Steaming-Hot Brand Helps Support Maui Relief Efforts
Bad Ass Coffee of Hawaii, a franchise known for sourcing top-quality Hawaiian coffee, has signed 19 franchisees so far in 2023 and has posted an enviable 23% year-over-year increase in systemwide sales. Bad Ass Coffee also serves its coffee with a conscience – supplying generous help to Maui after a fast-moving wildfire devastated communities this past August.
More than 24 cafés are in development right now, with multi-unit growth representing a significant part of the brand’s momentum. Multi-unit operators comprise more than 70% of the system. Many of the newest owners add Bad Ass Coffee as a complement to their existing franchise portfolios.
Every Bad Ass Coffee store beckons to customers in a way that brings them back time after time, says Chief Marketing Officer Chris Ruszkowski. “They have an experience that is fun, relaxing and an escape with a Hawaiian vibe that inspires customers to make Bad Ass Coffee of Hawaii part of their ‘ohana,” which is the Hawaiian term for family.”
Growth Plans of Bad Ass Coffee Franchise
Bad Ass Coffee plans to open 150 new locations over the next five years, and prime markets are available nationwide. The brand’s latest deals include three-unit agreements in Myrtle Beach, S.C., and Fort Worth, Texas; a five-unit agreement in northern San Antonio; and a five-unit agreement in Phoenix.
Brandon Lind, the new Fort Worth franchisee, says he was impressed with the Bad Ass Coffee franchise’s culture and products. “I wanted a coffee brand that aligned with the values I was seeking in a business, paired with a high-quality product I could be proud to serve,” says Lind, whose first store will open in spring 2024. “I was coming up short until I discovered Bad Ass Coffee. From the store’s atmosphere to the drive-through model’s convenience to the great coffee, I knew I found my fit.”
Among the values Lind prizes is Bad Ass Coffee’s dedication to community, as demonstrated in Maui. After an Aug. 8 wildfire wiped out homes, businesses and historic sites on the island, Bad Ass Coffee jumped in to help. “We had a register roundup at many stores and introduced a special Love for Maui mug, with 100% of mug sales going to relief funds,” Ruszkowski says. “Bad Ass Coffee of Hawaii corporate office sold out on all remaining Maui single-origin coffee with sales going to the funds. Overall, Bad Ass Coffee donated $75,000 to help the island’s residents.”
Success Fuels Expansion
CEO Scott Snyder and Chief Development Officer Gregg Koffler, a franchise industry veteran recently tapped as chief development officer, plan to focus development in the Southeast, Rocky Mountain West, California, Texas and elsewhere in the Southwest while re-establishing a strong presence in Hawaii. “We’re finding great success with multi-unit, multi-brand operators, and they probably will lead our future development,” Snyder says.
Tapping Retail as an Additional Revenue Stream
A recent marketing campaign gave the brand a boost while paying homage to the brand’s Hawaiian heritage. Bad Ass Coffee partnered with professional surfers from Maui as brand ambassadors to create new coffee flavors – just a few of many innovative new taste combinations – and a limited-run merchandise line.
“Our stores exceed expectations with the sale of branded apparel and drinkware,” Ruszkowski points out. “We have an advantage over our competition because of our name and association with Hawaii. People are proud to display the Bad Ass Coffee of Hawaii brand on shirts, mugs and more. Knowing this, we rotate in seasonal designs that customers are motivated to buy. Our stores have seen great success when positioning our at-home coffee and merchandise as gift-giving options as well.”
The top-performing half of Bad Ass stores, which sell various blended drinks, teas and innovative Hawaiian-influenced foods as well as java and branded products, saw average net sales of more $1 million-plus. The top 25% of Bad Ass Coffee of Hawaii stores topped $1.2 million. Those numbers helped Bad Ass make QSR’s 2023 40/40 List as one of America’s top “emerging” fast-casual brands.
We’re on a mission to validate Bad Ass Coffee of Hawaii’s position nationally as the premium coffee franchise brand in the QSR space.CEO Scott Snyder
Bad Ass Coffee History and Future
Yet Bad Ass Coffee of Hawaii actually has been around quite a while. It began in 1989 and moved to the mainland in 1995, when the brand began franchising in the United States, U.S. Virgin Islands and Japan. During the past few years, the Bad Ass Coffee of Hawaii franchise relaunched the brand under new leadership and ownership. Corporate headquarters are now in Denver.
“We’re on a mission to validate Bad Ass Coffee of Hawaii’s position nationally as the premium coffee franchise brand in the QSR space while providing unparalleled support to our franchisees as we grow our brand footprint,” Snyder says. “Our franchisee-first mentality will be instrumental to our long-term success. There’s truly never been a more opportune time to join the Bad Ass Coffee of Hawaii ‘ohana. We are tailoring our marketing strategies, leaning into our product, and rolling out new store designs in order to support our aggressive growth goals. The sky is the limit for what’s to come.”
Koffler says that the brand’s ideal franchisees will have “business experience, love coffee and want to be a part of something big.” Bad Ass Coffee of Hawaii seeks single- and multi-unit owners. The franchise is a member of the International Franchise Association’s VetFran organization, and qualifying military veterans will receive a $10,000 discount off their initial franchise fee. For details about Bad Ass Coffee of Hawaii franchises, visit https://badasscoffeefranchise.com/ or call 833-205-2224.