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The Big Chill

Fruits Of Labor

Visual presentation is paramount for juice bars, with d├ęcor ranging from spirited, bright and colorful logos to mesmerizing and uplifting wall murals contributing to their appeal. It was this fun and appealing image that attracted David and Jill Williams, 33 and 35, respectively, and Jill's mother, Kathy Horne, to buy a Zuka Juice smoothie bar in Salt Lake City in 1997. The partners were soon itch-ing to grow and expand, but there was a big problem--their area was full of company-owned Zuka stores. "The [franchisor] really wanted me to go to Texas or somewhere else to open more," explains David.

Last December, intrigued by a concept called Jabooka Jooce, based in Maui, Hawaii, the partners purchased the corporate entity and trademark registration. They now offer Jabooka Jooce franchise agreements for freestanding locations at costs ranging from $102,000 to $192,000. Aside from the product, the marketing image is a big part of what sets them apart from competitors. Colorful surf scenes and ripe-fruit graphics create an attitude that makes it cool to be in a Jabooka Jooce store, says David. "Our graphics and presentation help bring the customers back again and again."

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This article was originally published in the March 2000 print edition of Entrepreneur with the headline: The Big Chill.

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