New Orleans coffee roaster French Truck Coffee continues its growth trajectory with plans to open a fourteenth location at 800 Metairie Road in early 2026. The expansion comes alongside a significant leadership transition as founder Geoffrey Meeker steps away from the CEO role, passing leadership to longtime partner Bobby Winston and his brother Sam Winston.
For anyone following the specialty coffee scene in New Orleans, French Truck Coffee represents one of the city’s genuine success stories. What began in 2012 as a laundry room operation with a small roaster has grown into a respected regional chain with locations spanning New Orleans, Baton Rouge, and Memphis.
A Leadership Transition Rooted in Partnership
The leadership change at French Truck Coffee reflects a natural evolution rather than an abrupt shift. Bobby Winston joined the company twelve years ago, becoming employee number one when the company was still in its infancy. Over the years, he progressed from head roaster to partner and eventually Director of Coffee, playing what the company describes as an instrumental role in shaping the brand’s identity and commitment to quality.
According to Winston in a company press release, “French Truck was founded on the idea that great coffee can bring people together. We’re honored to continue that legacy while growing our presence in the communities we love.”
With Sam Winston joining his brother in leadership, French Truck Coffee remains what it calls a family led operation. This structure maintains continuity with the principles that built the company’s following while positioning it for continued expansion.
The Metairie Road Location
The new cafe will occupy the former PJ’s Coffee space at 800 Metairie Road. According to reports, the location will feature the complete French Truck beverage lineup, house made pastries from Chef Jeremy Fogg, plus breakfast sandwiches and wraps.
This represents the company’s fourteenth location overall and demonstrates what ownership characterizes as French Truck’s commitment to bringing its signature hospitality and quality to new neighborhoods across the greater New Orleans area.
The decision to take over a former PJ’s Coffee location carries interesting implications. PJ’s Coffee, founded in New Orleans in 1978, has long been a local institution with its own distinctive approach to coffee. Seeing French Truck move into this space represents a changing of the guard in some sense, with the newer specialty coffee approach replacing the more traditional New Orleans style coffee shop.
The French Truck Story
Understanding French Truck Coffee’s growth requires looking back at its origins. Geoffrey Meeker founded the company after experiencing what he described as the best cup of coffee he had ever tasted, made from beans roasted just days prior. Coming from a background in fine dining and holding a culinary degree, Meeker brought a food industry perspective to coffee that emphasized quality ingredients and careful preparation.
The company name came from Meeker’s plan to use antique French trucks for deliveries, a quirky detail that gave the business its identity. Starting with a five kilogram roaster in his Carrollton home laundry room, Meeker began selling at farmers markets and to local restaurants and cafes.
Bobby Winston, a New Orleans native who had been living out West, had developed similar ideas about bringing specialty coffee to New Orleans. The partnership formed naturally, with Winston becoming the company’s first employee and eventually a co owner. His role evolved to focus on sourcing, with regular travel to coffee growing regions to personally select beans and build relationships with farmers and cooperatives.
The company’s mission centers on what it calls making quality coffee approachable while supporting local communities and coffee growers. This commitment to sourcing extends to regular origin trips, with team members traveling to coffee farms in Ethiopia, Colombia, Kenya, and other producing countries four to six times annually.
What Sets French Truck Apart
French Truck Coffee positions itself firmly in the specialty coffee category, often called third wave coffee. This approach emphasizes traceability, freshness, small batch roasting, and direct relationships with farmers. The company roasts in three locations, New Orleans, Baton Rouge, and Memphis, to ensure freshness for both cafe customers and home brewing enthusiasts.
The cafe menu extends beyond standard espresso drinks. French Truck has developed signature offerings including what they call their semi world famous New Orleans iced coffee and a meticulously crafted twelve hour Japanese style iced coffee called Oji. The menu includes matcha, various teas, and food options prepared with the same attention to quality ingredients that drives the coffee program.
The company emphasizes hospitality as much as product quality. This focus on service and creating welcoming spaces has helped build loyalty among customers across their existing thirteen locations.
The Specialty Coffee Movement in New Orleans
When Meeker started French Truck in 2012, New Orleans had not yet fully embraced the specialty coffee movement despite its rich coffee history. The city maintained strong traditions around coffee, particularly the chicory blends that had been local staples for generations. However, the focus on single origin beans, light to medium roasts highlighting specific flavor notes, and transparent sourcing practices that characterized specialty coffee had not gained significant traction.
French Truck helped change that landscape. By demonstrating that there was demand for specialty coffee in New Orleans, the company paved the way for other roasters and cafes to enter the market. Today, the city boasts a more diverse coffee scene with options ranging from traditional New Orleans style coffee to cutting edge specialty roasters.
This evolution mirrors broader trends in American coffee culture. Consumers increasingly seek transparency about where their coffee comes from, how it was grown, and who benefits from its sale. They appreciate understanding flavor profiles and brewing methods. French Truck’s growth reflects this shift in consumer preferences.
Looking Forward
The Winston brothers have indicated their focus on sustainable growth, deepening community partnerships, and maintaining the quality and hospitality that define the French Truck experience. The Metairie Road location represents part of this strategy, expanding the company’s footprint while staying true to its founding principles.
Beyond cafes, French Truck supplies coffee to restaurants, other cafes, and sells beans online for home brewing. This multi channel approach provides stability and allows coffee enthusiasts throughout the country to access their roasts.
The leadership transition from founder to long term partner represents a mature phase for the company. Meeker built French Truck from nothing into a successful regional operation. Winston’s twelve years with the company and deep involvement in all aspects of the business position him well to guide its next chapter. Having his brother Sam handle internal operations, company culture, and administrative functions creates a leadership structure that can handle continued expansion.
What This Means for Metairie
The Metairie Road location should appeal to local coffee drinkers looking for alternatives to chain coffee shops. The area has seen various coffee options come and go, but a well established operator like French Truck brings stability and proven quality.
For those unfamiliar with French Truck, expect carefully sourced coffee, skilled preparation, and a welcoming atmosphere. The food program, featuring house made pastries and breakfast items, provides substance beyond beverages. The company’s track record suggests they understand how to create spaces where people want to spend time.
The early 2026 opening timeline gives the company several months to prepare the space and hire staff. French Truck’s emphasis on training and company culture means they typically invest significant time in preparing teams before opening new locations.
Final Thoughts
French Truck Coffee’s expansion to Metairie Road and leadership transition represent positive developments for both the company and the local coffee scene. The business has proven its model works across multiple markets and formats. Having leadership in place that understands the company’s DNA while bringing fresh perspectives positions French Truck well for continued success.
For New Orleans area coffee drinkers, another French Truck location means increased access to quality coffee and a company that genuinely cares about sourcing and preparation. The Metairie Road cafe should become a neighborhood gathering spot, continuing French Truck’s tradition of creating community around coffee.
The broader story here involves how specialty coffee has become mainstream in New Orleans and other Southern cities. What once seemed like a niche interest now supports multiple successful businesses. French Truck Coffee played a significant role in that transformation and continues pushing the industry forward.
I’m looking forward to seeing how the new location develops and whether it becomes a regular stop for Metairie residents. Based on French Truck’s track record, there’s good reason to expect they’ll execute well.
Additional Reading and Resources
For those interested in learning more about French Truck Coffee and specialty coffee in New Orleans:
- My New Orleans: French Truck Coffee Expands to Metairie Road Location – Original announcement of the Metairie Road expansion and leadership transition with quotes from Bobby Winston
- Biz New Orleans Podcast Episode 264: French Truck’s New Leadership Change – In depth interview with Bobby and Sam Winston discussing their vision for the company’s future
- French Truck Coffee Official Website – Company story, cafe locations, online shop for purchasing beans, and information about their sourcing practices
- New Orleans Living Magazine: Geoffrey Meeker Profile – Feature on founder Geoffrey Meeker discussing the inspiration behind French Truck and the company’s early days
- Tchoup Industries: French Truck Origin Trip to Africa – Photo essay and detailed account of a sourcing trip to Kenya and Ethiopia, showing the on the ground work of finding quality coffee
- RoasterTools Case Study: French Truck Coffee – Behind the scenes look at how French Truck manages wholesale operations and cafe inventory as a growing regional roaster