College students and caffeine go hand-in-hand, which is exactly what Keene’s Aroma Joe’s celebrated during its grand opening on Thursday, Oct. 29, 2015.
Though the coffee shop opened on 141 Winchester Street in mid-July this past year, the grand opening was held off until just this past week.
Emma Simpson, KSC sophomore and coffee enthusiast, said that she visits Aroma Joe’s about three days a week on average.
Of the grand opening, Simpson said, “I was a little bit confused that it happened [last week] because they’ve been open for months now, but I did enjoy getting a cheap caffeinated drink.”
Maryna Shuliakouskaya, owner of the Keene’s Aroma Joe’s, explained that the point of the grand opening was to make a good impression, not necessarily a first impression.
“You don’t do a grand opening until the store is staffed and all the baristas are really ready for it. That’s how you really make an impression,” Shuliakouskaya said.
Shuliakouskaya continued, “Say you get a cup of coffee and it’s not made good because the baristas are not well trained – your first impression will be pretty bad. We really wanted to make sure that everything was perfect, and that our staff was ready, before we had our grand opening.”
Haley Cabana, who has been working at the Aroma Joe’s franchising office in Portland, me for ten years, said, “I think having the grand opening now is perfect timing.
When the Keene Aroma Joe’s opened, it was the middle of the summer, a lot of the students weren’t here. Now everyone’s here, knows the brand a little better, and is more familiar with our products. We sold a ton of Rush [during the grand opening], so it really worked out well.”
According to Cabana, the first Aroma Joe’s opened up in the year 2000 in Rochester, New Hampshire, and they’ve been expanding ever since.
They hope to have 50 stores open by the end of the year.
The coffee shop sells energy drinks, sugar-free energy drinks, frozen energy drinks, coffees, teas and smoothies, among other beverages.
They also offer bagels, sandwiches and pastries.
Shuliakouskaya said that the interesting thing about Keene’s Aroma Joe’s is that it’s essentially run by KSC students.
“Most of our baristas go to the college here,” Shuliakouskaya said. “We’re happy to provide additional jobs for the students. Most of them live close by, so for them it’s a no-brainer. They study across the street, they come to work, they go home, all in less than a mile radius,” she said.
One such barista, Avery Black, lives on campus right across the street from Aroma Joe’s.
Black, who has been working at the coffee shop for just about two months now, said that she agrees with Shuliakouskaya that the location is extremely convenient for KSC students.
“I tend to get coffee [at Aroma Joe’s] every time I work, and then on a lot of my off days, too, when I go in with friends,” Black said.
Shuliakouskaya said that she’s glad the grand opening of the Keene store went off without a hitch.
“I’m very thankful to my team that I have here – I live two hours away from here, but everyone here is local and lives close by so they’re the ones running the show and helping me to succeed,” Shuliakouskaya said, “And I’m thankful for people from the community who come here every morning to support us and buy our coffee.”
Jill Giambruno can be contacted at jgiambruno@kscequinox.com