PJ's Coffee deepens convenience-store push with Kentucky deal

PJ's Coffee deepened its convenience-store push with a seven-unit Kentucky license that puts drive-thrus, end caps and in-store counters into the brand's growth mix. PJ's Coffee of New Orleans announced the deal on June 9 with Steve Estepp’s Estepp Energy and Coffee Dudes LLC, giving Central Kentucky commuters a faster way to buy a premium cup without relying on a stand-alone cafe.

The agreement leans on a family-run operator that has spent more than 50 years in Kentucky’s convenience-store business. Estepp Energy already works with foodservice names including Freddy’s Frozen Custard & Steakburgers, Hot Head Burritos and Little Caesars, so PJ’s is stepping into a network that already understands how to use branded food and beverage to pull traffic inside.

PJ’s is bringing more than just a logo to the counter. The chain was founded in 1978 by Phyllis Jordan in New Orleans, and it promotes a signature iced coffee made with a cold-drip process that the company says leaves the drink two-thirds less acidic than typical coffee. PJ’s also describes its coffee as using top 1% Arabica beans and small-batch roasting, positioning the brand as a premium option that can travel well into nontraditional locations.

That positioning matters because convenience-store coffee has become one of the hardest-fought parts of the beverage business. NACS said U.S. convenience foodservice and merchandise sales reached $341.2 billion in 2025, up 1.7% from 2024, marking the 23rd consecutive year of inside sales growth. NACS also said hot dispensed beverages are the third-largest c-store foodservice category, with coffee the leading item in that segment.

The customer logic is straightforward: shoppers want variety, freshness and clean preparation areas, and convenience stores increasingly have to deliver those basics at speed. That has turned coffee into a higher-value stop for operators that can combine a trusted brand with flexible footprints, whether that means a full cafe, a drive-thru or a compact counter set-up.

For PJ’s, the Kentucky rollout pushes the brand further into a channel that can build recognition without the same capital burden as a new stand-alone shop. For commuters, it means a premium coffee name showing up where the morning rush already happens, which is exactly why convenience-store coffee is becoming a bigger battleground.