Bad Ass Coffee, a Hawaii-based coffee brand, is making waves by targeting the "sip and savor" crowd rather than focusing solely on convenience like its competitors Starbucks and Dunkin'. With 31 locations and expanding, the brand recently hired Ivy Hanks and Eleanor Schwartz to elevate its franchise marketing and brand engagement. Founded in 1989, Bad Ass Coffee has shifted its expansion efforts from the Hawaiian Islands to the continental U.S., with new stores planned in Texas, Tennessee, Florida, and New Jersey. Both Hanks and Schwartz bring valuable experience and a deep connection to coffee culture to their roles. Their primary challenge is to maintain the brand's Kona coffee heritage while expanding its reach. Bad Ass Coffee aims to recruit more franchisees and increase brand awareness through local marketing efforts and its upcoming first franchise convention. The brand's unique selling point is its experiential approach, inviting guests to sit down and enjoy their coffee, combined with a cheeky name that catches attention.
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