Though differing opinions exist concerning the pioneer behind
today's fruit shakes, New York City-based Restaurant Systems
International Inc. (RSI) started blending up smoothie franchise
opportunities back in 1981 with a concept dubbed Banana's
Ultimate Juice Bar. Smoothie King in Kenner, Louisiana, followed in
1989. Innovators Jamba Juice and Surf City Squeeze downright
invented the "California-style" juice-bar concept,
marketing through bright and tropical graphics, securing coastal
locations, and tempting passersby with tantalizing fresh-fruit
scents that lure the body-conscious to their buffets of nutritional
supplements.
Today, industry leaders like Smoothie King, Jamba Juice and
Planet Smoothie have garnered premium locations in their home
states, and with establishments like Dairy Queen and Baskin Robbins
launching their own blended fruit drinks, one might feel the
smoothie industry has reached semi-saturation. But according to Dan
Titus, founder of Juice Gallery, a publishing and research company
in Chino Hills, California, that's certainly not the case.
"There are 1,800 successful juice bars in the United States
right now, yet Burger King has more than 11,000 units," says
Titus. "Juice bars are a fledgling industry driven by two
things: They're a healthy meal alternative and a great
convenience product."
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Chris Cuvelier, president of Juice and Smoothie Bar Consulting
in San Francisco, agrees, contending the national market isn't
even close to saturation. "Though California and Utah have
become competitive when it comes to locations, there are [several]
marketplaces where the trend is just now taking off," he
says.
Smoothies fill an important niche in today's fast-paced
lifestyle. By supplying a liquid alternative to those whose bodies
just can't take any more caffeine, they've gained
acceptance by fulfilling the modern day grab-and-go philosophy,
while simultaneously increasing sippers' levels of self-esteem
about opting for a low-fat form of nourishment instead of the
familiar drive-thru artery-blockers. Intent on moving toward
untapped territories and educating the public on their
products' nutritional values, smoothie proprietors are
embracing the new millennium.
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