Main Squeeze Juice Co. unveiled its newest leadership role in late September—one that many in the industry may not be familiar with.

Instead of the traditional chief development officer, the fast casual formed the position of chief dietitian officer. Standing at the heart of this is Julie Canseco, who previously served as Main Squeeze’s chief operating officer. 

The newly created title focuses on product development and media outreach, connecting Main Squeeze to communities and educating the public about its health and wellness efforts. 

Canseco, who joined the Main Squeeze corporate team in 2020, has a record of accomplishment in health and wellness. After graduating from Louisiana State University, she became a registered dietician in 2014. She developed a special interest in community nutrition, working for the nonprofit Eat Fit NOLA and securing grants with BlueCross BlueShield. 

She believes this prior experience gave the Main Squeeze team confidence in creating these functions for her, where she has the space to expand customer loyalty and franchisee relationships. 

“I understand the emerging trends in the field as well as how to counsel people on the education they want and how they need to hear it,” Canseco explains. 

Canseco cites post-pandemic shifts as one of the main reasons for Main Squeeze’s departure from the conventional definition of a CDO. In 2017, the brand was at what she calls the cusp of new-wave juice bars, but after years of incremental growth, pivots were necessary to stay successful in a hyper-competitive market. 

Through marketing testing and analysis, Canseco says the brand noticed guests’ desire for information, which is a factor unique to wellness brands. She explains that customers are increasingly interested in the “how and why” of the product, not just the “what.” 

“[The brand] has been missing connections, personality, and authenticity,” Canseco says. “This position is really meant to fulfill those needs, being able to educate consumers … creating a connection I think people are desperate for right now.” 

Breaking educational barriers with customers will occur through public relations and menu advancement, Canseco says. As chief dietitian officer, she is responsible for aligning strategic partnerships and development to build customer fandom. 

Together with a team of dietetic interns, Canseco is working on a database compiled of podcast pitches, blog posts, and nutritional knowledge pieces to give Main Squeeze’s marketing team with information for future product initiatives and campaigns. 

“My dietetic interns are a huge help to me because I am working in this role independently,” Canseco says. “It’s fun to see new perspectives as they research and develop recipes and create educational content.” 

The larger goal at play is to increase Main Squeeze’s fresh-food category from 5 percent to 30 percent by 2024, driven by customer appetites. Canseco is currently revamping menus and recipes, adding grab-and-go hot food, and launching new LTO lines.

“Through menu adaptations, we’re meeting customers’ expectations,” Canseco says. “On the PR side, we have done nothing but promote innovation, which is huge for our franchise sales. We want to gain credibility for the brand as we are expanding rapidly.” 

With 30 locations open in five states and 80 committed franchise locations, Main Squeeze debuted nearly one store per month in 2023. As the brand looks to become the nation’s largest fresh-made juice franchise, Canseco’s duty as chief dietitian officer helps drive the product breakthroughs franchisees are looking for. 

After surveying franchisees, Canseco found her job could respond to their desire for menu flexibility and development by setting up controlled trials and what she calls “innovation studies.” By providing information on what the brand is growing toward, her position streamlines the deployment of systemwide updates. 

Rolling out new fresh-food options like the Apple Pie Bowl in the fall gives franchisees and customers “a breath of fresh air,” says Canseco. She is working on a line of protein-packed products to introduce in Q1, alongside fresh marketing campaigns and partnerships with hospitals, college campuses, and local athletic departments. 

The first quarter will also bring at least three additional items in the fresh-food category, including hot and grab-and-go options. Additionally, new smoothie and juice sizes will be introduced, allowing for more flexibility with choices and prices. 

“Our mission is to make healthy easier, which is at the core of what I’m doing and what my priorities are,” Canseco adds. “For example, being able to lower the price point on our juices opens us up to a whole new population … and be able to make habits and rituals because the price point is more affordable.” 

In all, the chief dietitian officer position gives Canseco the ability to create a pipeline for new initiatives in 2024 and beyond. She will button up LTO programs, lend support to operations teams, and send the marketing department valuable information to implement throughout the year. By collecting feedback from both guests and franchisees, she hopes to make a positive impact on the brand. 

Main Squeeze Juice Co. acquired I Love Juice Bar last year and used most of 2023 converting businesses and preparing them to be fully operational in 2024. Canseco is looking forward to energizing the updated stores and continuing to foster connections with the local community. 

“You can make a great recipe and podcast channel, but if your franchisees and customers aren’t connected to it, it’s kind of pointless,” Canseco says. “I’m really trying to find a way to breathe life into the business and find out how to make the biggest impact.”