Who Really Runs Aroma Joe's?

Aroma Joe's is a coffee franchise based in Portland, Maine that was founded in 2000. In 2018, Loren Goodridge, an experienced multi-concept franchisee, became the company's CEO. However, in 2024, Aroma Joe's restructured its management team, promoting COO Dave Tucci to president and eliminating the CEO position. Goodridge transitioned from the chief executive role to focus on his franchisee and shareholder duties, as well as working as a development agent and a managing member of the company's board.

Loren Goodridge was the CEO of Aroma Joe's

Goodridge's journey with Aroma Joe's began when his daughter gave him a gift card to the coffee chain. He was immediately impressed by the young crowd and high-energy vibe. He inquired with the brand and soon met the two sets of brothers who founded the company. Goodridge then became a franchisee and helped the company expand.

Goodridge's initial locations were successful, and he soon found himself working closely with the brand's executive team. He later became a development agent and ultimately CEO. As CEO, he helped Aroma Joe's battle against competitors like Dunkin' and Starbucks by positioning the company as the perfect middle ground between the super-fast service of the former and the slower, hangout-type atmosphere of the latter.

Under Goodridge's leadership, Aroma Joe's grew beyond its home state into New Hampshire, Massachusetts, Pennsylvania, and Florida. As of 2024, the company has 68 locations, 67 of which are franchised. Goodridge attributed the brand's success to its focus on small-format stores, which offer a more accessible franchise opportunity for aspiring owner-operators who want to be directly involved in the day-to-day operations.

In 2024, Aroma Joe's restructured its management team, promoting COO Dave Tucci to the additional role of President and eliminating the CEO position. Goodridge transitioned from the chief executive role to focus on his franchisee and shareholder duties, as well as his work as a development agent and managing member of the company's board.

Goodridge was a US Navy veteran

Loren Goodridge, the former CEO of Aroma Joe's, is a US Navy veteran. Goodridge served in the US Navy before he transitioned into the business world. During his time in the Navy, he chased Russian nuclear submarines under the polar ice caps. After leaving the service in 1991, Goodridge embarked on a new journey, setting his sights on becoming a successful franchisee.

Goodridge's journey into the world of franchises began with Subway, one of the fastest-growing franchises at the time. He quickly rose through the ranks, eventually owning over 30 Subway restaurants. But Goodridge's ambition didn't stop there. In 2012, he became the first franchisee of Aroma Joe's, a drive-thru-centric coffee franchise based in Portland, Maine. Just six years later, in 2018, he ascended to the position of CEO of the entire system.

Goodridge's experience in the US Navy cultivated a mindset of determination and perseverance, which undoubtedly contributed to his success in the business arena. His military background taught him the importance of discipline, strategic thinking, and effective leadership—skills that proved invaluable as he navigated the challenges of franchising. Goodridge's military service also instilled a sense of resilience and adaptability, enabling him to stay agile in a dynamic business environment.

As a US Navy veteran, Goodridge brought a unique perspective to his role as CEO of Aroma Joe's. He understood the value of teamwork and the power of diverse skill sets. By fostering a collaborative environment and embracing innovation, he was able to drive growth and expansion for the company. Goodridge's military experience taught him to lead with courage and make bold decisions, such as going up against dominant players in the coffee franchise market like Dunkin' and Starbucks.

Under Goodridge's leadership, Aroma Joe's experienced significant growth and expansion. The brand thrived under his strategic vision, and he successfully steered the company toward success in the highly competitive coffee franchise market. Goodridge's military background undoubtedly contributed to his leadership style, empowering him to navigate challenges, inspire his team, and make strategic decisions that propelled Aroma Joe's forward.

Goodridge became a franchisee in 2012

In 2012, Loren Goodridge, a US Navy veteran, became the first Aroma Joe's franchisee. Goodridge had previously owned several franchises for other brands, including Subway and Mail Boxes Etc. He first learned about Aroma Joe's from his daughter, who gave him a gift card to a location near his office. Impressed by the brand, he reached out to the company and met with the founders. With assistance from Fred DeLuca, the late founder of Subway, Goodridge opened his first Aroma Joe's location in September 2013. This initial store was a co-branded location with Subway, cementing an unlikely partnership that benefited the Aroma Joe's brand.

Goodridge's early locations were successful, and he soon found himself working closely with Aroma Joe's executive team. In 2018, just six years after becoming a franchisee, Goodridge was appointed CEO of the entire system. As CEO, he helped the company expand beyond its home state and oversaw its growth to 68 locations, and later, over 100 shops.

Goodridge attributed the brand's success to its drive-thru-centric concept, which offered a middle ground between the fast service of Dunkin' and the slower, hangout-style atmosphere of Starbucks. He also emphasised the importance of owner-operators who were directly involved in the day-to-day operations of their stores and actively engaged in their communities.

In 2023, Goodridge stepped down from his role as CEO to focus on his franchisee and shareholder duties, as well as his work as a development agent for the company. At the time of his transition, Aroma Joe's had reached the milestone of 100 locations.

Goodridge was appointed CEO in 2018

Loren Goodridge was appointed CEO of Aroma Joe's in 2018. Goodridge was a U.S. Navy veteran before he left the service in 1991 and turned his focus to becoming a franchisee. He wasn't concerned about the specific business, he just wanted to be successful. This mindset led him to invest in Subway, which was one of the fastest-growing franchises at the time, and also in Mail Boxes Etc. At his peak, Goodridge owned more than 30 Subways, 19 of which he still owns.

Goodridge first learned about Aroma Joe's when his daughter gave him a gift card to a location near his office. He was impressed by the young crowd and high-energy vibe, and he was intrigued by the brand's confidence in leasing a high-visibility, expensive space. He put in an inquiry with the brand, which led him to meet the two sets of brothers who founded the coffee chain. Goodridge then sought the thoughts of Fred DeLuca, the late founder of Subway, who liked the concept so much that he wanted to invest in and help expand the brand. Goodridge's first Aroma Joe's store was a co-branded location with Subway, which opened in September 2013.

Goodridge's initial locations were successful, and he found himself working closely with the brand's executive team. He became a development agent and ultimately CEO in 2018. As CEO, Goodridge helped Aroma Joe's battle against Dunkin' and Starbucks, which dominate the coffee scene in the Northeast and nationwide, respectively. He saw the drive-thru-centric concept as the perfect middle ground between the super-fast service of Dunkin' and the slower, hangout-type atmosphere of Starbucks.

Under Goodridge's leadership, Aroma Joe's grew from its home state into New Hampshire, Massachusetts, Pennsylvania, and Florida. The company now has 68 locations, nearly three-quarters of which have a drive-thru lane, with some offering two. This focus on small-format stores has been a key part of the brand's economics, with Aroma Joe's average unit volume near $525,000 on a franchise cost that ranges from $250,000 to $600,000.

In 2024, Aroma Joe's restructured its management team, promoting COO Dave Tucci to the additional role of president and eliminating the CEO position. Goodridge transitioned from the chief executive role to focus on his franchisee and shareholder duties, as well as working as a development agent and managing member of the company's board.

COO Dave Tucci replaced Goodridge as President

Aroma Joe's, a coffeehouse chain based in Scarborough, Maine, has recently undergone a leadership change. In May 2024, the company announced that COO Dave Tucci would be taking on the additional role of President, effectively replacing Loren Goodridge as the head of the company. This move comes as Aroma Joe's restructures its management team and eliminates the CEO position.

Loren Goodridge, the former CEO of Aroma Joe's, has had a significant impact on the company's growth and expansion. Goodridge joined Aroma Joe's Franchising LLC in 2012 and became the company's first franchisee in 2013. With his experience as a respected Subway franchisee and Development Agent, Goodridge helped Aroma Joe's begin offering franchise opportunities. Under his leadership, the company expanded from its roots in Maine and New Hampshire to over 100 shops across the Northeast, with a presence in states like Massachusetts, Pennsylvania, and Florida.

Goodridge's focus on drive-thru-centric locations and high-visibility, expensive spaces set Aroma Joe's apart from its competitors. This strategy positioned the company as a middle ground between super-fast service and slower, hangout-style atmospheres. Goodridge's success with Aroma Joe's led to his appointment as CEO in 2018, and the company continued to thrive under his leadership.

However, as Aroma Joe's entered a new phase of growth, the management structure evolved. COO Dave Tucci, who joined Aroma Joe's in January 2021 and became COO in January 2022, brought a wealth of experience from his previous leadership roles. Tucci had been a development agent for Firehouse Subs in several New England states and had held leadership positions at various Maine companies, including Portland Pie Co. and Shipyard Brewing Co.

With Tucci's expertise and his year of shadowing Goodridge, he was well-prepared to step into the role of President. In his new position, Tucci is poised to lead Aroma Joe's into its next phase of expansion. While the company has chosen not to fill the CEO position at this time, Goodridge remains an integral part of the team. He will focus on his franchisee and shareholder duties, work as a development agent, and serve as a managing member of the company's board, continuing to shape the company's future.

This leadership transition at Aroma Joe's showcases the company's dynamic approach to management and its commitment to growth. With Tucci at the helm, Aroma Joe's is positioned to build on its success and further solidify its presence in the highly competitive coffee franchise landscape.

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