Bringing a slice of New Orleans to his hometown, Thomas Scarborough is no stranger to serving up beloved food and a welcoming atmosphere. As a co-owner of Statesboro’s popular Huey Magoo’s, he and his partner Jeramie Martin are now brewing something new: the city’s first PJ’s Coffee. This new venture explores the personal connection that sparked the business, the challenge of delivering Southern hospitality through a drive-thru window, and the strategy of weaving a brand with a 45-year legacy into the fabric of a modern community. We discuss how lessons from one successful franchise are being applied to another and look at the growing appetite for specialty brands in communities like Statesboro.
You mentioned Statesboro is your hometown. Could you share the story of your first visit to a PJ’s Coffee? What specific qualities convinced you and Jeramie that its Southern hospitality was the perfect complement to your operations at Huey Magoo’s?
It’s one of those things you don’t forget. Jeramie and I were on a trip and looking for a coffee spot, and we walked into a PJ’s. Immediately, it was more than just the incredible aroma of roasted coffee; it was a feeling. The staff greeted us with genuine warmth, and there was this palpable energy, a sense of community. We saw people chatting, enjoying themselves, and it felt so authentic. It reminded me of the very atmosphere we work so hard to cultivate at Huey Magoo’s—that focus on excellence and making people feel truly welcome. It wasn’t just a transaction; it was an experience, and right then, we knew this was a brand we believed in and one that Statesboro would embrace.
Your new location is designed for convenience with a drive-thru. How do you plan to introduce signature New Orleans items like beignets and the Original Cold Brew while also creating that “welcoming ambiance” you admired, especially when interactions with customers are so brief?
That’s the core challenge, isn’t it? Translating that sit-down warmth to a drive-thru window. For us, it comes down to making that brief interaction count. Every customer will get a sincere greeting, a smile they can hear in our voice, and a perfectly crafted drink. The sensory experience is huge—the smell of fresh beignets being dusted with powdered sugar will be the first thing people notice when they pull up. We’re also training our team to be ambassadors for the brand. When someone orders our Original Cold Brew, we can take a moment to mention it’s a special cold-drip process that makes it so smooth. We want every visit, no matter how quick, to leave a positive, lasting impression of New Orleans hospitality and quality.
With experience running Huey Magoo’s, what operational lessons are you applying to this PJ’s Coffee launch? Can you walk us through how you envision the new catering services fitting into the daily life of Statesboro, from office meetings to local events?
Running Huey Magoo’s taught us invaluable lessons about consistency, team building, and community integration. We’re bringing that same playbook here. It’s about rigorous training so that every Pralines & Cream Latte is perfect every time, and it’s about empowering our staff to be problem-solvers. As for catering, we see it as a way to embed ourselves directly into the community’s daily rhythm. Imagine a local business starting its Monday meeting with a fresh box of our beignets and a carafe of hot Café au Lait—it completely changes the tone of the morning. We want to be the go-to for office celebrations, teacher appreciation breakfasts, and family gatherings, making it easy for people to share a taste of New Orleans wherever they are.
PJ’s has a rich 45-year history, including its unique cold-drip brewing process. What steps will your team take to communicate this legacy and commitment to quality to new customers who might be unfamiliar with the brand’s New Orleans roots?
We believe the story is as important as the coffee itself. Our team is being trained not just as baristas, but as storytellers. We want them to be able to share the passion of our founder, Phyllis Jordan, who pioneered this idea back in 1978. When a customer tries our Original Cold Brew, we want them to know why it’s special—that it’s brewed for over 12 hours using a cold-drip process that makes it two-thirds less acidic and incredibly smooth. It’s about sharing those little details that showcase a 45-year commitment to craft. We’ll also use our local marketing and in-store signage to highlight this heritage, so customers understand they’re not just getting coffee; they’re getting a piece of New Orleans history.
What is your forecast for the growth of specialty coffee and unique fast-casual brands in a community like Statesboro?
I am incredibly optimistic. Statesboro is a dynamic, growing community, and people’s tastes are evolving. They are actively seeking out quality and authenticity over mass-produced convenience. Residents want experiences and products with a real story behind them. A brand like PJ’s, which brings the unique, vibrant culture of New Orleans and an unwavering commitment to quality, is perfectly positioned to meet that demand. I believe we will see a continued rise in concepts that offer a distinct personality and superior product, because communities like ours are not just looking for a quick meal or a caffeine fix—they’re looking to support businesses they genuinely believe in.
