A Path from Submarines to Subs to Specialty Coffee: Our CEO, Loren Goodridge’s journey to Aroma Joe’s is as unique as it is fascinating. Transitioning from a nuclear engineer on submarines, where precision and discipline are paramount, to franchising with Subway, and finally to Aroma Joe’s, he has carried over a commitment to excellence and a keen analytical mind. “Running nuclear reactors taught me about the importance of training and detail… But I realized, civilian life needed a different approach. Still, that analytical training and commitment to excellence have deeply influenced how I approach the coffee business,” he shared.

This blend of rigorous training and a more relaxed approach became the perfect formula for shaping Aroma Joe’s culture and operations. Loren’s desire was not just to create another coffee franchise but to foster an environment that values positivity, excellence, and community.

Cultivating Culture and Community

At the heart of Aroma Joe’s success is its vibrant culture and strong community ties, deeply influenced by Goodridge’s vision. He emphasized the importance of building a mission statement and core values that everyone in the company, from baristas to franchisees, can rally behind. “It was crucial that we developed a mission statement and core values that were simple, memorable, and truly reflective of what we stand for. ‘Positively impacting people’ isn’t just a tagline; it’s the compass that guides everything we do,” he reflected.

This commitment to positive impact extends beyond the customer experience to how Aroma Joe’s supports its employees and franchisees. Goodridge shared stories of supporting young people in their career paths, changing lives, and making dreams achievable. “We’ve turned employees into successful franchisees. We’re not just building a business; we’re building futures.”

Integrity as Table Stakes

Unlike many companies that list integrity as a core value, Aroma Joe’s considers it a given. “Integrity is table stakes. If you don’t have it, you don’t have a business. It’s that simple,” he asserted. This foundational belief ensures that Aroma Joe’s operates with transparency and honesty, fostering trust within the community and amongst its partners.

As for the future, Aroma Joe’s is on a path to significant expansion, with a goal to 10x the business. However, this growth is not just about numbers. Goodridge is determined to grow Aroma Joe’s in a way that stays true to its core values and community-focused mission. “We could grow faster, but we choose to grow with people, not just for profits. Our franchisees are part of the communities they serve, involved in local clubs, charities, and making a real difference.”

This thoughtful approach to expansion reflects the broader vision for Aroma Joe’s: to build a coffee brand that enriches lives, one cup at a time.

Aroma Joe’s: More Than Just Coffee

Loren Goodridge’s journey and insights reveal much more than the history of Aroma Joe’s; they showcase the soul of the brand. It’s a story of passion, resilience, and a deep commitment to making a positive impact on every life touched by Aroma Joe’s. For those looking to be part of something bigger, Aroma Joe’s offers more than a franchise opportunity; it offers a chance to be a bigger part of your community and ours.

In the words of our CEO, “At Aroma Joe’s, we’re not just serving coffee; we’re serving smiles, support, and success. And we’re only just getting started.”

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