PJ's Coffee 2018 Rebrand Balances Modern and NOLA Aesthetic
PJ’s Coffee is updating its look without losing its classic New Orleans feel. During its more-than-40-year history, the coffee shop franchise has undergone four remodels, but this one is proving particularly effective. In the two New Orleans shops testing the new design, same-store sales jumped by up to 26 percent.
While PJ’s did reveal a fresh logo in 2017, this rebrand focuses on in-store experience. Soon, PJ’s more than 90 franchise locations, as well as all new stores, will feature a brighter, more modern look that invites customers to linger.
Taking the Soul of Coffee to the Next Level
The new design is a mix of New Orleans-inspired staples, like a coffered ceiling over the service area, and modern twists, like an exposed ceiling in the dining area and a variety of plush chairs and ottomans. Large community tables make it easier for customers to hold meetings, and the neutral color palette and unique light fixtures create an open, inviting space. The updated look is designed to encourage guests to spend more time enjoying coffee while elevating the overall experience and will promote consistency across the brand. As a result, guests feel at home no matter which PJ’s Coffee they choose to visit.
“PJ’s Coffee is celebrating its 40th year as an established brand, so we wanted to update our look and give our guests an overall exceptional experience that is aligned with current consumer trends,” said Franchise Development Director Ryan Stansbury. “We believe that by creating a physical change, it will lead to a positive emotional change—not just with customers, but also with our franchisees, managers, and baristas.”
New Look, New Development
The revamped look isn’t the only way that PJ’s is maneuvering for growth. The brand recently launched its international expansion efforts, signing agreements to bring more than 20 locations to Kuwait, 50 to Vietnam, and 30 to Malaysia during the next five years.
PJ’s Coffee of New Orleans was founded in 1978 by Phyllis Jordan. Ballard Brands acquired the coffeehouse in 2008. PJ’s serves a wide variety of iced, frozen, hot, cold brew, and nitro-infused coffees using only the top one percent of Arabica beans, as well as organic tea and fresh breakfast pastries. The brand brews its famous iced coffees daily using a special cold-drip process that protects the flavor and strength of the beans, while producing a coffee that is two thirds less acidic - a process pioneered by the company’s founder.
For more information about franchise opportunities with PJ’s Coffee, download the franchise brochure today.
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