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What does it take to open a record-breaking coffee franchise in a small market? For PJ’s Coffee franchisee Tance Hughes, the answer wasn’t a massive advertising budget—it was community trust.
By leveraging his marketing background and focusing on guest experience long before opening day, Tance along with his franchise partners, his brother Seth Hughes and Dallas Morris, built early local loyalty in Natchez, Mississippi that translated into exceptional opening-day sales. His story offers a blueprint for prospective franchise owners who dream of turning their local connections into long-term business success.
Planting the Seeds Before Opening Day
With a background in marketing, Tance understood early on that successful brands are built around relationships and experiences, not just the products they sell. That belief guided his strategy from the beginning of his franchise journey.
Rather than waiting until the week of his grand opening to create excitement, Tance worked closely with the PJ’s marketing team to spend more than a year building anticipation in Natchez. He documented the build-out process, shared regular updates, and became a familiar face in the community long before his café doors opened. His grassroots strategy included:
- Sharing behind-the-scenes progress on social platforms
- Hosting informal meetups and construction updates with locals
- Engaging with the Natchez community online and in person
By the time opening day arrived, the store felt less like a new franchise location and more like Natchez’s own coffee shop. This sense of familiarity helped Tance deliver a truly record-breaking opening, demonstrating how community trust can be a powerful driver in coffee shop franchising.
Turning a Small Market into a Big Win
Natchez isn’t a large metropolitan area, but Tance used these small-town dynamics to his advantage. With a population of just around 15,000, Natchez offers a close-knit market where every conversation, recommendation, and local connection matters. He recognized this and treated every step of his PJ’s Coffee launch like a community celebration.
Rather than relying solely on broad advertising budgets or national campaign templates, Tance focused on personal outreach. His approach proved that when guests feel seen and heard, especially in smaller markets, brand loyalty naturally follows. The result wasn’t just strong sales on day one; it was a foundation for sustained community engagement and long-term franchise success.
The PJ’s Coffee Framework
Alongside Tance’s grassroots approach, PJ’s Coffee provided the framework and support that allowed his local strategy to take shape and scale effectively. From early site selection and buildout guidance to training and operational support, our brand ensured that the fundamentals were solid long before opening day.
This support gave Tance the freedom to focus on what he does best: connecting with people and building anticipation in the community. With clear systems in place and a brand known for quality and consistency, he was able to pair local storytelling with a proven coffee franchise model. The result was a launch that felt personal to Natchez, yet polished and operationally sound.
For franchise owners, that balance is key. PJ’s Coffee offers the tools and infrastructure needed to open with confidence, while still allowing owners to lead with their own strengths and local insight, turning a franchise location into a true, go-to neighborhood coffee shop.
Looking Ahead: Growth Beyond Mississippi
Tance and his partners are now preparing to expand, bringing the same community-centered approach in new markets. His story resonates because it shows that franchise success isn’t limited to large cities or big-budget marketing; it starts with genuine relationships and thoughtful presence in the place you serve.
For entrepreneurs considering whether to open a coffee shop franchise, Tance’s experience offers a powerful lesson: the best launches happen when the community feels like partners in the journey. When guests feel personally connected to a franchise owner, the business becomes more than a shop, it becomes part of the fabric of the community.
Ready to Build Loyal Customers in Your Community?
If you’re exploring coffee franchise opportunities like PJ’s Coffee, consider how your own background—whether in marketing, customer service, or community involvement—can help you create meaningful early traction. With the right support and a community-first approach, your coffee franchise can spark trust, connection, and long-lasting success.
