Aroma Joe's

Aroma Joe's was founded in 2000 by four cousins from Maine, Marty and Tim McKenna and Mike and Brian Sillon. The first shop opened in East Rochester, New Hampshire, with a goal of bringing positive energy to local communities through high quality coffee, innovation, and personalized service. The company is now headquartered in Scarborough, Maine, after previously operating from Portland, Maine. AJF, the franchising company, is a Florida limited liability company formed on May 17, 2013. It began as a Delaware limited liability company and converted to Florida status on April 1, 2018. CEO Loren Goodridge, a former Subway franchisee who joined the company in 2012 to lead franchising, works with President and COO Dave Tucci. Aroma Joe's opened its first franchise in September 2013 and grew from 69 locations in five states in September 2020 to 73 open coffee shops in December 2020 and 95 active US franchises in the 2023 Franchise Disclosure Document. Later reports describe more than 100 locations across eight states, including 115 stores and counting in late 2024 according to some sources and 112 total U.S. locations according to another account. The brand operates in the snack and nonalcoholic beverage bars market, valued at $333.12 billion in 2025 and projected to reach $352.46 billion in 2026 at a compound annual growth rate of 5.8%. This review examines the franchise's costs, operations, financial data, and growth history for prospective buyers.

The snack and nonalcoholic beverage bars market was valued at $333.12 billion in 2025 and is expected to reach $352.46 billion in 2026, reflecting a compound annual growth rate of 5.8%. Demand is supported by consumers seeking convenient specialty beverages that fit busy schedules, often through drive thru and quick service formats. Customers also place value on personalized service, premium products, and new beverage choices. Aroma Joe's addresses these preferences through its beverage program, service model, and focus on positive energy in its communities. Urbanization, on the go consumption, and interest in varied beverages continue to expand the market. The category remains competitive, but brands with a distinct identity and consistent customer value may find room to grow. Aroma Joe's increased from 69 locations in September 2020 to more than 100 locations across eight states by late 2024, showing continued expansion in this market.

The initial franchise fee for one Aroma Joe's unit is $25,000. Military members and honorably discharged veterans receive a discounted fee of $12,500. The 2023 Franchise Disclosure Document reports total initial investment of $500,588 to $959,250. Other sources report $501,000 to $959,000, while some place the upper end at $1,859,492. A more recent estimate lists $110,800 to $611,200. The differences may reflect variations in format, geography, and construction requirements. The higher figures, especially investments above $950,000, exceed the coffee and tea subsector average investment range of $296,954 to $610,306. The lower estimate near $110,800 could make some versions of the concept accessible to a broader group of buyers.

The 2023 FDD lists real property costs of $3,000 to $12,000 and leasehold improvements of $262,338 to $357,043. Equipment costs $125,000 to $205,000, small wares cost $3,000 to $6,000, and opening inventory is estimated at $15,000 to $20,000. Insurance is estimated at $1,000 to $6,000, while training travel and lodging cost $2,500 to $5,000. Site development is estimated at $10,000 to $100,000, and engineering and planning fees range from $2,000 to $75,000. Miscellaneous expenses are $1,500 to $10,000. The new store marketing fund requires $5,000, professional fees are estimated at $1,500 to $10,000, and an optional security system excluding monitoring costs an additional $1,000. Franchisees are required to have at least $200,000 in liquid capital, although some sources cite a range beginning at $180,000 and extending to a higher figure depending on location and construction costs. Required net worth is $350,000. Ongoing charges include an 8.00% royalty on gross revenue and an advertising or national brand fund fee of 2.5% to 4.5%. AJF provides the corporate structure for the system. Leadership includes Loren Goodridge and Dave Tucci, while Subway cofounder Fred DeLuca assisted with legal matters and became a part owner. The veteran franchise fee discount is another feature directed toward military entrepreneurs.

Franchise operations center on the Aroma Joe's beverage program, customer service, and the positive energy associated with the brand. The training materials include team leadership, although specific staffing requirements are not provided. The company has not identified separate formats such as kiosks or inline stores. Its growth and market position suggest an efficient model that may emphasize drive thru service. New owners complete 31 hours of classroom instruction and 40 hours of hands on training during an approximately two week preopening program. Training takes place at the Scarborough, Maine headquarters and at an Aroma Joe's location with strong performance. Topics include daily operations, customer service, team leadership, inventory management, the beverage program, marketing, hiring, and community engagement. The franchisor also provides continuing operational guidance and operational and marketing resources. Aroma Joe's does not provide exclusive territory protection. A location may therefore face competition from another Aroma Joe's authorized by the parent company or from another brand controlled by the company. Existing franchisees opening additional units are a major source of growth, supporting a multi unit operator model. The documents do not specifically describe an absentee owner model, although strong management could allow owners to expand their involvement across multiple locations.

The gap between average and top results indicates that location, operating discipline, and local marketing can affect sales substantially.

Aroma Joe's reports that cost of goods sold declined from 41% before its broader franchising effort to well below 30% for franchisees. The company attributes the reduction to purchasing cooperatives and contract negotiations. The Loan Activity Score is 52 and categorized as Moderate.

Aroma Joe's began offering franchises in 2012, and its first franchise location opened in September 2013. The system grew from 69 locations across five states in September 2020 to 73 open coffee shops in December 2020 and 95 active US franchises in the 2023 FDD. More recent reports place the network above 100 locations across eight states, including 115 stores and counting in late 2024 according to some sources and 112 total U.S. locations according to another account. In September 2020, the company stated an expectation of reaching 400 locations nationwide by 2028. Existing franchisees opening additional units have been a significant driver of expansion.

Aroma Joe's remains concentrated in the Northeast, with established operations in New Hampshire, Massachusetts, and Maine, the states connected to its founding. The system has expanded beyond Maine and New Hampshire into Massachusetts, Connecticut, Rhode Island, Pennsylvania, New York, and Florida. In 2014, early expansion plans targeted northern Massachusetts and Vermont, with a goal of 40 locations by year end. These plans reflected a regional growth strategy built around expanding beyond the original New England base.