.2507291228290.jpg)
When I left the Marine Corps, I didn’t know where my next mission would take me. What I did know is that I wanted to be part of something meaningful—something that rewarded hard work, built strong communities, and gave people a path forward. That’s exactly what I found in the franchise industry.
Today, as President of PJ’s Coffee, I have the privilege of helping others, especially veterans, chart that same path. That’s why I believe that our Veteran Franchise Giveaway is one of the most significant things we do all year.
Why Veterans Excel in Franchise Entrepreneurship
As a veteran myself, I understand how the skills we learn in the military—leadership, accountability, discipline—can seamlessly transfer into entrepreneurship. Veterans are natural operators. We follow systems, we lead teams, and we push forward no matter the size of the obstacles we face.
That’s why franchising is such a powerful opportunity for vets. At PJ’s Coffee, we don’t just want veterans to succeed—we want to give them a real chance to thrive. The Veteran Franchise Giveaway is our way of making that opportunity more accessible.
Each year, we award a qualified U.S. military veteran with a free franchise license, valued at $40,000, to help them open a PJ’s Coffee shop in their community. While it’s a tangible way to say thank you, it’s also a smart investment in franchisees who bring incredible dedication to our brand.
PJ’s Coffee Franchisee Stories: Meet Our Veteran Owners
Since we launched this giveaway nine years ago, we’ve had the honor of supporting amazing veteran franchisees across the country. One of them is Rob Smith, a Navy veteran who opened his PJ’s Coffee location in Clinton, Maryland. Introduced to the brand by a fellow veteran and franchisee, Rob was drawn to PJ’s Coffee for its strong business model and welcoming culture.
“This seems like the perfect vehicle for how I imagine myself to ultimately be in life—to be able to bring people together from all different walks in the community,” Rob said. “A place where you know you’re going to be served well and treated well and be that place that the community looks to come to when it’s been a bad day or a long week. It’s been a mind-blowing, honorable process but also a huge blessing—a tremendous blessing.”
One recent winner of the PJ’s Coffee Veteran Franchise Giveaway is Bobby Mounts. A former Marine Corps infantry rifleman and police officer in Monroe and West Monroe, Louisiana, Bobby sought out a new chapter as he approached retirement. When he discovered PJ’s Coffee’s Veteran Franchise License Giveaway, he saw a chance to channel his leadership experience into building something of his own—and he won. Alongside his wife, Kristy, Bobby opened their PJ’s Coffee location in Ruston, LA, and the two quickly made their mark on the brand.
Just two years after opening their doors, Bobby and Kristy were honored with the PJ’s Rookie Franchisee of the Year Award and recognized at the International Franchise Association Conference for their excellence in franchising. Their store has stood out not only for strong sales and operational structure, but for the positive, growth-focused culture they’ve created—especially for young team members. The Mounts’ story is a testament to how veterans can transition their discipline, service mindset, and leadership into thriving business ownership with PJ’s.
These aren’t just business wins, they’re personal victories. These stories are proof that when we support veterans in business, our entire community benefits.
What This Means for Future Franchisees
For us, this isn’t a seasonal campaign; we support our U.S. military veterans year-round. We believe that a strong brand is built by people who care deeply about what they do. In addition to giving away a $40,000 franchise license, we offer all qualified military veteran a 20% discount on their franchise fee.
A core value of PJ’s Coffee is our New Orleans hospitality and dedication to looking out for one another. Whether it’s serving beignets with a smile or supporting a franchisee's growth journey, we believe in making people feel seen, welcomed, and supported. That applies to both our guests and our franchisees.
From menu innovation to operational support and flexible store formats like drive-thru coffee franchises, PJ’s is built to help entrepreneurs from all walks of life thrive. And our veterans? They bring something truly special to the table, and that’s something worth investing in.
Ready to explore franchising with PJ’s Coffee? Applications for the 2025 Veteran Franchise Giveaway are open now.
How to Enter the 2025 Veterans Franchise Giveaway:
- Fill out this form to receive a franchise brochure.
- Film a 1-2 minute video about how your military experience will make you a hard-charging PJ’s franchisee.
- Submit your video.
The deadline is 10/01/2025 and the winner will be announced on Veterans Day, 11/11/2025.
