- Key Takeaway: PJ’s Coffee’s 2026 Annual Franchise Conference brought franchisees, brand leaders and industry experts together to discuss the forces shaping coffee and franchising. From rising coffee costs and flavor trends to technology and the guest experience, the conference showed how we’re staying informed while building on the New Orleans roots that make PJ’s distinct.
From fluctuating coffee prices to changing guest preferences and emerging technologies, entrepreneurs in the beverage category are navigating a rapidly evolving industry.
Those shifts set the stage for our 2026 Annual Franchise Conference, held September 10–12 in New Orleans. This year’s theme, Rebirth, captured the balance between keeping up with industry shifts and staying connected to the values that have shaped PJ’s Coffee since 1978.
Over three days, franchisees heard from brand leaders and industry experts, participated in breakout sessions and exchanged ideas with one another. The conversations covered many of the biggest coffee industry trends in 2026 and what they could mean for PJ’s and our franchisees moving forward.
What’s Changing in the Coffee Industry?
Chief Roastmaster Felton Jones drew on years of experience with the global coffee C-market during his value chain presentation. His discussion explored factors affecting the coffee industry, including weather patterns, supply challenges and the current market for unroasted, or green, coffee beans.
Weather patterns such as El Niño and global demand are contributing to rising green coffee costs across the industry. Understanding these market shifts helps franchisees feel confident in PJ’s approach to securing high-quality coffee beans while working to minimize the impact of rising commodity costs on their businesses.
How Is PJ’s Preparing for Its Next Chapter?
President David Mesa took the stage to discuss where PJ’s is headed in the next year, and the milestones we expect to reach in 2026.
PJ’s is projected to achieve 14% unit growth in 2026, with 23 to 24 new locations and our 200th store expected to open by year-end. He also shared more about the brand’s investment in a new app and point-of-sale technology to strengthen how our cafés operate and how guests interact with PJ’s.
As PJ’s grows, New Orleans remains central to where we’re headed. Its influence has shaped PJ’s flavors, hospitality and personality for nearly 50 years.
“In an increasingly competitive coffee market, we know what makes PJ’s stand apart: our New Orleans roots and the experience we create for our guests,” said David Mesa, President of PJ’s Coffee. “The Big Easy Initiative allows us to bring more of that identity forward as we enter our next chapter.”
Our Big Easy Initiative builds on those roots by bringing our distinctive, NOLA identity further into the café experience. A streamlined menu, featuring staples like made-to-order beignets, refreshed café design, employee uniforms and a music program are all pillars of the strategy. The initiative also extends to hospitality with trainings designed to bring the warmth associated with New Orleans into interactions with our guests.
How Do Flavor Trends Influence Beverage Innovation?
Another conference conversation focused on what guests want to drink and how those preferences can inform new products.
Breakout sessions explored emerging flavor trends and changing consumer behavior across the beverage category. For example, as guest demand for matcha increases, PJ’s has been researching quality matcha and considering how the beverage integrates with our existing menu. These conversations help PJ’s evaluate emerging beverage trends and identify opportunities to evolve its menu while staying true to the brand's New Orleans roots in a way that still feels distinct from our competitors.
Recognizing the People Behind PJ’s
Beyond conversations about the industry's future, the conference also recognized the franchisees and team members helping shape PJ's continued growth.
This year, Tance Hughes of Natchez, Mississippi, was named Franchisee of the Year, recognizing his contributions to PJ’s and the community he serves.
John-Michael Johnson received Rookie Franchisee of the Year, honoring the impact and potential he has demonstrated since opening his PJ’s location in Fort Mill, South Carolina, in 2025.
Bethany Webb received the Phyllis Jordan Award, named for the founder whose vision established PJ’s in New Orleans nearly five decades ago. Other awards recognized achievements in operations, marketing, community involvement and the guest experience.
What Does All This Mean for Prospective Franchisees?
Evaluating a franchise opportunity includes looking at the business today and understanding how the franchisor is preparing for the future. Our Annual Franchise Conference offers a recent example of how PJ’s keeps franchisees involved and informed.
Throughout the conference, franchisees heard from brand leaders and industry experts, participated in breakout sessions focused on operations, performance and marketing, and explored resources available across the system.
The conference also created opportunities for two-way conversations between franchisees and brand leadership. Our Franchise Advisory Council, as well as a variety of other groups, shared what they’re experiencing in their local markets while gaining greater insight into upcoming initiatives and where PJ’s is headed.
Through events like these, PJ’s Coffee franchisees have opportunities to:
- Hear directly from coffee and franchise industry experts
- Learn about new brand initiatives and resources
- Exchange ideas with franchisees from other markets
- Explore tools and information they can bring back to their businesses
That collaboration keeps franchisees connected to the conversations shaping the future of PJ’s Coffee while ensuring their local perspectives reach brand leadership.
Ready to find your place in the PJ’s Coffee franchise community? Connect with our team to learn more.
FAQs
What happens at the PJ’s Coffee Annual Franchise Conference?
Our Annual Franchise Conference brings franchisees, brand leaders, industry experts and supplier partners together for educational sessions, brand updates, networking and recognition across the PJ’s system.
What coffee industry trends were discussed at the 2026 PJ’s Coffee Annual Franchise Conference?
Conference discussions included coffee supply and costs, flavor and beverage trends, technology, operations and other developments affecting coffee franchising today.
How does PJ’s Coffee approach flavor trends and beverage innovation?
Keeping a close eye on changing consumer behavior allowing PJ’s leadership team to lean into trends and evaluate new beverage idea with our New Orleans roots in mind.
How does PJ’s Coffee help franchisees stay informed about the coffee industry?
Franchisees hear directly from brand leaders and experts, such as Chief Roastmaster Felton Jones and President David Mesa, participate in educational sessions and exchange perspectives with other owners across the PJ’s system.
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