Designed around a retro, soda shop-type interior with '30s and '40s bar stools and Roxberry branded art work, as well as T-shirts, hats, and aprons worn by staff that have a distinctive throwback feel, Roxberry Juice opened its first store in the Hunter's Crossing Shopping Center in American Fork, Utah in March. By the first quarter of 2009, Roxberry Juice will operate four more stores in Utah.
Davis says he believes Roxberry Juice will be successful because of the business decisions he has made about the quality and freshness of the ingredients--using fresh squeezed orange juice in smoothies instead of bottled; 100 percent pure fruit juice without added sugar or preservatives; and his insistence on individually quick frozen fruit.
"I've been in the smoothie business for nearly 15 years and am very familiar with what other brands are putting in their smoothies. I decided that our market position would be to produce the highest quality products with the best natural and freshest fruits, juices, yogurts, and other ingredients as possible," he says.
Davis, who was a partner and executive with entrepreneur Dave Duffin--creator of the Utah-based Zuka Juice and Rumbi Island Grill concepts--says his vision for Roxberry Juice is to develop it into a national brand through company stores and franchising.