Industry News | November 15, 2012

Danny Meyer Teams Up with Equinox for Juice Cafes

Equinox, the fitness and lifestyle industry leader, announced it has partnered with Danny Meyer's Union Square Hospitality Group (USHG) to launch Creative Juice, a healthy cafe concept that will bring fresh, nutritious, and convenient food and beverage options to Equinox members and nonmembers.

The cafe menu will feature the eponymous fresh juice line Creative Juice, a chef-inspired selection of delicious, nutritional, and functional premium cold-pressed juices, as well as on-the-go culinary offerings.

Equinox continues its commitment to providing the ultimate healthy-lifestyle experience to members with the launch of Creative Juice cafes.

Creative Juice will open in late December at the Equinox on the Upper West Side (344 Amsterdam Ave., at Amsterdam and W. 76th St.), followed shortly thereafter by the Equinox in Midtown (1633 Broadway, at Broadway and W. 50th St.).

"Danny Meyer and Union Square Hospitality Group are behind some of New York's finest restaurants,” says Harvey Spevak, CEO of Equinox. “We're thrilled to work with them to bring chef-inspired and nutritious culinary options to our members as part of our commitment to providing an unparalleled member experience.”

Creative Juice cafes will feature a variety of eight nutritious juices, all of which are cold pressed to preserve the raw, nutritional benefits of each ingredient. The juices, which are loaded with fiber, vitamins, and minerals, are made fresh and delivered to each location daily.

In addition to cold-pressed juices, some Creative Juice locations will offer smoothies, baked goods, hot and cold breakfast items, soups, made-to-order sandwiches, and snacks.

Creative Juice will also offer seasonal cleanse programs that combine healthy food and nutritious juices.

"We are looking forward to offering a menu of organic juices and other nutritious foods that are at once healthy and hedonistic,” says Danny Meyer, CEO of USHG. “We feel incredibly fortunate to be partnering with Equinox, which has an impeccable record of helping people enjoy the pursuit of a healthy lifestyle.”

Equinox and USHG have enlisted a team of food, nutrition, and medical experts to create a menu comprised of tasty, nutritious options.

Michael Romano, a James Beard Award–winning chef and director of culinary development for USHG, will choose seasonal ingredients to create cold-pressed juices with unique flavor profiles.

Equinox's Nutrition & Health Advisory Board, a panel of health experts from the world of preventive medicine and nutrition with the specific goal of helping to identify emerging trends in health-related fields, will work to ensure the menu items provide a variety of health and wellness benefits.