Bad Ass Coffee is one of the largest purveyors of Kona coffee with stores worldwide and plans for an Asian expansion.

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Alexander the Great defeated the Persians, Hannibal marched elephants over the Alps and Napoleon invaded Russia. Imagine their reaction if you told them all they needed to conquer the world was the right blend of coffee beans.

Although those famous leaders would have laughed at the idea, there’s no denying the success Bad Ass Coffee Co. has had in establishing its territory, one store at a time.

COO Harold Hill says the company has recently expanded its reach from its more than 50 stores in North America and Hawaii to Japan, Malaysia, South Korea, China and Taiwan. It’s also exploring the possibility of signing contracts for Dubai, United Arab Emirates, and Mexico.

“We’ve expanded or at least plotted our goals heavier in the international market,” Hill says. “We’re still heavily exploring the markets here in the United States, but we’ve decided to expand out.”

However, as many franchises know, it’s one thing to expect growth into new markets, but quite another to actually accomplish it. No matter what your growth strategy may be, the single greatest driver of growth is always the product.

Fortunately for Bad Ass Coffee, Hill says, it has a product that’s hard to beat – Hawaiian-grown, 100 percent Kona coffee beans.

Standing Out
Headquartered in Salt Lake City, Bad Ass Coffee sets itself apart not only through its attention-grabbing name, but also its unique image and quality product, Hill says. “We have one of the most gorgeous logos in the industry,” he says. “Our Hawaiian heritage is also unique; we used to be based there.

“We’re [also] one of the largest purveyors of Kona coffee. We brew world-class, American-grown Kona coffee fresh every day. And our décor package is Hawaiian-themed and extremely different.

“Our product is superior to every other coffee company out there,” he continues. “When customers come into our store, they become customers for a long time.”

Hill says the Bad Ass Coffee menu is one of the most extensive of any coffee company, featuring signature lattes and a wide assortment of cold drinks. Customers can also choose their own custom-blended coffee drinks. They can take home a bag of beans for their own use at home, and can show off their brand appreciation with a line of custom-branded mugs, hats, T-shirts, chocolates and macadamia nuts. Hill says the company’s brand extends to the way it treats its customers, as well.

“We strive to offer absolute perfection,” he says. “We believe in the Hawaiian heritage and the aloha spirit. Every customer that enters our store should get an aloha greeting and a friendly smile.”

Global Footprint
That aloha spirit continues to spread around the world as Bad Ass Coffee adds more international locations. After opening nine stores in Japan in 2007, Hill says the company began signing contracts for other Asian territories late last year. He says the potential exists for Bad Ass to expand across the map in the near future, considering its contracts in Malaysia, South Korea, China and Taiwan.

“When you include Japan in there … that encompasses over 1,000 [potential] stores,” Hill says. He says the company hopes to have stores open in Malaysia, China and Taiwan before the end of the year.

What works in Bad Ass Coffee’s favor is the fact that the concept doesn’t require much tweaking to fit into different cultures. Coffee, he says, is almost a universal language. Unlike fast-food concepts such as McDonald’s – which famously alters its menu in countries such as India and Japan for cultural concerns – Hill says Bad Ass Coffee has been able to keep its offerings mostly intact.