In a coffee market crowded with chains on every corner, Bad Ass Coffee of Hawaii — which has two New Jersey locations, in Madison and Wall Township — has found an unlikely edge: its ice.
The shop makes its own coffee ice cubes in-house, brewed and frozen specifically, so a cold latte doesn’t dilute into flavorless water by the time it’s halfway gone. They’re included free with every signature iced drink — a detail regulars tend to notice fast, since most coffee shops that offer coffee cubes at all typically charge extra for them.
It’s a small thing that speaks to a larger pitch: Bad Ass Coffee wants customers to taste the difference, starting with the beans themselves.
The chain specializes in 100% Kona coffee, grown on Hawaii’s Big Island and known for a smoother, lower-acid profile than most mainland roasts — the kind of coffee that doesn’t leave drinkers reaching for the antacids.
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The brand’s story starts in 1989 on the Big Island of Hawaii, where it took its name from the donkeys once used to haul coffee beans down steep mountain trails — nicknamed the “bad ass ones” by locals for their strength and reliability. The company began franchising on the mainland in 1995 and now operates 32 stores nationwide.
New Jersey’s Bad Ass Coffee footprint is a family affair. Father-son duo Jim and Tyler Bowman opened the brand’s first Garden State location in Madison before expanding to Wall Township, near Belmar, marking the chain’s first foray into the Jersey Shore market.
“We believe great coffee has the power to bring people together,” Jim Bowman said of the expansion, “and that’s exactly what we hope to create here — a welcoming gathering place for the community.”
It’s a place that has plenty of regulars, but one where everyone is greeted with an ‘Aloha’ when they walk through the door.
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Tyler Bowman, who oversees the New Jersey locations, said the brand leans into its island roots to stand apart in a saturated market — including through offbeat promotions designed to get new faces through the door.
At the Madison location, that’s meant deals like “Transit Thursday,” offering 10% off to customers who show a train ticket, and birthday-week discounts for anyone willing to flash a receipt or ID.
“At Bad Ass Coffee of Hawaii, we’re all about sharing the aloha spirit,” Tyler Bowman said. “Whether it’s a vintage aloha shirt, a bold floral print or your favorite vacation look, we encourage everyone to embrace the island vibes, enjoy a great cup of coffee and celebrate with us.”
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The Madison café leans into that spirit beyond the drink menu, too, with shelves stocked with branded merchandise — hats, T-shirts and other island-flavored gear for customers who want to take a little of the aloha home with them.
Both New Jersey locations are open daily from 6 a.m. to 6 p.m. Customers can also join the brand’s ‘Ohana Rewards loyalty program, earning points — called lei — toward free drinks and other perks.
But for a lot of regulars walking through the door, the pitch is simpler than any rewards program: coffee that tastes like coffee, all the way to the last sip.
