Want to truly taste passion and love, complete with bold flavors and "magic sauce"? Locally owned and operated, the staff at Joanie's provides gourmet coffee, from scratch made-to-order breakfast, lunch, dinner, drinks, craft beer, wine, mimosas and utmost hospitality.
"Our entire menu is served every minute we're open. So if you want a gourmet burger for breakfast, no problem. French Toast for dinner? We've got you covered," assures owner Jason Day, who launched the original location on Nov. 19, 2019, and his second location on Nov. 19, 2021. This year, around his lucky Nov. 19 anniversary dates, he plans to provide free, drip coffee to diners plus a few surprises.
The eateries' namesake is Jason's late mother, Joan "Joanie" Day.
"It's my way of honoring and remembering her. We've done all this together with really great people and a community that supports us. We appreciate this and want to put a smile on guests' faces for the time that they're with us," Jason says.
He also modeled and named their best half-pound, gourmet burger after his mother's favorite version that has blue cheese crumbles, sauteed mushrooms, bacon and Joanie's magic sauce, on a pretzel or brioche bun. "Before she passed due to cancer in 2021, she knew the burger was going on the menu and named after her. She just lit up at that! It's still special to me, and meant a lot to her!"
One signature dish that certainly helped the Joanie's crew get noticed and previously featured on both television shows "America's Best Restaurants" and "Tennessee Crossroads" is the French toasted waffle pancake, which presents delectably like a pie cake, complete with strawberries and chocolate on top. Baristas there also make all coffee drinks to-order, using housemade syrups and sauces. Stemming from this originality, Joanie's Murfreesboro was the 2025 Main Street award winner for Best Coffee Shop, Best Breakfast, Best Dining Deal and Runner-Up for Best Burger and Best Overall Restaurant.
Jason says he left a 12-year healthcare administration career in San Diego with zero prior restaurant experience, and self-funded his initial restaurant venture by using 15 years of savings and liquidating his 401(k). He had been working in hospice care, and decided he wanted to spend time in an occupation that makes people happy.
"When in California, I visited a buddy who lived in the Nashville area, and I literally fell in love with Tennessee. When I decided to relocate a few years ago, I thought the type of restaurant I had in mind would resonate with those in Murfreesboro, given that there didn't seem to be any local eating spots, just restaurant chains," he says.
"What I wanted to create was going to be different, and unique to Murfreesboro. There'll never be another Joanie's anywhere else."
COVID-19 actually thrust Jason's plans at the original location from a "coffeehouse that did some food to a full restaurant with an expanded menu that now does coffee." Then the 2,000-square-foot coffeehouse began to burst at the seams, prompting him to open a second location in a 120-year-old building in the historic district.
"COVID was one of those times that you can have your pity party, or you can get to work. We just got to work, got busy, and my mom's inspiration was a large part of that. She was a tough lady. She's everywhere and in everything I've done," Jason reflects. "None of it would be here without her."
He says he's grateful for the opportunity to work with his talented and dedicated team, who were willing to evolve with the business. Among his 65 employees are cooks that he's worked with for seven years, and managers or wait staff for multi-years.
Supporting other local businesses also is Jason's mission. He intentionally displays artwork and balloon decorations created by local artists and cup sleeves produced by a local provider, plus all contractors for his buildouts or renovations are all local as well. He also partners with Van Horn's Cookies in Murfreesboro.
Future adjustments are to add benches and outdoor seating to the Saint Andrews spot, as well as possible private events to the Public Square location.
"It's been the greatest joy of my life to be part of this community, We've never forgotten that Murfreesboro got us through the pandemic, and we look for ways to try to improve what we deliver to guests as a way of paying back our gratitude," assures Jason.
Original Location: 1733 Saint Andrews
Downtown Location: 13 S. Public Square