KENOSHA, Wis., USA – Bad Ass Coffee of Hawaii, a leading coffee franchise renowned for its premium sourcing of Hawaiian coffees and unforgettable cafés, announces a new signed agreement that will bring a nontraditional location to the greater Kenosha market in Q2 2025. Bad Ass Coffee is set to become the flagship concept in a 19,000-square-foot travel plaza at County Highway E, I-94 Exit 339.
This exciting development marks a major step in the brand’s expansion into nontraditional locations, highlighting significant growth opportunities on the horizon.
At the helm of this agreement is Paul Bhardwaj, CEO and founder of Golden Oil, which operates 12 travel centers and employs over 400 team members. In addition to building a multi-million-gallon fuel company, Bhardwaj is well-versed in the QSR space, owning franchises of top brands like Subway, Dairy Queen, and Cinnabon, among others.
With over 30 years of industry experience, he’s witnessed shifting consumer preferences and evolving amenities. Driven by the demand for speed and quality, Bhardwaj sought a standout coffee concept to anchor the all-new travel plaza.
“Coffee is an untapped market for us with massive potential,” said Bhardwaj. “For a travel plaza, it’s a natural fit, and being near three college campuses positions us perfectly to become a go-to coffee destination. When we set out to find the right brand, we were looking for something truly distinctive and premium. Bad Ass Coffee of Hawaii stood out – not only for its exceptional product, but also for its proven business model and impressive financials, making it a smart and seamless investment.”
Bad Ass Coffee of Hawaii leadership share Bhardwaj’s enthusiasm for tapping into nontraditional expansion opportunities as a complement to the brand’s overall franchise development strategy.
“As we continue to grow, it’s crucial in this competitive market to identify nontraditional opportunities that will build awareness for our brand, while presenting an attractive business opportunity for our franchisees,” said Gregg Koffler Chief Development Officer of Bad Ass Coffee of Hawaii.
“With consumer accessibility and convenience top-of-mind, we’re committed to bringing our quality product to consumers through a wide variety of nontraditional locations, including travel plazas, airports, convenience stores, colleges, and other high-trafficked venues.”
