Photo / Courtesy Pliable Marketing
Alyssa Bourque, left, and Sadie Armstrong have signed a name, image and likeness partnership with Aroma Joe's in Maine and New Hampshire.
Updated: June 30, 2023
Capital coffee boost: Aroma Joe's adds Augusta location
Photo / Courtesy Aroma Joe's
Aroma Joe's opened a location Augusta, at 3 Bangor St., its second caffeination station in Maine's capital city and 104th overall.
South Portland-based coffee chain Aroma Joe’s opened a location in Augusta at 3 Bangor St., its second in Maine's capital city and 104th overall. The other caffeination station is at 205 Western Ave.
The 1,050 square-foot drive-thru and walk-up shop features handcrafted coffee and espresso drinks, flavor infusions, AJ’s RUSH Energy Drinks and food.
Stephen Pracher and Kyle Hersey are franchise owners of the new spot, which is operated by Megan Hersey, Kyle's wife. Pracher owns and operates Aroma Joe’s other Augusta location, as well as a South Portland shop on Western Avenue.
Pracher and Hersey met in 2020 during the pandemic, and brewed up an idea to become business partners.
“At that time, Aroma Joe’s locations were sometimes the only personal connection that our customers would have during the day when they went out to grab their coffee, so they were an exceptionally important part of the community,” said Hersey, a first-time Aroma Joe’s franchisee.
Augusta's newest Aroma Joe’s employs around 18 people.
Aroma Joe’s recently opened its 100th location in Waterbury, Conn. Hitting the century mark put it in elite company among franchise brands: Just 16% of the 4,200 total U.S. franchises have 100 locations or more.
Besides the Pine Tree state, Aroma Joe's is in New Hampshire, Massachusetts, Pennsylvania, Florida, Rhode Island, Connecticut and New York, with plans to open a host of new stores in the eastern United States. The brand has been around since 2000.
NIL partnership
The Augusta opening comes on the heels of a name, image and likeness or NIL partnership between Aroma Joe’s and two young Maine athletes brokered by Maine athlete branding startup Pliable Marketing.
University of Vermont track and field athlete Alyssa Bourque of Benton and Portland High School softball player Sadie Armstrong announced the partnership earlier this week with Aroma Joe's in Maine and New Hampshire.
Bourque, 20, is a college junior and competes on the University of Vermont's track and field team in javelin. Armstrong, 18, is a rising senior at Portland High who has committed early to playing Division 1 softball at Longwood University in Farmville, Va.
The partnership with Aroma Joe's was made possible by a 2021 NCAA interim policy allowing collegiate athletes to benefit and receive compensation from companies, organizations and brands in exchange for the athlete using their name, image or likeness to promote or endorse products of services.
Maine high school athletes are also allowed to participate in NIL activities depending on their school's policy according to Greg Glynn, Pliable's founder and CEO.
"Both Alyssa and Sadie are incredible leaders and trailblazers for athletes in Maine an across the country," he said. "This NIL partnership is a great example of how businesses can support local athletes who love their brand."
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