diedrich's "first international recognition." Diedrich operates 35 coffeehouses in California, Colorado and Texas.

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