A new franchise agreement will introduce Bad Ass Coffee of Hawaii to Kenosha, Wisconsin, in a 19,000-square-foot travel plaza set to open in Q2 2025. This marks a significant move for the brand as it expands into nontraditional locations, aiming to capture the growing coffee market. The travel plaza will serve as a flagship location, strategically positioned near three college campuses to attract students and travelers alike.
• Bad Ass Coffee will be the main attraction in a new travel plaza.
• The plaza is part of a broader strategy to enter nontraditional markets.
• CEO Paul Bhardwaj emphasizes the potential of coffee in travel settings.
• The brand has a strong franchise support system for operators.
This development is important as it highlights the shift in consumer preferences towards quality coffee in convenient locations. By tapping into this trend, Bad Ass Coffee aims to enhance brand visibility and provide franchisees with profitable opportunities. The expansion reflects a growing demand for premium coffee experiences, especially in high-traffic areas.
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