Rob and Tracy Hanson outside one of their shops (Photo Courtesy of Rob Hanson)
Rob Hanson jokes that his family’s Aroma Joe’s business started with a long line at a coffee shop while visiting Disney World. While waiting for his wife Tracy’s coffee, Hanson noticed the steady stream of customers and joked, “We’ve got to get into the coffee business.” Neither expected the comment would lead them to own 10 locations across NH, employing around 140 people and helping launch a new generation of entrepreneurs.
The Hansons began their business journey after decades in education. Rob worked 20 years as a teacher, administrator and elementary school principal, while Tracy spent 26 years teaching first and second grade and now works part time as a reading specialist.
The turning point came after the couple visited an Aroma Joe’s in Rochester and spotted a handwritten “Now Franchising” sign. They attended an informational meeting and quickly connected with the culture. “They were just down-to-earth people,” Tracy says.
The Hansons opened their first Manchester location in 2015, converting a former bank into a drive-thru. As the business expanded, they built a leadership team from within, promoting employees into management roles.
The Hansons recently partnered with two former employees to become part owners of stores in Rindge and Laconia. “We’ve been able to take some of these young people and help them grow and to realize some of their dreams,” Rob says. “Our staff can see there’s an opportunity here beyond being a barista or a manager.”
That focus on developing people stems from their years in education. They emphasize explaining why procedures matter. Rob once crumpled a five-dollar bill, tossed it in the trash, and told an employee not measuring milk, “That’s essentially what you’re doing every thirteenth latte.” Once she understood the impact, her behavior changed.
Their stores have also built partnerships with organizations including the Cashin Senior Center, Saint Anselm College and The Granite YMCA, earning Aroma Joe’s Community Partner Awards in 2023 and 2025.For more information about Aroma Joe’s, visit aromajoes.com.
