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Chief Roastmaster Felton Jones: Crafting Excellence and Legacy in Coffee

By: PJ's Coffee

Category:About PJ's Coffee

In the dynamic realm of coffee, where expertise and dedication define excellence, Felton Jones stands tall as the beloved Chief Roastmaster of PJ's Coffee in New Orleans. With over three decades of passion and commitment, Felton has not only influenced the quality of coffee but has also become an integral part of New Orleans’ cultural fabric, dedicated to crafting the perfect cup of joe for every guest.

His Journey and Impact

Felton’s coffee odyssey began in the ‘90s when he joined PJ’s Coffee of New Orleans as a part-time employee. From making cold brew to delivering coffee, Felton’s dedication and eagerness to learn set the stage for his rise within the company. His journey took a significant turn when, during downtime as a delivery driver, he seized opportunities to learn from industry pioneers like Phyllis Jordan, the founder of PJ’s Coffee, and his predecessor, Scott Reed. Felton’s evolution into the role of Chief Roastmaster is a testament to his pursuit of knowledge and his unwavering commitment to the craft.

Over the last 30 years, Felton has played a pivotal role in shaping PJ’s Coffee into a brand synonymous with quality and expertise. On top of sharing the PJ’s Coffee of New Orleans story, Felton’s job entails sourcing, tasting and understanding coffee for the company, deciding how it should be roasted, ensuring quality and consistency, building relationships with importers and farmers, and overseeing the warehouse. His commitment to quality is woven into every cup brewed here, making it an enduring benchmark for talent and taste.

Recently, Felton’s remarkable journey received due recognition with an honor and proclamation presented by Councilmen Eugene J. Green and Oliver Thomas, transcending a mere career milestone to become a celebration of diversity. As the only known African American Roastmaster for a major brand representing New Orleans, Felton has become an integral figure in both the industry and the community.

Representation and Opportunities

His perspective on representation in the coffee industry is clear: it’s about creating opportunities. Felton envisions a bridge that connects the barista world to the rest of the industry, providing underrepresented groups with the chance to ascend to higher positions in the supply chain. He believes that building relationships and breaking down barriers will pave the way for a more diverse and influential coffee industry.

Beyond his technical prowess, Felton’s approachable demeanor and passion for educating others about coffee have solidified his role as a Roastmaster and coffee evangelist. He conducts cupping events at various franchisee locations, sharing his knowledge about the intricacies of coffee cultivation, roasting and brewing.

Felton’s journey is an inspiring narrative that resonates with the essence of PJ’s Coffee — his story is not just about brewing exceptional coffee but breaking barriers and opening doors for future generations. He serves as an inspiration for aspiring individuals in the coffee industry and a reminder that diversity and representation are essential for the growth and evolution of any field. For those considering joining our growing franchise family, Felton's story exemplifies the values and commitment that define the brand.

Cheers to Felton Jones, the maestro behind the beans, and to a future where opportunities in the coffee industry are accessible to all.

  • $1,042,644*

    Average Unit
    Volume (AUV)

  • 19.8%

    4-year Same-Store

    Sales Increase

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Investment Tiers
  • Traditional Model

    A larger scaled PJ's with a full service menu offering located within a strip mall or free-standing building likely featuring a drive-thru.

    • Size: 650sqft - 2,000sqft
    • Initial Franchise Fee: $35K
    • Initial Investment: $459,000- $1,152,000
  • Non-Traditional Model

    A smaller scaled PJ's possibly with a limited menu offering located within another business - College/University Campuses, Healthcare Facilities, Hotels, Government Facilities, Military Bases, Airports, Shopping Malls, Etc.

    • Size: 250sqft - 1,000sqft
    • Initial Franchise Fee: $25K
    • Initial Investment: $228,000 - $511,000
  • Multi-Unit Option Agreements

    PJ's offers opportunities to enter into a Multi-Unit Option Agreement to develop multiple PJ's over a specified development schedule in a designated market. The initial franchise fee for the first PJ’s location is $35,000. Subsequent PJ’s Units receive a reduced franchise fee. The fee for each PJ’s Unit numbered two or greater is $10,000.

  • Master Franchise Agreements

    PJ's offers opportunities to International Franchisees to enter into a Master Franchise Agreement to develop multiple PJ's over a specified development schedule in a designated country or countries.

    • Initial Master Franchise Fee: $250k minimum (Varies depending on size of country or countries)
    • Total Investment: Varies depending on the number of PJ's developed
A Few More...
  • PJs has provided me with the flexibility to prioritize my day-to-day responsibilities. While demanding, the work/life balance I have been able to obtain while owning my locations is invaluable. PJ’s is a family-oriented brand and that is evident every day - we have great working, as well as personal, relationships with many folks at corporate. It truly is a family centered culture that I am excited to grow with! - Andrew Jones
  • We loved the products and the business model, and it all worked out so well. The ability to work with them is what sets them apart. They are very reasonable people and it’s a solid company. When we went to meet the team, everyone was super kind, and it was very apparent that they provide a ton of support to their franchisees. It’s important to feel like you can always reach out to somebody when needed. - Angela Harmon
  • I think if someone is looking for a franchise opportunity they should find something that fits their lifestyle. If you're a morning person, a coffee business might be good for you. I'm a morning person so waking up at 4 A.M. is fine, the whole 'wake up and smell the coffee' thing - that's me. - Anthony Satterlee
  • I decided to look into coffee and probably spent about 3 years doing the investigation. I decided on PJ's because the quality of the product is just head and shoulders above everybody else. - Tom Lewis
  • It's easy to be successful. You can become part of your community in a way you can't otherwise in a lot of other businesses. I would highly recommend it. - Polly Fisher
  • The best part of being a franchisee is the freedom. It gives you the opportunity to provide for your family, but also be a part of your family. It gives you time to play with your children or take a vacation, but still have a fantastic business. - Kelly Songy
  • I decided owning a PJ's Coffee shop was the way to go. From start to finish, corporate was there for me when I selected a location, ordered equipment and furniture. - Mateusz Dabrowski
  • I fell in love with PJs Coffee and the brand, years before I ever owned a location and now I own two! I wanted a business that, with the right staff, would be able to operate successfully without me having to be there all day every day. PJs coffee gives you that flexibility and freedom. I also love the family atmosphere that corporate provides and the camaraderie between franchisees is wonderful! You are in business for yourself, but not by yourself, and that is a great sense of comfort and security. I love this business!

    - Roxanne DeNicola
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