Yearly, one U.S. navy veteran will get greater than a thanks — they get a shot at generational wealth. PJ’s Espresso of New Orleans, a fast-growing franchise (ranked #103 on the 2025 Franchise 500) with greater than 190 areas, has made it a convention to waive its $40,000 franchise license price for one veteran via its Veteran Franchise License Giveaway. Now in its ninth 12 months, this system displays the model’s long-standing effort to help former service members of their transition to civilian life — significantly these able to tackle the problem of entrepreneurship.
“We realized early on that veterans have what franchising wants,” says David Mesa, PJ’s Espresso’s chief improvement officer and an eight-year U.S. Marine Corps veteran. “They’re disciplined, they comply with the plan, and so they lead groups. That is precisely what this enterprise requires.”
Southern roots, native mission
Based in 1978, PJ’s Espresso is thought for its small-batch roasting, Southern hospitality and community-first franchise mannequin. Although it now operates areas throughout the nation, the model emphasizes staying linked to the area people — one thing Mesa believes resonates strongly with veterans. “Navy service is about mission and connection,” he says. “Franchise possession, particularly in a system like ours, can supply that very same sense of function.”
Franchisees are inspired to immerse themselves of their native markets: sponsoring Little League groups, collaborating with church buildings, working with colleges and contributing to group occasions. That lively engagement gives a well-known sense of teamwork and repair for former navy members trying to reintegrate and rebuild after lively obligation.
Along with the annual giveaway, PJ’s Espresso affords a 20% franchise price low cost year-round to all certified veterans and participates within the Worldwide Franchise Affiliation’s VetFran program, a nationwide initiative supporting veterans via franchise training and entry.
Veteran License Giveaway
The Veteran Franchise License Giveaway is not a sweepstakes; it is a hands-on, multi-step course of that mirrors the early levels of franchise possession. veterans should submit private {and professional} background info, create a marketing strategy and take part in video interviews with PJ’s government management. “We’re in search of veterans who’re critical about entrepreneurship and wish to be concerned of their communities,” Mesa says. “It is a actual alternative to guage their readiness and assist them succeed.”
Finalists current their enterprise plans on to management. The workforce considers every applicant’s alignment with the model’s values, significantly round native involvement and workforce administration. And even for individuals who do not win, the method typically turns into a turning level: Many veterans go on to open PJ’s areas regardless, supported by the 20% low cost and new relationships cast throughout the course of.
“It offers them a plan, momentum and entry to our system,” Mesa says. “They get to know us, and we get to know them.”
A head begin for vets
Bobby Mounds was the recipient of the award in 2019. The previous Marine infantryman was working as a police officer in Louisiana, however the lengthy hours, low pay, stress and missed holidays had been carrying on him. When he got here throughout PJ’s whereas researching franchises, a dialog with Mesa satisfied him. “He stated, ‘Hey, I do know you are already going to do that, however why not attempt to save your self some cash and enter?’ So I did, and that sped up my timeline, as a result of it was about half a 12 months’s wage for me as a regulation enforcement officer.”
At the moment, Mounds is about to open his third PJ’s location. He was decided to open a franchise, however profitable the award gave him a head begin he is grateful for, particularly as a result of he is stricken with one thing that touches many entrepreneurs. “Endurance,” Mounds says, “that is one thing I haven’t got. I push for outcomes instantly, and that is one thing you may’t do if you’re coping with development and different folks’s timelines. So I needed to always remind myself to decelerate, that issues will occur once they’re purported to occur.”
Mounds, who plans to consolidate his operation as soon as his third location opens on the finish of July, has recommendation for different veterans who’re contemplating franchising as a possible alternative. “There are such a lot of sources on the market for veterans, but it surely’s onerous to trace them down as a result of they don’t seem to be centralized,” Mounds says. “You may have to look and discover alternatives, however there’s any person on the market who’s keen to help you as a veteran, for positive. Maintain digging, attain out to these sources, discuss to everyone you may and be taught the ropes.”
The 2025 Veteran Franchise License Giveaway winner might be introduced on July 4, a symbolic date that underscores the model’s mission: creating alternatives for individuals who served their nation. And though just one individual receives the free license annually, Mesa believes the true affect of this system lies in what number of veterans it introduces to the model — and entrepreneurship generally.
“Franchising is about techniques and help,” Mesa says. “Veterans thrive in that atmosphere. If we may be the bridge that helps them get there, that is one thing price doing yearly.”
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Yearly, one U.S. navy veteran will get greater than a thanks — they get a shot at generational wealth. PJ’s Espresso of New Orleans, a fast-growing franchise (ranked #103 on the 2025 Franchise 500) with greater than 190 areas, has made it a convention to waive its $40,000 franchise license price for one veteran via its Veteran Franchise License Giveaway. Now in its ninth 12 months, this system displays the model’s long-standing effort to help former service members of their transition to civilian life — significantly these able to tackle the problem of entrepreneurship.
“We realized early on that veterans have what franchising wants,” says David Mesa, PJ’s Espresso’s chief improvement officer and an eight-year U.S. Marine Corps veteran. “They’re disciplined, they comply with the plan, and so they lead groups. That is precisely what this enterprise requires.”
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