It’s not every day that you get a firsthand look at how a beloved brand operates and grows. As part of our Fuqua Client Consulting Practicum (FCCP) project, our team was tasked with understanding, researching, and ideally, solving a real business challenge our client, PJ’s Coffee in New Orleans, was facing. When our team had the chance to spend two days with our client in person, we couldn’t wait to hit the ground running. What started as a consulting project quickly turned into an immersive experience full of coffee, conversations, and a whole lot of Southern hospitality.

Here’s a step-by-step overview of our two days at PJ’s Coffee.

Thursday Afternoon: Roastery Tour With Chief Roastmaster

Eunice Peters

Our visit to PJ’s Coffee began with a warm welcome to the coffee chain’s roasting facility nestled in the heart of New Orleans. We were greeted by the familiar faces we got to know on Zoom and the comforting aroma of roasted coffee beans. Felton Jones, the Chief Master Roaster, led us on a tour, walking us through the fascinating process that transforms raw coffee beans into the brews enjoyed by PJ’s customers nationwide.

PJ’s commitment to quality was evident at every step. Felton travels the world multiple times a year, carefully selecting the finest beans while ensuring the farms he partners with align with the company’s values of supporting minority farmers and maintaining exceptional quality. We met workers who had been with the company for many years. Each team member beamed with a sense of pride in their work while showing us what made their role unique.

Though the roastery processes hundreds of pounds of coffee daily, we were treated to a hands-on experience. We roasted our own batch of coffee, witnessing firsthand the transformation from raw green beans to the rich brown hue we all recognize. The experience was eye-opening, offering a deeper appreciation for PJ’s dedication to delivering excellence in every cup.

Friday Morning: Drive to Main Office With Major Franchisee Owner

Morgan Leeson

What started as a simple morning drive turned into a mini masterclass in franchising and Southern hospitality. To kick off our day of in-person meetings, our team traveled from New Orleans to the PJ’s Coffee headquarters in Mandeville, approximately 45 minutes away across Lake Pontchartrain. The PJ’s team thoughtfully arranged for Norman Albright, Vice President of Operations for Ballard Brands (PJ’s parent company), to drive us to the office for our Friday session.

What could have been just a routine drive turned into a fantastic opportunity to learn from Norman, who had more than 15 years of experience with the company. On the way, we stopped at one of his stores to sample PJ’s products, including their seasonal spring offerings and famous beignets. Norm offered practical insights into franchise operations, discussed challenges facing the restaurant industry, and shared the strategic thinking behind the company’s expansion efforts, all of which gave us a deeper understanding of the business ahead of a day of scheduled meetings.

Norman’s enthusiasm for both PJ’s and New Orleans was infectious. Consulting project aside, I appreciated that he made a genuine effort to introduce us to his city and its unique culture. He made sure we left with a list of must-visit spots and local favorites, and his warmth and hospitality were a perfect representation of the Southern hospitality the city is known for.

Friday Mid-Morning: Meet With VP of Supply Chain, Social Media Team

Gabrielle Sims

Once we arrived at the corporate office, we kicked off meetings with Brad Graham, VP of Supply Chain. Brad detailed how his three-person team handles working with different distributors to obtain all menu items for PJ’s Coffee.  He explained their meticulous vetting process for new suppliers, emphasizing quality control standards for all products.

Our team was amazed at how the company navigated the nuances of working with so many different vendors to ensure a consistent customer experience. We even got to see some cool innovative products that the company is testing for product launch. Next, we met with Brooks Ballard, the digital marketing specialist for PJ’s Coffee. Brooks detailed how the marketing team comes up with creative ideas to bring awareness to the new limited-time products as well as the classics that their customers know and love.  He walked through their customer segmentation strategy, showing how they personalize marketing messages based on purchase history and app usage patterns. Brooks also demonstrated their loyalty rewards app, which launched a couple of weeks before our visit, explaining how the brand wants to get their baristas and franchise owners involved to help promote their brand.

Friday Midday: Lunch With PJ’s Team and Ballard Brands Owner

Tinashe Nyamupingidza

After a packed morning of insights, it was time for one of the most flavorful and fun moments of our trip: lunch with the PJ’s crew. We drove a few blocks down the road with Norman and Reid to grab a bite at Pontchartrain Po-Boys. The menu featured delicious Louisiana staples, offering everything from classic po-boys to seafood baskets and samplers with catfish and crab cakes.

To our surprise, they also made ice cream and had options from their creamery to buy. Paul, one of the owners, joined us and ordered a stuffed artichoke for the table (we were all eager to try).

This lunch is where I saw PJ’s culture really come to life. Among our team, we sampled bites from each other’s plates to get a taste of the meals we hadn’t ordered ourselves. Our conversations revolved around Louisiana’s rich food history, with its Cajun and Creole influences, as well as aspects of PJ’s own heritage.

Friday Afternoon: Tour of the Training Facility and Store

Georgina Espinoza

After lunch, it was time for a behind-the-scenes look at how PJ’s trains for consistency and scales with heart. We stopped by PJ’s new training facility, which is an exact replica of their stores used for barista and franchisee training, as well as content creation. We caught a glimpse of their public relations team wrapping up a meeting about an exciting upcoming project. Then, we visited one of PJ’s busiest locations, where Norman treated us to a frozen strawberry lemonade, a nod to our trend recommendations to focus beyond coffee.

It was rewarding to see how PJ’s Coffee implemented our recommendations. FCCP has been an incredible opportunity to consult with a fast-growing brand. While this was a hands-on learning opportunity for me and my teammates, seeing our work in action at PJ’s made the experience even more special.