New Orleans Roast has been a notable name in the coffee industry, synonymous with high-quality, flavorful brews. In this Q&A with Alan Guilbeau, VP of Sales and Business Development for New Orleans Roast and PJ’s Coffee under Ballard Brands, we explore the brand’s commitment to excellence and the innovative strides it’s making in the coffee and tea space. From partnerships with renowned restaurant chains to unique product offerings that cater to diverse palates, Guilbeau shares insights on what sets New Orleans Roast apart and what the future holds for this dynamic brand.
Q: For those who aren’t familiar, share a little about Ballard Brands and New Orleans Roast.
Ballard Brands is owned by the three Ballard brothers — Paul, Scott and Steven — and operates in three specific areas: franchising, restaurant management, and products and services. New Orleans Roast, which resides as a products and services go-to-market with coffee and our brewed iced tea, is involved in B2B sales and robust e-commerce businesses. From office coffee business, consumer packaged goods (CPG), healthcare, colleges and universities, casino business, restaurants, hotels — we practically touch on everything. We offer both coffee and our brewed iced tea. Our hotel business also touches on everything, both the banquet area and in-room. In grocery stores, we’re able to offer both ground and single-cup coffee. New Orleans Roast boasts a unique set of flavors that outshine those of most other brands around our single-cup business.
Q: What’s the latest on growth for New Orleans Roast?
There are two key areas of growth that we are currently experiencing. Firstly, our healthcare division has formed a partnership with Morrisons — a healthcare foodservice group — enabling us to conduct significant business in the Southeastern region of the United States, spanning from Texas to Alabama, Georgia and Florida. Our restaurant business has also blossomed, with recent partnerships with P.F. Chang’s for both coffee and tea, Tommy Bahama, as well as a couple of local chains such as Copeland’s and Zea. In addition, our sweet-brewed tea product has been a major success, offering a consistent blend of tea and sugar brewed together in a basket. Our mango-flavored tea has been particularly popular.
Q: What are Ballard Brands’ plans for the future?
Growth! Looking ahead, we envision the healthcare business and our restaurant division as the key drivers of our growth in the coming years. We have honed in on a specific niche in these areas and are dedicated to perfecting our approach as we strive to better serve our restaurant customers and expand our partnerships.
Q: Trends in the beverage space/exciting products? What makes you different?
We believe that our distinctive variety of flavors sets us apart. While others offer the usual dark roast, French Roast and Breakfast Blend, our range includes unique options such as Southern Pecan, Creme Brulee, Bananas Foster, Salted Caramel, and King Cake, to name just a few. This diverse selection allows us to appeal to a wide range of flavor preferences.
In addition to our coffee offerings, our sweet-brewed tea and lemonades are gaining popularity as customers express interest in exploring new options. Moreover, we have an excellent cold brew concentrate that has been well-received, aligning with the increasing demand and trend for iced coffee, particularly among younger consumers. Although drip coffee accounts for approximately 50% of our sales, single serve cups and iced coffee are steadily gaining traction.
As consumers become more health-conscious regarding their consumption of coffee, many are turning to chicory as a caffeine-free alternative that delivers a bitter but woody and nutty coffee-like taste. Sought after for its health benefits, chicory is exploding — it’s the No. 1 SKU (Stock-Keeping Unit). We expanded our chicory offerings and market New Orleans Roast 12-ounce bags of pure chicory in a resealable bag for retail.
Q: What are the key factors in the ongoing success of New Orleans Roast?
We believe our coffee is more palatable and refined, characterized by reduced bitterness and a notably smooth taste. As mentioned earlier, our diverse range of unique flavors and compelling offerings cater to a wide spectrum of preferences — everything that anybody would want to try. While we uphold traditional elements, we also innovate with new and exciting products.
The exceptional quality of our offerings stands as a cornerstone of our continued success, complemented by the dedication of our team. Additionally, as the State Chair for the Louisiana Restaurant Association (LRA) in 2024, I am particularly proud of our strong team members and our role in supporting and strengthening the local restaurant industry. I look forward to working with them for many years to come.
About Alan Guilbeau
Alan Guilbeau, the 2024 LRA Chair, possesses a remarkable 35-year career in consumer products, food service, and distribution, showcasing a commitment to fostering high-performing teams and driving substantial growth. His leadership is synonymous with cultivating engaged, diverse, and inclusive teams, consistently delivering impressive results in both top and bottom-line metrics.
Since assuming the role of vice president of business development at New Orleans Roast Coffee and PJ’s Coffee of New Orleans in 2009 under Ballard Brands, Guilbeau has played a pivotal role in expanding these brands’ reach. His responsibilities span the strategic expansion of franchise locations, sales initiatives and national distribution, leading to notable placements in esteemed restaurants, hotels and venues – like the Louisiana Superdome.
Guilbeau’s dedication to the culinary landscape extends beyond his professional roles. He has served as the LRA Northshore Chapter President and Chair of the LRA Education Foundation, of which he is extremely passionate. Under Guilbeau’s volunteer leadership, the Louisiana Restaurant Association anticipates a tenure marked by innovative membership development and engagement, inspiring all to commit to strengthening the industry.
For more information, visit NewOrleansRoast.com or follow New Orleans Roast on Facebook or Instagram.
