David Mesa, a Marine Corps veteran, has brewed up an excellent idea to help other veterans.
In 2017, as president of PJ’s Coffee, a New Orleans-based company, Mesa launched a program aimed at helping veterans open PJ’s franchises. Through a giveaway, PJ’s waives the franchise fee – as much as $40,000 – for one lucky veteran for a year.
Through the Veterans Franchise Giveaway, veterans also obtain rights to use PJ’s branding and systems. To qualify, veterans have to meet certain financial benchmarks, pass a series of interviews, produce a video detailing how skills they acquired in the service apply to business, and pitch the deal to a group of PJ’s executives.
“The military is a very structured environment,” Mesa told Fox 8 News in New Orleans. “Ultimately, I think the two principles from my time in the Marine Corps were one about always executing the mission, and number two, taking care of your people.”
Mesa believed that a way to care for fellow comrades, especially vets interested in business opportunities, was to help kickstart the Veterans Franchise Giveaway.
“That was kind of my ‘ah hah’ moment, where I realized veterans would make great franchisees,” Mesa said.
The former Marine spent eight years in the military, serving mostly as a radar watch supervisor, making sure planes came in for smooth landings.
Bobby Mounts, another Marine Corps veteran, was able to have a fairly seamless transition from the military to civilian life as a business owner with help from PJ’s Coffee. He was awarded a franchise in 2019, opening his first store in Ruston, Louisiana, a year later. Fast forward to 2025, and Mounts is the proud owner of three coffee shops. In 2024, PJ’s named the veteran Franchisee of the Year. Pretty impressive, considering Mounts beat out nearly 200 other locations to claim the honor.
“The Marine Corps taught me that I can accomplish and endure much more than I ever could imagine,” Mounts said. “I learned how to follow. And then I learned how to lead.”
After the attacks on Sept. 11, 2001, Mounts joined the military, serving from 2002 to 2008. He became a rifleman and was promoted to sergeant. Mounts served a deployment to Iraq in 2004. His post-military journey took him to law enforcement, where he worked for both the Monroe (Louisiana) and West Monroe police departments. Then came Mounts’ next career change, pursuing customers instead of chasing bad guys. With his wife, Kristy, on board, the couple decided to open a PJ’s Coffee franchise.
“So, we decided on a PJ’s Coffee franchise. Then, David Mesa let me know of the Veterans Franchise License Giveaway contest they do yearly,” Mounts said. “So, I went ahead and applied, knowing that I was already going to be a PJ’s Coffee franchisee. I was saving my money to buy the license, but winning that license really accelerated my timeline.”
While Mounts had the drive and vision to succeed, the giveaway provided a financial boost.
“He has really taken this program and run with it, and created a great opportunity for himself,” Mesa said.
Whether veterans are looking for a career shift or simply a positive direction after their regimented role in the military is over, the program provides a shot at a unique opportunity.
“Veterans, they have the leadership quality already. The business side, I think, is what scares most people, Mounts said. “I didn’t come from a business management background, but with a franchise, you have a team there ready to help you and guide you along the way. That was very helpful.”
Deadline to apply for this year’s giveaway is Oct. 1.
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