Last month, PJ’s Coffee’s Chief Roastmaster, Felton Jones, celebrated his 30th anniversary working with the brand. This is a huge accomplishment that is both a milestone for Jones himself and a cause for celebration for PJ’s Coffee franchise locations across the country. After all, Felton Jones’s expertise plays a large role in the quality of our coffee, making an impact for everyone in the PJ’s family.
For franchisees, Jones’s story is a powerful reminder that behind every bag of beans and every cup of coffee poured at our cafés is a story of care, craftsmanship, and leadership. His work impacts every corner of the PJ’s Coffee experience, which is why this achievement deserves to be celebrated.
What Makes a Roastmaster? Felton Jones’s Journey
Felton Jones’s story with PJ’s Coffee began shortly after the brand started franchising, as a part-time employee in the early 1990s. Jones did everything from crafting cold brew to making deliveries, but it was his curiosity and passion for learning that fueled his steady climb through the company’s ranks. In his downtime, Jones studied the art of cultivating great coffee under PJ’s founder, Phyllis Jordan, and longtime Roastmaster Scott Reed. He immersed himself in the science of coffee roasting and eventually succeeded Reed as PJ’s Chief Roastmaster. Now, his defining presence with the brand is foundational to its continued commitment to excellence.
Jones’s deep knowledge of bean sourcing, roasting, and flavor profiles ensures that every PJ’s Coffee location delivers the same high-quality experience, no matter the zip code. “Cold brew is a staple beverage. I like to think about the fact that PJ’s Coffee helped pioneer cold brew for New Orleans,” Jones said. Since the early 1990s, his passion has brought unmatched consistency to the New Orleans-based coffee brand, giving franchise owners the confidence that they’re serving a product steeped in decades of hands-on expertise.
The Craft Behind the Cup: How Jones Elevates the PJ’s Coffee Franchise
As Chief Roastmaster at PJ’s Coffee, Felton Jones is responsible for the flavor, quality, and consistency of our coffee drinks. He oversees coffee sourcing, builds direct relationships with farmers and importers, and determines how each bean should be roasted to highlight its natural characteristics.
This process is far from one-size-fits-all, because the coffee world is always evolving. PJ’s Coffee sources the top 2% of Arabica beans from across the globe and roasts them in small batches at our New Orleans facility. Each bean has its own ideal roast profile, and the Roastmaster’s job is to determine that profile. Jones’s work ensures that each blend brings out the coffee’s strongest traits, whether the bean is floral and delicate or rich and full-bodied. That attention to detail translates directly into guest satisfaction and repeat visits, which is crucial for franchise growth.
For franchisees, Felton Jones’s commitment to quality as Chief Roastmaster is a core differentiator. While other brands may rely on centralized roasting or automated processes, PJ’s Coffee stands apart with a handcrafted approach that’s guided by decades of expertise, passed down to Jones from our founder. As a PJ’s Coffee franchisee, you don’t need to worry about becoming a coffee expert yourself—you can trust that Jones’s background will keep your coffee up to brand standards.
What It Means for Franchisees: Brand Trust, Quality & Differentiation
While Jones’s work behind the scenes elevates the coffee itself, his presence is just as impactful at the franchise level. He regularly visits PJ’s Coffee locations across the country to host cupping events, educate team members, and connect with the community. These in-person experiences bring the PJ’s Coffee story to life and deepen guest engagement—and give franchisees dedicated time to ask questions. “I deal with so many different industries that all play a part in what we do…some of those industries can be cutthroat, but coffee is just not like that. We’re sort of like a big family,” Jones said. Plus, to make sure everything runs smoothly at the roasting facility while he is out in the markets, Jones has trained a family of his own: a savvy team of roasters who keep our coffee up to the PJ’s standard.
His long-standing role as an educator and brand ambassador makes him an invaluable resource for franchisees, especially as the PJ’s Coffee franchise network continues to grow. Whether Jones is walking through roast profiles or answering sourcing questions, he offers direct access to the expertise that has defined this historic New Orleans coffee brand’s success since our founding. More than a brand figurehead, Jones is proof that the PJ’s Coffee franchise system is built on dedication, mentorship, and a shared passion for quality—values that help franchisees thrive in every market.
Chief Roastmaster Felton Jones is a cornerstone of PJ’s Coffee’s identity and success. When franchisees sell PJ’s coffee, they serve a story that’s 30 years in the making, thanks to Jones’s dedication. Want to learn more about the coffee franchise opportunity that’s based on industry-leading coffee expertise? Fill out our inquiry form today!
