Colorado-based coffee chain, Bad Ass Coffee of Hawaii, has announced two significant senior marketing appointments to enhance franchise engagement and support its growth strategy.
Eleanor Schwartz has been named Director of Brand Engagement. Schwartz joins Bad Ass Coffee from Caribou Coffee, where she had led brand communications since 2022. Her background also includes serving as Social Media Manager for Wahine Media, a digital marketing agency based in Honolulu, and working on a Kona coffee farm in Hawaii. Bad Ass Coffee highlighted that Schwartz’s experience will “enrich the brand’s connection to the history of Hawaiian coffee.”
Additionally, Ivy Hanks has been appointed Director of Franchise Marketing. Hanks will spearhead marketing initiatives for both new and existing franchises. She brings a wealth of experience from her previous roles in marketing and product development at Tropical Smoothie Cafe, a prominent quick-service restaurant franchise.
These strategic appointments come as Bad Ass Coffee embarks on a significant expansion phase. The company, which currently operates 31 stores across 14 US states, has over 100 outlets in various stages of development. By the end of 2024, Bad Ass Coffee aims to open 20 additional stores and secure agreements for 36 more sites.
“Both Ivy and Eleanor bring proven track records of boosting engagement across other franchise brands to Bad Ass Coffee, and we are excited to see the positive impact that their creativity and strategic thinking will have on the success of our franchisees,” said Scott Snyder, CEO of Bad Ass Coffee of Hawaii.
Founded in Hawaii in 1989, Bad Ass Coffee of Hawaii also offers packaged coffee, tea, and branded merchandise through its online store. The company plans to expand into grocery, hospitality, and specialty retail channels by the end of the year.