WILLIAM GREENBERG JR DESSERTS & CAFES INC
10QSB, 1996-05-20
BAKERY PRODUCTS
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                     U.S. SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                   FORM 10-QSB

                QUARTERLY REPORT UNDER SECTION 13 OR 15(d) OF THE
                         SECURITIES EXCHANGE ACT OF 1934

                  For the quarterly period ended March 31, 1996

                         Commission File Number 1-13984

                 WILLIAM GREENBERG JR. DESSERTS AND CAFES, INC.
        (Exact name of small business issuer as specified in its charter)

         New York                                                 13-3832215
(State of other jurisdiction                                  (I.R.S. Employer
     of incorporation)                                       Identification No.)

                               533 W. 47th Street
                               New York, NY 10036
                    (Address of principal executive offices)

                                 (212) 586-7600
                           (Issuer's telephone number)

Check whether the issuer (1) has filed all reports required to be filed by
Section 13 or 15(d) of the Securities Exchange Act of 1934 during the past 12
months (or such shorter period that the registrant was required to file such
reports), and (2) has been subject to such filing requirements for the past 90
days.

                                Yes   X     No ______

State the number of shares outstanding of each of the issuer's classes of common
stock, as of the latest practicable date: As of May 15, 1996, there were
2,560,000 shares of common stock, par value $.001 per share, outstanding.


<PAGE>



                  WILLIAM GREENBERG JR. DESSERT AND CAFES, INC.

                      FIRST QUARTER REPORT ON FORM 10-QSB



                                TABLE OF CONTENTS

                                                                        Page No.

PART I. FINANCIAL INFORMATION

        Item 1.  Financial Statements .................................      3



        Item 2.  Management's Discussion and Analysis .................     10

                                     2 of 17


<PAGE>



                 WILLIAM GREENBERG JR. DESSERTS AND CAFES, INC.

                                 BALANCE SHEETS
                                   (Unaudited)

                                   A S S E T S

                                                        March 31,   December 31,
                                                          1996          1995
                                                      -----------   -----------
Current assets:
   Cash and cash equivalents                          $ 1,371,451   $ 2,169,999
   Accounts receivable, net of allowance
      for doubtful accounts of $18,500                    133,541       222,623
   Inventory                                              150,125        91,631
   Prepaid expenses and other current assets              127,125       100,532
                                                      -----------   -----------
            Total current assets                        1,782,242     2,584,785
                                                      -----------   -----------

Property and equipment, at cost, less
   accumulated depreciation and amortization
   of $58,711 and $37,702, respectively                 1,791,138     1,477,062
                                                      -----------   -----------

Other assets:
   Covenant not to compete                                106,250       112,500
   Goodwill                                               887,490       903,060
   Security deposits                                      113,772        77,772
                                                      -----------   -----------
            Total other assets                          1,107,512     1,093,332
                                                      -----------   -----------

                                                      $ 4,680,892   $ 5,155,179
                                                      ===========   ===========


                             LIABILITIES AND EQUITY

Current liabilities:
   Accounts payable                                   $   392,005   $   387,630
   Accrued expenses and other current liabilities         128,400        64,240
                                                      -----------   -----------
            Total current liabilities                     520,405       451,870
                                                      -----------   -----------

Deferred rent                                              31,484        23,207
                                                      -----------   -----------

Commitments and contingencies                                --            --

Stockholders' equity:
   Preferred stock - $.001 par value
      Authorized - 2,000,000 shares
      Issued  - none
   Common stock - $.001 par value
      Authorized - 10,000,000 shares

      Issued and outstanding - 2,560,000 shares             2,560         2,560
   Additional paid-in capital                           6,597,342     6,597,342
   Accumulated deficit                                 (2,470,899)   (1,919,800)
                                                      -----------   -----------
            Total stockholders' equity                  4,129,003     4,680,102
                                                      -----------   -----------

                                                      $ 4,680,892   $ 5,155,179
                                                      ===========   ===========

                                     3 of 17


<PAGE>



                 WILLIAM GREENBERG JR. DESSERTS AND CAFES, INC.

                            STATEMENTS OF OPERATIONS
                                   (Unaudited)

                                                           For the Three
                                                            Months Ended
                                                             March 31,
                                                    ---------------------------
                                                        1996           1995
                                                    -----------     -----------
Net sales                                           $   825,790     $      --
                                                    -----------     -----------

Cost and expenses:

   Cost of sales                                        605,634            --
   Selling and administrative expenses                  800,339          19,613
                                                    -----------     -----------
Total cost and expenses                               1,405,973          19,613
                                                    -----------     -----------

Loss from operations                                   (580,183)        (19,613)

Other income:

   Interest income                                       29,084            --
                                                    -----------     -----------

Net loss                                               (551,099)        (19,613)

Accumulated deficit at beginning of period           (1,919,800)        (58,579)
                                                    -----------     -----------

Accumulated deficit at end of period                ($2,470,899)    ($   78,192)
                                                    ===========     ===========


Net loss per common share                                  (.20)    ($      .02)
                                                    ===========     ===========


Weighted average number of

   common shares outstanding                          2,723,404       1,170,000
                                                    ===========     ===========

                                     4 of 17


<PAGE>



                 WILLIAM GREENBERG JR. DESSERTS AND CAFES, INC.

                            STATEMENTS OF CASH FLOWS
                                   (Unaudited)
<TABLE>
<CAPTION>
                                                                 For the Three
                                                                 Months Ended
                                                                   March 31,
                                                          --------------------------
                                                              1996           1995
                                                          -----------    -----------
<S>                                                       <C>            <C>         
Cash flows from operating activities:
   Net loss                                               ($  551,099)   ($   19,613)
                                                          -----------    -----------
   Adjustments to reconcile net loss to net
         cash used in operating activities:
      Depreciation and amortization                            42,829           --
      Deferred rent                                             8,277           --
      Increase (decrease) in cash flows as
            a result of changes in asset and
            liability account balances:
         Accounts receivable                                   89,082           --
         Inventory                                            (58,494)          --
         Prepaid expenses and other current assets            (26,593)          --
         Security deposits                                    (36,000)          --
         Accounts payable                                       4,375           --
         Accrued expenses and other current liabilities        64,160           --
                                                          -----------    -----------
   Total adjustments                                           87,636           --
                                                          -----------    -----------

Net cash used in operating activities                        (463,463)       (19,613)
                                                          -----------    -----------

Cash flows used in investing activities:
   Capital expenditures                                      (335,085)          --
                                                          -----------    -----------

Cash flows provided by financing activities:
   Increase in amount due officer/stockholder                    --           19,613
                                                          -----------    -----------

Net decrease in cash and cash equivalents                    (798,548)          --

Cash and cash equivalents at beginning of period            2,169,999           --
                                                          -----------    -----------

Cash and cash equivalents at end of period                $ 1,371,451             $-
                                                          ===========    ===========


Supplemental Information:

   Cash payments for the period:

      Interest expense                                    $      --      $      --
                                                          ===========    ===========

      Income taxes                                        $    10,079    $      --
                                                          ===========    ===========
</TABLE>

                                     5 of 17


<PAGE>



                 WILLIAM GREENBERG JR. DESSERTS AND CAFES, INC.

                     NOTES TO CONDENSED FINANCIAL STATEMENTS

                   THREE MONTHS ENDED MARCH 31, 1996 AND 1995
                                   (Unaudited)

NOTE 1 -   PREPARATION OF UNAUDITED FINANCIAL STATEMENTS.

               William Greenberg Jr. Desserts and Cafes, Inc. (the "Company")
          was incorporated in the State of New York on November 12, 1993 as CIP,
          Inc. On August 23, 1994, its name was changed to Desserts and Cafes,
          Inc. and in August 1995, its name was changed to William Greenberg Jr.
          Desserts and Cafes, Inc. Since its inception through July 10, 1995,
          the Company was a development stage company and did not generate any
          revenues and did not carry on any significant operations. Management's
          efforts were directed toward the development and implementation of a
          plan to generate sufficient revenues in the bakery industry to cover
          all of its present and future costs and expenses. On July 10, 1995,
          the Company acquired the net operating assets of Greenberg Dessert
          Associates Limited Partnership ("Greenberg's-L.P.") at which time the
          Company commenced operations and ceased being a development stage
          enterprise. The deficit accumulated during the development stage
          aggregated $100,112.

               In the opinion of the Company, the accompanying unaudited
          condensed financial statements contain all adjustments (consisting of
          only normal recurring accruals) necessary to present fairly the
          financial position as of March 31, 1996 and the results of operations
          for the three month periods ended March 31, 1996 and 1995 and of cash
          flows for the three months ended March 31, 1996 and 1995. The results
          of operations for the three months ended March 31, 1996 are not
          necessarily indicative of results that may be expected for any other
          interim period or for the full year.

               These financial statements should be read in conjunction with the
          financial statements and notes thereto for the year ended December 31,
          1995 appearing in the Company's Annual Report on Form 10-KSB for the
          year then ended.

                                     6 of 17


<PAGE>







NOTE 2 -  ACQUISITION OF GREENBERG DESSERT ASSOCIATES LIMITED PARTNERSHIP.

               On June 2, 1995, the Company entered into an agreement to
          purchase the operating assets (net of $155,700 in assumed
          liabilities), properties and rights of Greenberg's-L.P. for
          $2,000,000, consisting of $1,967,300 in cash and a promissory note in
          the amount of $32,700 ("the Acquisition"). The Acquisition, which was
          consummated on July 10, 1995, was accounted for as a purchase. The
          excess of the purchase price over the value of the net assets acquired
          was recorded as goodwill. In addition, the Company incurred legal fees
          of $26,000, which related to the Acquisition. 

               Assuming the operating assets of Greenberg's-L.P. had been 
          acquired at January 1, 1995, the results of operations on a proforma
          basis for the three months ended March 31, 1995 would have been as 
          follows:

                            Net sales                                 $ 685,572
                            
                            Cost of sales                               440,111
                            Selling, general and
                              administrative expenses                   517,951
                            
                            Depreciation and
                              amortization expenses                      13,069
                                                                      ---------
                                                                        971,131
                                                                      ---------
                            Loss from operations                       (285,559)
                            Interest expense                             (4,070)
                                                                      ---------
                            
                            Net loss                                  ($289,629)
                                                                      =========

NOTE 3 -  PROPERTY AND EQUIPMENT.

                         Property and equipment at March 31, 1996 consist of:

                            Furniture and fixtures                   $   81,276
                            Equipment                                   599,401
                            Leasehold improvements                      951,710
                            Construction in progress                    217,462
                                                                     ----------
                                                                      1,849,849
                                                                     ----------
                            Less:  Accumulated depreciation              58,711
                                                                     ----------
                                                                     $1,791,138
                                                                     ==========

                                     7 of 17


<PAGE>



NOTE 4 -  SEGMENT INFORMATION.

               The Company's operations are classified into two segments, retail
          and wholesale. The following is a summary of segmented information as
          of March 31, 1996 and for the three month period ended March 31, 1996
          (actual) and March 31, 1995 (on a proforma basis which reflects the 
          purchase of the business of Greenberg's-L.P. as if it had accrued on
          January 1, 1994):

                                                          For the Three
                                                          Months Ended
                                                            March 31,
                                                   -----------------------------
                                                     1996               1995
                                                   ---------          ---------
                                                    (Actual)          (Proforma)

                  Operating data:
                    Net sales:
                      Retail                       $ 574,966          $ 498,781
                      Wholesale                      250,824            186,791
                                                   ---------          ---------
                                                     825,790            685,572
                                                   ---------          ---------
                  
                  Loss from operations:
                    Retail                          (373,809)          (215,849)
                    Wholesale                       (206,374)           (69,710)
                                                   ---------          ---------
                                                    (580,183)          (285,559)
                  Less:  General corporate
                           income (expense)           29,084             (4,070)
                                                   ---------          ---------
                  
                  Net loss                         ($551,099)         ($289,629)
                                                   =========          =========
                  

                  Balance sheet data:

                                                    As of
                                                  March 31,
                                                    1996
                                                 ----------
                    Identifiable assets:
                      Retail                     $1,379,521
                      Wholesale                     606,183
                                                 ----------
                                                  1,985,704

                      General corporate assets    2,695,188
                                                 ----------
                    Total assets                 $4,680,892
                                                 ==========

NOTE 5 -  STOCKHOLDERS' EQUITY.

          (a) Per Share Data:

               Net loss per share for the three months ended March 31, 1996 was
          computed by the weighted average number of shares outstanding during
          the period and the assumed conversion of a warrant issued in
          connection with the financing for the Acquisition into 163,404 shares
          of common stock.

               Net loss per share for the three months ended March 31, 1995 was
          computed by the weighted average number of shares outstanding during
          the period.

                                     8 of 17


<PAGE>







NOTE 5 -  STOCKHOLDERS' EQUITY.  (Continued)

          (b) Stock Options:

               On January 13, 1996, stock options to purchase up to 20,000
          shares of the Company's common stock were issued to a consultant
          and are exercisable at $5.50 per share for a two year period as 
          follows:

          (i)  Options to purchase 5,000 shares of the Company's common stock
               are immediately exercisable.

          (ii) Options to purchase the additional 15,000 shares of the Company's
               common stock are exercisable in increments of 5,000 shares at
               such time as the closing price of the Company's common stock as
               reported by Nasdaq is $7.50, $9.00 and $10.50 per share,
               respectively.

          (c) Common Stock:

               In March 1996, the Company's former Chairman Willa Rose Abramson
          pledged 400,000 common shares of the Company to a third party as
          collateral for a loan made to her spouse. The loan matures in March
          1997.

NOTE 7 -  CONSULTING AGREEMENT.

               On January 13, 1996, the Company entered into a consulting
          agreement with an unrelated party to provide financial public
          relations services for a period of two years at a monthly fee of
          $2,500 and an option to purchase 20,000 shares of the Company's
          common stock (see Note 6). The agreement may be terminated by either 
          party thereto upon thirty days notice prior to the expiration of the 
          first six months of the agreement.

NOTE 8 -  SUBSEQUENT EVENT.

               Effective April 15, 1996, Ms. Abramson resigned as a member of
          the Board of Directors and from the offices of Chairman of the Board,
          Chief Financial Officer and Secretary and pursuant to the terms of an
          agreement between the Company and Ms. Abramson, the Company has agreed
          to continue to pay Ms. Abramson her salary and benefits at their
          current levels for a period of up to 16 months.

                                     9 of 17


<PAGE>




ITEM 2 -  MANAGEMENT'S DISCUSSION AND ANALYSIS OF
          FINANCIAL CONDITION OR PLAN OF OPERATIONS

          (a)  General:

               The Company was incorporated in November 1993 and was in the
          development stage through July 1995. From April 1994 through June
          1995, the Company assembled its core management, raised approximately
          $600,000 from equity financing, and negotiated a definitive agreement
          to purchase the operating assets and business of Greenberg's-L.P. In
          July 1995, the Company completed the Acquisition for a purchase price
          of $1,967,300 in cash and a promissory note for $32,700. In connec-
          tion with the Acquisition, the Company obtained a $2,000,000 term loan
          and applied a portion of the net proceeds from its initial public
          offering, consummated in October 1995, to pay in full the principal
          and accrued interest under the term loan. The Acquisition was
          accounted for as a purchase and the excess of the purchase price over
          the value of the net assets acquired was recorded as goodwill.

               Additionally, to the extent the Company may have taxable income
          in future periods, there is available a net operating loss for federal
          income tax purposes of approximately $1,950,000 which can be used to
          reduce the tax on income up to that amount through the year 2010.

          (b)  Results of Operations:

               Historical:

               The Company from its inception on November 12, 1993 through July
          10, 1995 was in the development stage and did not carry on any
          significant operations nor generate any revenues. Management's efforts
          were directed toward the development and implementation of a plan to
          generate sufficient revenues in the baking industry to cover all of
          its costs and expenses. During the three months ended March 31, 1995,
          the Company incurred costs and expenses of $20,000 in implementing its
          plan. $17,500 of these costs were paid to a consultant who became the
          Company's President in 1995. The Company did not generate any revenues
          until July 10, 1995 when it acquired the net operating assets of
          Greenberg's-L.P. The Company's revenues aggregated $826,000 for the
          three months ended March 31, 1996. Management believes that its
          revenues during this period were adversely affected by the severe
          winter storms which affected the New York City area during the period.
          The cost of goods sold were $606,000 during the period and selling,
          general and administrative expenses were $800,000 (96.9% of sales).

               For the three months ended March 31, 1996, the Company had
          interest income of $29,000 which arose from investing a portion of the
          net proceeds it received upon the consummation of the initial public
          offering in highly liquid cash equivalents.

               As a result, the net loss for the three months ended March 31,
          1996 was $551,000.

                                    10 of 17


<PAGE>




          (b)  Results of Operations:  (Continued)

               Historical:  (Continued)

               Insofar as the Company had no revenues prior to the Acquisition
          in July 1995, management is of the opinion that a discussion of the
          results of operations of the Company (and Greenberg's-L.P.) on a
          pro-forma basis would be more informative than a comparative
          discussion of the Company on a historical basis. Therefore,
          management's discussion of the Company's results of operations for the
          three months ended March 31, 1996 as compared with March 31, 1995 are
          based on the pro- forma segmental information found below and reflects
          the purchase of Greenberg's-L.P. as if it had occurred at the 
          beginning of the periods presented.

          (c)  Proforma:

               Retail Segment:

               The retail segment presently consists of four retail stores
          located in Manhattan, New York including its cafe located in Macy's
          Herald Square. The Company's fifth retail store opened in Manhattan on
          May 1, 1996. All baking is done at the Company's bakery which is
          located on West 47th Street, New York, New York. From this location,
          baked goods are supplied to retail stores as well as to wholesale
          customers.

               The results of the retail segment is presented a proforma basis
          and reflects the Acquisition as if it has occurred as of the beginning
          of the periods presented.

<TABLE>
<CAPTION>
                                      For the Three Months Ended
                                               March 31,                                                    Percentage
                                  -----------------------------------                                       Change (as
                              1996             %              1995              %              Change      a % of Sales)
                           ---------         -----          ---------         -----          ---------         -----
<S>                        <C>               <C>            <C>               <C>            <C>               <C>  
Net sales                  $ 575,000         100.0%         $ 499,000         100.0%         $  76,000           - %
Cost of sales                381,000          66.3            296,000          59.3             85,000           7.0
                           ---------         -----          ---------         -----          ---------         -----

Gross profit                 194,000          33.7            203,000          40.7             (9,000)         (7.0)

Selling, general and

  administrative             538,000          93.6            413,000          82.8            125,000          10.8

Depreciation and

  amortization                30,000           5.2              5,000           1.0             25,000           4.2
                           ---------         -----          ---------         -----          ---------         -----

Loss from operations       ($374,000)        (65.1%)        ($215,000)        (43.1)         ($159,000)        (22.0%)
                           =========         =====          =========         =====          =========         =====
</TABLE>


               The 15.2% increase in net sales during the three months ended
          March 31, 1996 as compared to the same period in 1995 was primarily
          due to the opening of a cafe at Macy's Herald Square in November 1995
          and a general increase in same store sales. Management believes that
          its net sales for the three months ended March 31, 1996 were adverse-
          ly affected by the severe weather storms which affected the New York
          City area during the period.

                                    11 of 17


<PAGE>


          (c)  Proforma:  (Continued)

               Retail Segment:  (Continued)

               The increase in cost of sales as a percentage of sales for the
          three months ended March 31, 1996 as compared to the same period in
          1995 is attributable to (i) an increase in baking personnel and labor
          rates, (ii) increased costs in the development of new baked products,
          and (iii) increases in the cost of ingredients and packaging mate-
          rials. The Company was unable to pass most of these increased costs 
          on to its customers.

               The retail and wholesale divisions sell similar products which
          are baked at the Company's centralized baking facility. Costs are
          allocated to each division based upon the standard costs of the items
          sold. Such costs consist of ingredients, direct labor and overhead.
          Prior to the Acquisition, the wholesale division was considered an
          outgrowth of the retail business and was therefore not considered a
          separate business segment. Subsequent to the Acquisition, management
          has concentrated their efforts on running the wholesale segment as a
          separate and distinct business.

               Selling, general and administrative expenses of the retail
          segment consist of (i) expenses incurred in each of the four retail
          stores and (ii) expenses allocated from the Company's centralized
          operating facility which are based primarily on sales volume. The
          increase in selling, general and administrative expenses during the
          three months ended March 31, 1996 as compared to the same period in
          1995 was primarily the result of (i) salaries paid to sales personnel
          in its Cafe in Macy's Herald Square, (ii) the allocation to the retail
          segment of salaries of additional management and administrative 
          personnel, and (iii) increased compensation paid to prior management 
          personnel pursuant to consulting agreements entered into by the 
          Company upon consummation of the Acquisition in July 1995.

               The increase in depreciation and amortization for the first
          quarter of 1996 as compared with the same period in 1995 is
          attributable to depreciation on the Macy's Herald Square Cafe as well
          as on the write up of the assets purchased from Greenberg's-L.P. to
          appraised values and amortization of goodwill during 1995.

               The increase in the net loss for the first quarter of 1996 as
          compared with the same period in 1995 is primarily attributed to the
          increases in the cost of products sold and additional compensation
          paid to officers and managerial personnel under their respective
          employment and consulting agreements, which were entered into after 
          the first quarter of 1995.

                                    12 of 17


<PAGE>


          (d)  Wholesale Segment:

               The results of the wholesale segment is presented on a pro-forma
          basis and reflects the Acquisition as if it had occurred at the
          beginning of the periods presented:
<TABLE>
<CAPTION>
                                      For the Three Months Ended
                                               March 31,                                                           Percentage
                               -----------------------------------------                                            Change (as
                                  1996               %             1995               %           Change          a % of Sales)
                               ---------         ---------      ---------         ---------      ---------         ---------
<S>                            <C>                   <C>        <C>                   <C>        <C>              <C>       
Net sales                      $ 251,000             100.0%     $ 187,000             100.0%     $  64,000                -%
Cost of sales                    211,000              84.1        144,000              77.0         67,000               7.1
                               ---------         ---------      ---------         ---------      ---------         ---------

Gross profit                      40,000              15.9         43,000              23.0         (3,000)             (7.1)

Selling, general and

  administrative                 233,000              92.8        108,000              57.8        125,000              35.0

Depreciation and

  amortization                    13,000               5.2          5,000               2.7          8,000               2.5
                               ---------         ---------      ---------         ---------      ---------         ---------

Loss from operations           ($206,000)            (82.1%)    ($ 70,000)            (37.5%)    ($136,000)            (44.6%)
                               =========         =========      =========         =========      =========         =========
</TABLE>


               The Company, through its institutional/wholesale segment,
          distributes pastries, cakes, pies and other desserts to hotels,
          country clubs, gourmet markets, restaurants, food shops and corporate
          dining facilities. All products are baked at the Company's baking
          facility located in N.Y.C.

               The 34.2% increase in the wholesale segment's net sales for the
          first quarter of 1996 as compared to the same period in 1995 is
          attributable to the increase in shipments to two nationwide restaurant
          chains.

               Cost of sales as a percentage of sales increased by 7.1% during
          the first quarter of 1996 as compared to the same period in 1995. Such
          increase was attributable to increases in both baking personnel and
          wage rates, an increase in the cost of developing new baked products,
          and increases in the cost of ingredients and packaging materials. Most
          of these cost increases could not be passed on to the Company's
          customers.

               Selling, general and administrative expenses of the wholesale
          segment for the first quarter of 1996 increased by $125,000 (115.7%)
          over the same period in 1995. Such increases were primarily the result
          of an allocation to the wholesale segment of the salaries of
          additional management and administrative personnel, as well as
          increased compensation paid to prior management personnel. The
          additional management personnel and the additional compensation paid
          to prior personnel was the result of the various employment and
          consulting agreements entered into by the Company after the first
          quarter of 1995.

                                    13 of 17


<PAGE>


          (d)  Wholesale Segment:  (Continued)

               The increase in depreciation and amortization for the first
          quarter of 1996 as compared with the same period in 1995 is
          attributable to depreciation on newly acquired property asset
          additions and the write up of property assets purchased from
          Greenberg's-L.P. to appraised values and amortization of goodwill in
          connection with the Acquisition.

               The increase in the net loss for the first quarter of 1996 as
          compared with the same period in 1995 is primarily attributed to lower
          margins caused by increases in ingredients, baking salaries and new
          products coupled with additional compensation paid to officers and
          managerial personnel under their respective employment and consulting
          agreements entered into by the Company in connection with the
          Acquisition of the business of Greenberg's-L.P. and the Company's
          initial public offering.

          (e)  Plan of Operations:

               In connection with the Acquisition, the Company in July 1995
          implemented a business strategy designed to increase the retail,
          institutional/wholesale and mail order operations of its business. The
          Company's growth strategy is comprised of the following:

          (1)  Retail:

               The Company intends to open additional retail facilities in the
               North and Southeastern United States. These cafes and kiosks will
               offer a broad section of what the Company believes are premium
               quality baked goods and desserts as well as sandwiches, soups and
               salads, espresso, cappuccino and specialty coffees and teas.
               Since July 1995, the Company opened its first cafe at Macy's
               Herald Square in November 1995 and on May 1, 1996 opened its
               second cafe on Broadway and 8th Street in New York City. A third
               cafe presently under construction is expected to open in August
               of 1996. In addition, the Company's completed the manufacture of
               its first four kiosks during the three months ended March 31,
               1996 and is currently considering the placement of those kiosks.

          (2)  Institutional/Wholesale:

               The Company plans to increase its penetration in the
               institutional/wholesale food market by increasing its marketing
               efforts to restaurants, hotels and corporate dining facilities
               and by offering its products to supermarkets in New Jersey, New
               York, Florida and other states and offering its products through
               specialty food retailers and mail order catalogue businesses.

          (3)  Mail Order:

               The Company is expanding its current mail order business by
               offering additional catalogues and scheduling special mailings to
               existing and prospective customers for specific occasions.

                                    14 of 17


<PAGE>





          (e)  Plan of Operations:  (Continued)

          (4)  Kosher Foods:

               The Company is also seeking to capitalize on the growth of the
          kosher food industry. The Company has a kosher certification and
          believes it can capitalize on the projected growth of this market.

               The Company estimates that new construction start-up costs for
          its cafes will range from approximately $150,000 to $175,000 for a
          small cafe (600-800 square feet) and approximately $200,000 to
          $350,000 for a full size cafe (800-1,200 square feet) and estimates
          that the cost of converting existing restaurant space into a cafe will
          be approximately $75,000. In addition, the Company estimates the
          start-up costs for a kiosk to be between approximately $50,000 to
          $65,000.

               The Company believes that the cost of funding new cafes and
          kiosks will increase the Company's operating costs and expenses
          primarily due to increased personnel and other corporate operating
          costs required to operate the new cafes and kiosks. Each cafe and/or
          kiosk will incur the pre-operating expenses, such as advertising and
          promotional costs, in order to encourage new and repetitive consumer
          traffic. Until consumer traffic at each location is sufficient to
          generate revenues to cover each location's cost and a portion of the
          overall corporate overhead, the Company believes that the initial
          opening of each new location will have a positive effect on net
          revenues but each new location will have an initial adverse effect on
          earnings. For the three months ended March 31, 1996, the Company
          incurred an aggregate of approximately $335,000 in capital
          expenditures of which $128,000 relates to its cafe at Eighth Street
          and Broadway which opened on May 1, 1996 and its cafe at 6th Avenue
          and 10th Street which is presently under construction, $54,000 was
          used on its four kiosks which were completed during April 1996 and
          $65,000 was used for computer hardware and software.

          (f)  Liquidity and Capital Resources:

               At March 31, 1996, the Company had working capital of
          approximately $1,262,000 as compared to working capital of $2,133,000
          at December 31, 1995, a decrease of $871,000. Since its inception, the
          Company's primarily source of working capital has been the proceeds
          received from the issuance of its common stock and notes.

               In June 1995, the Company issued 180,000 shares of common stock
          to unrelated parties for $600,000 and in August 1995, the Company
          issued 60,000 shares of its common stock to unrelated parties for
          $200,000. In connection with the Acquisition of Greenberg'sL.P., the
          Company received $2,000,000 from the sale of two notes to InterEquity
          Capital Partners, L.P. ("InterEquity"). During October 1995, the
          Company received net proceeds of $4,919,586 from the sale of 1,150,000
          shares of its common stock in an initial offering to the public. Of
          the net proceeds received from the initial public offering, $2,125,000
          was used to repay the InterEquity debt including interest. In addition
          to the repayment of the InterEquity debt, the Company intends to use
          the net proceeds to fund its planned expansion strategy and for
          general corporate purposes, including working capital.

                                    15 of 17


<PAGE>


          (f)  Liquidity and Capital Resources:  (Continued)

               In October 1995, InterEquity converted $1,000 convertible note
          into a six-year warrant to purchase 6% of the Company's issued and
          outstanding capital stock on a fully diluted basis at the time of
          exercise. Pursuant to the warrant, the Company has granted InterEquity
          an option to put those shares acquired by InterEquity upon exercise of
          the warrant to the Company at any time during the period from July 10,
          2000 through July 31, 2005 if the shares of common stock have not been
          listed or admitted to trade on a national securities exchange and/or
          are not quoted on an automated quotation system at the time at a price
          equal to a multiple of earnings as defined in the loan agreement
          between the parties or a price established by independent appraisal.
          Pursuant to the terms of the loan agreement, the Company has also
          granted InterEquity unlimited "piggyback" registration rights upon
          exercise of the warrant.

               During the three months ended March 31, 1996, working capital was
          used by the Company for the Acquisition of $335,000 in property assets
          and to fund the operating loss incurred during the first quarter of
          1996.

               The Company and its directors, officers and principal
          shareholders agreed with the managing underwriter of its initial
          public offering (the "Representative") not to, directly or indirectly,
          register, issue, offer, sell, offer to sell, contract to sell,
          hypothecate, pledge or otherwise dispose of any shares of common
          stock, or any securities convertible into or exercisable or
          exchangeable for shares of common stock, for a period of one year from
          October 12, 1996, without the prior written consent of the
          Representative.

               The Company's management believes that the proceeds from its
          initial public offering together with the projected cash flows from
          operations, if any, will be sufficient to fund operations, including
          its planned expansion, for at least the next ten months. However,
          there can be no assurance that the Company will not be required to
          raise additional capital for its growth strategy prior to such date.

               Although the Company has previously been successful in obtaining
          sufficient cash and capital funds through issuances of common stock
          and promissory notes, there can be no assurance that the Company will
          be able to do so in the future.

          (g)  Inflation and Seasonality:

               To date, inflation has not had a significant impact on the
          Company's operations. The Company's revenues are affected by
          seasonality with revenues anticipated to increase during holiday
          seasons such as Thanksgiving, Christmas, Jewish New Year, Easter and
          Passover.

                                    16 of 17


<PAGE>


                                   SIGNATURES

In accordance with the requirements of the Securities Exchange Act of 1934, the
registrant has caused this report to be signed on its behalf by the undersigned,
thereunto duly authorized.

                              WILLIAM GREENBERG JR. DESSERTS AND CAFES, INC.

Date: May 20, 1996                      /s/ MARIA MARFUGGI
                                       ---------------------------
                                           Chairman of the Board,
                                    Chief Executive Officer and Secretary
                                      (Principal Financial Officer and
                                       Officer duly authorized to sign
                                        on behalf of the Registrant)




                                    17 of 17



<TABLE> <S> <C>


<ARTICLE>                     5
<LEGEND>
     This schedule contains summary financial information extracted from the
condensed balance sheet of William Greenberg Jr. Desserts and Cafes, Inc. as at
March 31, 1996 and the related condensed statement of operations for the three
months ended March 31, 1996 on Form 10-QSB and is qualified in its entirety
under such financial statements
</LEGEND>

       
<S>                             <C>
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                              DEC-31-1996
<PERIOD-END>                                   MAR-31-1996
<CASH>                                         1,371,451
<SECURITIES>                                   0
<RECEIVABLES>                                  152,041
<ALLOWANCES>                                   (18,500)
<INVENTORY>                                    150,125
<CURRENT-ASSETS>                               1,782,242
<PP&E>                                         1,849,849
<DEPRECIATION>                                 (58,711)
<TOTAL-ASSETS>                                 4,680,892
<CURRENT-LIABILITIES>                          520,405
<BONDS>                                        0
                          0
                                    0
<COMMON>                                       2,560
<OTHER-SE>                                     4,126,443
<TOTAL-LIABILITY-AND-EQUITY>                   4,680,892
<SALES>                                        825,790
<TOTAL-REVENUES>                               825,790
<CGS>                                          605,634
<TOTAL-COSTS>                                  1,405,973
<OTHER-EXPENSES>                               0
<LOSS-PROVISION>                               0
<INTEREST-EXPENSE>                             0
<INCOME-PRETAX>                                (551,099)
<INCOME-TAX>                                   0
<INCOME-CONTINUING>                            (551,099)
<DISCONTINUED>                                 0
<EXTRAORDINARY>                                0
<CHANGES>                                      0
<NET-INCOME>                                   (551,099)
<EPS-PRIMARY>                                  (0.20)
<EPS-DILUTED>                                  (0.20)
        

</TABLE>


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