Founded in New Orleans in 1978 by Phyllis Jordan, PJ’s Coffee has grown from a local favorite into a nationally recognized brand.
A 2026 Food On Demand Outstanding Operator, PJ’s Coffee is expanding in the South and emerging markets in New Jersey and Maryland, and internationally in Vietnam. It’s about to celebrate its 200th store opening, a milestone reflecting both its history and ambition.
“We’re focused on making sure the PJ’s Coffee experience is consistent and convenient no matter where our guests enjoy it,” said Patrick Shaheen, Vice President of Operations and Franchise Support. “It’s about understanding how people live today and engineering the brand to meet them there.”
The coffee brand has invested in digital drive-thru boards, including a central panel being tested for order confirmation screens. “This sets the stage for AI integration and future innovations at the drive-thru,” Shaheen said.
Delivery has also evolved. PJ’s moved all third-party delivery into its mobile app and made participation mandatory across all 142 traditional stores, including drive-thru and café locations.
“The rest of our stores are nontraditional, so this rollout covers our full traditional footprint,” Shaheen said. “We went from around 60 stores offering delivery with DoorDash, Uber Eats, and Grubhub to every traditional store fully integrated in our app.”
DoorDash is the primary delivery partner, accounting for roughly 80 percent of third-party sales. PJ’s meets weekly with DoorDash reps, and franchisees join webinars covering campaigns, best practices, and ways to drive revenue. Uber Eats and Grubhub also support the program with weekly or on-demand check-ins.
The PJ’s Coffee mobile app is central to engagement.
“We can segment customers based on their habits, then send personalized offers to increase engagement and frequency,” Shaheen said.
Automated campaigns include win-back and nurture programs, guided by app data. Weekly analytics meetings track trends and optimize offers.
Loyalty has evolved into a tiered system that lets guests redeem rewards for beverages, pastries, and VIP experiences. Future VIP tiers will offer early access to seasonal drinks and secret menu items.
Marketing around national days and holidays has also boosted off-prem sales. Promotions for events like National Coffee Day, Chocolate Day, Croissant Day, Veterans Day, and Mother’s or Father’s Day resonate with guests and often include drinks or special loyalty rewards.
Data helps keep the menu fresh. Twice a year, beverage chefs and vendor teams visit New Orleans to present trending flavors and sample recipes for operations, marketing, and roasting teams.
“These sessions are a treasure trove of ideas,” Shaheen said. “We combine the flavor data from our suppliers with real guest feedback and sales trends to decide which recipes move forward.”
Recipes are often launched as limited-time offers. Successful items, like the energy drinks Swamp Attack, Voodoo, and Hurricane, can become permanent menu items.
“Data helps us understand what guests want, not just what looks good on paper,” Shaheen said.
Catering has been upgraded through a partnership with ezCater, streamlining online ordering and menu consistency. “It made it easier for guests and franchisees alike,” Shaheen said.
Packaging has been a challenge. During the COVID-19 pandemic, PJ’s lost access to logo-branded containers and relied on plain packaging for several years. “As we expand delivery and catering, we recognize that packaging is critical for the guest experience,” Shaheen said.
The brand is reintroducing logo-branded containers and exploring new designs to enhance visibility and off-prem presentation.
“Every innovation, from drive-thru technology to app personalization to menu development, is about delivering a seamless experience,” Shaheen said. “We’re not just selling coffee; we’re creating ways for guests to enjoy PJ’s Coffee anytime, anywhere, without compromise.”
The Outstanding Operators Program highlights 20 innovative brands taking creative paths to success with all things off-premises. Each winner receives a $1,000 charitable donation to their organization of choice and will be recognized on-stage at the 2026 Food On Demand Conference. Register today!
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