Creating the Right Brand Growth Strategy
Founded in New Orleans in 1978, PJ’s Coffee is known for its premium coffee products and decades of excellent service marked by Southern hospitality. In 2008, it was purchased by Ballard Brands, who saw the immense potential in the product, brand, and service. All that was needed was a solid growth strategy.Ballard Brands hired a new Executive Vice President and Chief Development Officer, David Mesa, to lead the charge. To start, David refreshed PJ’s Coffee branding and worked Ballard Brands’ internal networks to generate interest from potential franchisees. But David knew that would only take PJ’s Coffee so far—the next step was to refine the process for attracting franchisees from the Internet. Realizing he needed more support for this endeavor, David hired Scorpion for the job.
Aligning Goals & Expectations
Communication is essential in any marketing effort, so the very first thing our Scorpion team did after partnering with Ballard Brands was to ask them about their vision for PJ’s Coffee. Next, we worked closely with David and his team to create a digital presence that would help them attract more serious inquiries from people looking to open a PJ’s Coffee.
“We couldn’t have achieved this level of growth so quickly without a hands-on partner like Scorpion.” David Mesa Executive Vice President & Chief Development Officer, PJ's Coffee
Reliability & Results from a True Partner
By consolidating marketing efforts and relying on Scorpion to properly manage, track, measure, and report on their campaigns, Ballard Brands has capitalized on the buying power and expertise of a single partner—with tremendous results, including a 57% year-over-year increase in new store openings and lower recruiting costs, consistently beating the industry average for cost per franchise deal by 10-12%!
David, we're so happy for the opportunity to work with PJ's Coffee, and we look forward to seeing even more growth!