468 Retail and Channel Management Blog

Monday, March 13, 2017

Booster Juice: "Health, Freshness, Wellness"

 Consumers are rapidly turning toward healthy alternatives for fast food. In response to this niche in the market, Dale Wishewan and Jonathan Amack founded Canada's largest chain of fresh juice and smoothie bars, Booster Juice. With the first location in Sherwood Park, Alberta, the company has grown to have over 300 locations in Canada, 1 in India, 2 in the United States and 3 in Mexico. Booster Juice now has more than twice as many stores as its biggest competitor, another Alberta-based smoothie company, Jugo Juice. The company is so successful that it is the industry leader with 3 times as many stores as all of their competitors combined. The company’s success is largely due to their strong brand recognition. With Booster Juice’s vibrant yellow and purple logo, the company reflects a fun, exciting and magnetic store environment. The brightly designed stores are attention grabbing and display an overall energetic atmosphere with up beat music as a compliment. You will often find Booster Juice located near a gym, such as World Health. The large flow of foot traffic is good for business and promoting the brand to the active community.

A balance between product variety, breadth and depth is another factor driving the company’s success. Booster Juice offers a wide variety of healthy food alternatives at a reasonable price. Customers are welcome to customize their smoothies with “booster” and “superfood” options. While Booster Juice smoothies are full of flavor, you won’t find artificial sweeteners, coloring or alternatives mixed in. The company is dedicated to serving premium products while emphasizing sustainable and organic food sources. Some of these organic food sources you may see on the menu include Wheatgrass, energizing Japanese Matcha Green Tea, as well as Açaí, the Brazilian power berry directly from the Amazon rainforest. The company’s menu has also expanded to include fresh-made Panini’s, Quesadillas and Wraps.

Some brilliant ways Booster Juice is taking over the market is by advertising “up to twice the fruit and half the ice of the competition” as well as “smooth, natural sorbets which use inulin (a probiotic) to reduce sugar and add many health benefits (no sherbets or ice creams).” The company is committed to being part of the solution to the “growing obesity problem in Canada and throughout the world by offering healthy products that are a true departure from typical “fast food”.” This focus is readily apparent in their portion sizes to the premium quality of the ingredients offered. Booster Juice also takes part in catering and school lunch programs, raising awareness to youth about the healthy choices available. In terms of marketing their brand, Booster Juice uses social media outlets such as Facebook and Twitter to advertise news about their company, such as placing Top 10 in Franchises Born and Raised in Canada. They also advertise through famous athletes such as Toronto Blue Jays player, José Bautista.

With this wide assortment of healthy alternatives available, the health-conscious, active, or not-so-active customers will surely be happy and healthy. With more of the population turning toward healthy-alternatives and lifestyles, I am hopeful that Booster Juice will continue to find new ways to satisfy their customers.


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