Brewing Success: Opening A Coffee Franchise in a Small Town

Suppose you are a passionate coffee enthusiast who dreams of owning a unique coffee shop in a small town or someone who aspires to bring new, exciting opportunities to their community but is still determining how to start. In that case, this is the place to be. We’ve compiled a guide on how to turn that dream into reality and how our PJ's Coffee franchise can support it.

Compatibility and Funding

If you are considering opening a coffee franchise, the first essential step to success is to find one that meets your goals, interests (including the products and services offered), and budget. This crucial decision to ensure compatibility between you and the company will pave the way for a profitable and fulfilling business venture. Franchising is a big life and financial decision, and you’ll want to make sure there is someone to guide you through the process and answer any questions.

Launching any business requires a solid financial foundation. Explore various funding options such as business partners, investors and loans through the Small Business Association or commercial banks, among others. Parent companies may also provide financing options or recommend third-party lenders.

Additionally, franchises will often require specific personal qualifications to begin the consideration process. At PJ’s, we provide a step-by-step ownership process that includes an overview of the evaluation process and more — we emphasize a supportive environment with comprehensive training, making the franchising process smoother.

“As I started talking with the corporate team members, it just felt very comfortable — they’re easygoing, but they mean business,” said Tance Hughes, PJ’s Coffee franchisee in Natchez, Mississippi. “I just enjoyed getting to know them … I felt like the relationship was going to be smooth, and it has been for the now two years that I’ve been working with them. They really helped make it an easy process — I think that comfort level was probably one of the biggest signs I had in pulling the trigger to go with PJ’s.”

Strategic Location and Community Integration

Whether renting or buying a building, selecting the right location is paramount when opening a coffee shop and ensuring it’s accessible to the community. Consider choosing a spot near high schools, apartment complexes, or popular stores — a place with high foot traffic around your coffee haven. Ensure ample parking and consider adding a drive-thru if it suits your location for convenience.

For PJ’s Coffee, traditional stores (end-cap stores with a drive-thru, stand-alone buildings and drive-thru-only locations) are most often found in smaller towns. We suggest providing your guests with a cozy and welcoming cafe experience that will make them feel right at home. A place where they can comfortably relax and savor your product as if it’s an extension of their own living space. The drive-thru is also a very important component to the business as our cafes with that option have seen 65-80% of their business through the window and generally 45% more revenue than a store without one.

Small towns offer immense growth opportunities, and your location can become integral to the community fabric. Hosting events, such as volunteer activities, book readings, or poetry nights, helps build strong community ties, and offering free Wi-Fi can make your coffee shop a place people want and can stay in.

You’ll also want to hire reliable staff who will engage with customers and provide consistently good service — in a small town, your shop’s relationships with guests are significantly meaningful. Embrace the welcoming spirit of a small town with less fierce competition, and your coffee shop can become a local favorite.

Unique Offerings and Constant Innovation

With seasonal and holiday flavors around for a limited time, your small-town coffee shop will always have something fresh to delight customers. While we constantly look at beverage trends and for ways to expand our menu, PJ’s Coffee is consistent in our quality coffee beans, roasting techniques and craftsmanship. We aim to provide the New Orleans experience at all locations by delivering Southern hospitality, fresh specialty coffee and innovative offerings — including our famous beignets — making us an excellent fit for small towns.

“There are a billion ways to drive people into a business, but the most important thing is to have people come back for it — the only way to ensure that would be with a great product, and that’s what PJ’s offers,” said Smanvi Gudur, PJ’s Coffee franchisee in Alexandria, Louisiana. “You have to be part of the community and the day-to-day operations to be successful — and it felt like I was bringing New Orleans to my city.”

In summary, opening a coffee franchise in a small town is not just a business venture; it’s a chance to create a beloved local establishment and even advance the brand. With the right location, financial support and a commitment to community integration, your dream of owning a thriving coffee shop can become a reality.

Connect with PJ’s Coffee to learn more about how to brew success in your town with the best coffee franchise.