If you’ve ever experienced a craving for beignets, a deep-fried pastry famous in New Orleans, then you’re in luck. They’re a staple at PJÐÔÊӽ紫ý Coffee of New Orleans, which will be opening next month on Second Avenue in the former Shrimp Boat location.
PJÐÔÊӽ紫ý began as a coffeehouse in New Orleans in 1978. The company now has over 200 operating locations, with more than 100 currently in development, according to their website.
Michael Liggons, who owns the new Rome location, spent 35 years in the trucking industry before deciding to launch the venture.
“ItÐÔÊӽ紫ý been challenging to keep truck drivers for a while now, and it felt like the right time to try something different,†he said.
He initially started thinking about franchise restaurants, or even a hot dog stand, but said he’d seen a lot of empty restaurants during his time delivering soft drinks for the local Pepsi bottler.
“It was actually my daughter who turned me on to PJÐÔÊӽ紫ý,†Liggons said. “She visited a location in Panama City and raved about it.â€
As a trucker, he recalled that good coffee places are always packed.
Liggons said he had never been to New Orleans until after he purchased the franchise, and was not exactly a serious coffee drinker.
“I mean, as a truck driver, I drank a lot of coffee, but I was never particular about what I drank,†he said. “But after drinking some of PJÐÔÊӽ紫ý coffee, I’m never going back to regular coffee.â€
He said the process of purchasing the franchise was pretty straightforward and he’d been searching for a place to put it for a while.
“I was in negotiations with the owners of the location that eventually became the new DougÐÔÊӽ紫ý Deli at Berry Crossing,†Liggons said. “But it didn’t work out.â€
He identified the former Shrimp Boat property pretty early on, he said, as he knew the owners. Jeremy Duke and Tyson Dube are also partners in MoeÐÔÊӽ紫ý Original Barbecue at Bridgepoint Plaza, as well as the Mellow Mushroom locations on Broad Street and off Main Street in ÐÔÊӽ紫ý Cartersville.
“I originally leased the building and started doing renovations,†Liggons said. “But then, as renovations continued, it needed a lot more work than we thought, and I realized I needed to buy the building entirely.â€
There was too much money that needed to be spent on a property that he didn’t own, so he purchased the building in December.
The problem was that the Shrimp Boat had been in the same location for many years, and many of the building codes had been updated since it started in business. Additionally, as he was launching a franchise, the corporate headquarters was involved with every decision and change order.
“I probably should have demolished the old structure and started from scratch,†he said. “And there are no simple problems when you are part of a franchise and have an old building.â€
Liggons said once renovations are complete, he will need to load in his new equipment and hire staff. After that, PJÐÔÊӽ紫ý headquarters will send a team to help him train his new staff on how to use the equipment.
“Everyone has been asking us about our beignets,†Liggons said. But we also have breakfast and lunch sandwiches as well as fantastic coffee.â€
Liggons said he plans to open in late June.
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