When it comes to building a strong coffee shop franchise, success often brews down to a brand’s ability to offer something truly unique. That’s exactly what PJ’s Coffee accomplished with the introduction of beignets, earning our brand the 2025 Franchise Innovation Award for Most Innovative Product Introduction.
This recognition is more than a proud moment—it’s a powerful example of how menu strategy, regional identity, and operational efficiency can come together to elevate the entire franchise system.
Why Innovation Matters in Coffee Shop Franchising
In the highly competitive world of coffee franchises, differentiation matters. Today’s customers are looking for more than just a caffeine fix; they want flavor, authenticity, and memorable hospitality experiences. For franchisees, that means the menu needs to do more than drive transactions, it must build loyalty, create buzz, and reflect the brand’s core values.
With more than 190 locations nationwide, PJ’s Coffee is known for its roots in New Orleans, a city with a rich culinary heritage. From our signature Café Au Lait brewed with French chicory to seasonal drinks like King Cake Velvet Ice, PJ’s has always leaned into its Louisiana legacy. However, until recently, one iconic regional treat was missing from our menu: beignets.
Traditionally, serving high-quality beignets requires deep fryers, hood vents, and specific kitchen layouts, equipment that doesn’t fit easily into most coffee shop footprints. That made them difficult to offer across PJ’s franchise locations, but we would not let that stop us.
After researching alternatives, PJ’s Coffee adopted the AutoFry MTI, a compact, ventless fryer that allows our franchise locations to prepare batches of beignets in minutes without costly renovations or complex operations. It was a practical solution that allowed us to infuse our cafés with even more New Orleans-inspired flavor.
Sweet Results
After piloting the product at select locations, the impact was clear. At the Bowie, Maryland franchise café, beignets quickly became the top-selling item—accounting for 25% of total revenue. That success has since been replicated in dozens of PJ’s Coffee shops across the country. Today, more than 100 locations serve fresh beignets, making PJ’s the only national coffee franchise offering this authentic Louisiana pastry.
This kind of differentiation helps franchisees:
- Attract curious new guests looking for something unique
- Increase average check sizes with a popular food item
- Deepen brand identity in both new and existing markets
Standing Out with Regional Differentiators
Partnering with a franchise that understands its regional roots—and uses them to drive innovation—can be a game-changer. The beignet rollout shows how innovation doesn’t have to come at the cost of operational simplicity. With the right tools and strategy, even small additions can become defining features of a coffee franchise business.
PJ’s Coffee continues to explore new ways to bring a taste of New Orleans to a wider audience, blending tradition with forward-thinking product development. That commitment to innovation and authenticity was a key reason for our recent Franchise Innovation Award recognition.
Whether you’re already part of the PJ’s family or exploring your next coffee shop franchise opportunity, it’s clear that innovation that emphasizes brand identity is a winning combination. Interested in learning more about franchising with PJ’s Coffee? Fill out our inquiry form today!
