Juice It Up! is also in the process of implementing new store designs—changes that cater to the consumer. This includes updating how the product is made in order to emphasize speed of service and creating more space for customers in the front of the unit.
“I think it’s a very comfortable and welcoming environment for guests to not only buy a smoothie and have an acai bowl, but to have a quick discussion with their friend or have a business meeting,” Braun says. “We’re really trying to making it friendly for the guests to spend some time in the store. And as important, I think we’ve really simplified the design to make it a clean, aesthetically pleasing design so that people feel very comfortable. It’s not assuming. It’s just very open to family and all ages. It’s just a great look and feel and I think it’s going to improve the guest experience.”
These innovations were paired with planned growth in California, the state where Juice It Up! was founded and where it has the strongest brand awareness, Braun says.
Braun says the company spent much time conducting analytics around its existing customer base and completing a lot of geo-strategic work in positioning new locations.
The company is particularly excited about the growth of its brand in Central and Northern California. That part of the state has five locations, with recent openings in Ripon in July 2019 and Delano in August 2019.
In the next few months, there are plans to open three more units in Southern California, where Juice It Up! appreciates its strongest foothold. Those locations will be Costa Mesa, Santa Ana, and Rialto, all of which were geo-specific targeted areas and identified with meticulous research, Braun says.
“We’re really fortunate because the brand has so much awareness throughout California so when we open up a location, there’s already awareness of the brand, so it’s not starting up a new concept,” Braun says. “It’s basically adding a convenient location to an existing guest base that is already aware of the brand and loves the product. From my perspective, it’s really identifying the right real estate, the right location to open those locations, and making sure the demographic obviously supports that.”