Numerous studies affirm that veterans make for ideal franchise candidates, given their service-oriented mindsets, discipline, adaptability, resilience and leadership skills. It’s also been demonstrated that veteran entrepreneurs have an undeniable impact on the economy. According to the George W. Bush Presidential Center, there are approximately 2.5 million veteran-owned businesses, representing 9.1% of all U.S. businesses, which generate more than $1 trillion in revenue and employ six million Americans annually.
However, a 2021 National Survey of Military Affiliated Entrepreneurs showed that a lack of initial capital and access to financing options were two of the top barriers preventing veterans from pursuing their business ownership goals. Of the 96% of veteran business owners who required assistance with the initial start-up costs for their business, a majority required less than $25,000 of funding.
Every year, PJ’s Coffee of New Orleans creates a pathway for veterans to build lasting legacies. Through our annual Veteran Franchise License Giveaway, now in its ninth year, PJ’s Coffee waives its $40,000 franchise license fee for one deserving U.S. veteran, aiming to help them overcome this barrier to entry.
The opportunity, in addition to providing essential financial assistance, serves as a springboard into entrepreneurship, community leadership, and generational opportunity. Through franchise incentive programs like these, franchisors can empower veterans to take the next step in their entrepreneurial journeys.
Why Veterans and Franchising Align
For veterans, franchising offers a familiar framework to military service: structure, systems, and teamwork. At PJ’s Coffee, that structure is paired with strong support for franchise owners throughout the entire onboarding process, from site selection and training to marketing and operations. Founded in 1978, the PJ’s Coffee brand is deeply rooted in fostering connections within its communities – a value that resonates with military veterans transitioning into civilian careers.
“Military service is about mission and connection,” says David Mesa, President of PJ’s Coffee and an eight-year U.S. Marine Corps veteran. “Franchise ownership, especially in a system like ours, offers that same sense of purpose.” PJ’s franchisees are encouraged to immerse themselves in their communities: sponsoring Little League teams, working with schools, and contributing to local events. For veterans, that focus on service provides a natural extension of their military experience.
Franchising also offers a proven business model built with systems and processes that allow veterans a chance to start their ventures with confidence, knowing they possess the dedication and discipline it takes to meet challenges head-on. Most veterans are natural leaders with the ability to solve problems under pressure and motivate teams to work toward a common goal.
“Veterans already have what franchising requires,” Mesa explains. “They’re disciplined, they follow a strategic plan, and they know how to lead teams. That’s exactly what this business requires.”
A Veteran Success Story
The true impact of the program is best seen in the journeys of veterans who have gone through it. For Bobby Mounts, a Marine infantry veteran and former Louisiana police officer, the giveaway was a turning point. He received the award in 2019, accelerating his path to ownership by removing a financial barrier that represented nearly half of his yearly salary in law enforcement.
Today, Mounts is preparing to open his third PJ’s location. Winning the Veteran Franchise License Giveaway gave him a head start, but the experience has also taught him valuable lessons in patience and persistence as he navigates the timeline of establishing a business for the first time. His main piece of advice for fellow veterans considering franchising: “There are so many resources out there, and always somebody willing to help you out as a veteran. You have to be willing to dig, ask questions, and learn the ropes, but programs like this make a real difference.”
Veteran Franchise License Giveaway – A Launchpad for Serious Candidates
Our Veteran Franchise License Giveaway is a thorough, hands-on process designed to evaluate readiness for ownership and set up qualified applicants for long-term success. Veteran candidates submit detailed applications, complete video interviews, and present business plans to PJ’s executive leadership.
“We’re looking for veterans who are serious about entrepreneurship and community engagement,” Mesa says. “Even if they don’t win, many applicants go on to join our system [through] the veteran discount because the process gives them momentum and access to our support team.”
In addition to the annual giveaway, PJ’s offers a 20% franchise fee discount to all qualified veterans year-round and participates in the International Franchise Association’s VetFran program.
While only one veteran each year receives the free license, the ripple effects are far greater. The program introduces dozens of veterans to franchising and helps many begin their journey to ownership. “Franchising is about systems and support. That’s why veterans thrive here at PJ’s,” Mesa says. “If PJ’s Coffee can be the bridge that helps them transition from military service to entrepreneurship, that’s something worth doing every year.”
The deadline to apply for the 2025 PJ’s Veteran Franchise License Giveaway is October 1, 2025, with the winner announced on Veterans Day. Once selected, the veteran franchisee winner will receive a free franchise license and full support from our team in developing their location, from site selection and training to marketing and ongoing operations.
Applicants must have:
- $175,000 cash to invest in the business
- $500,000 net worth
- 700+ credit score
And they MUST reside in one of the following eligible states: AL, AR, DC, FL, GA, IL, KS, KY, LA, MD, MO, MS, NG, NJ, SC, TN, TX, VA.