California Centers Magazine serves retailers, developers, shopping center owners, investment sales brokers and tenant representation firms throughout the state of California.
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18 California Centers Magazine | March 2015 C C T he smoothie and juice beverage industry has been estimated to generate over $2 billion in sales annually in the United States. Con- sumers are increasingly adopting a healthier lifestyle that incorporates a diet high in fruits and vegetables. Smoothie Factory has emerged as a newly reinvigorated multi-unit fran- chise that is poised to garner a signif- icant share of this growing market. Smoothie Factory has experienced success and notoriety for strategical- ly partnering with motivated entre- preneurs looking to bring premium, wholesome products to the attention of communities nationwide. Smoothie Factory was founded in 1996 in Carrolton, Texas, by James Vil- lasana, a passionate, high-level athlete seeking healthy food and beverage op- tions to power his body that he could be sure had been made from premi- um quality ingredients. The Olympic athlete sought to craft smoothies that would score high on nutrition, yet be so full of taste, the body would yearn for more. The cornerstone of the Smoothie Factory menu thus rests on using real, fresh fruit, (no purees, con- centrates, syrups or bottled favorings added), favor combinations that en- sure having something to suit every- body's taste, and incorporating a com- prehensive selection of Boost Packs that allow consumers to tailor the bev- erages to their individual diet needs. The brand quickly became popular for its combination of excellence in prod- uct, service and value. Going beyond its "smoothie" name- sake product offerings, the chain's stores today also feature private-label and brand name bulk supplements at competitive prices, RTDs and con- venient Grab-n-Go snack items, pre- packaged fresh-squeezed juices, light café style food items (such as salads, wraps, fatbread sandwiches, etc.), and, in some instances, co-brand- ing with award-winning Red Mango brand authentic frozen yogurt (which is also under the umbrella of Smooth- ie Factory's parent company BRIX Holdings, LLC). These varied product offerings are intended to differentiate the concept from competitors. Smoothie Factory began franchis- ing in 1997, and, under the direction of founder James Villasana & SF Inc., successfully evolved into an interna- tionally known smoothie and juice bar franchise with stores throughout the U.S. and developments in over a dozen countries. With an emphasis on hands-on ownership, approximate- ly 95 percent of all Smoothie Factory locations are operated by the owner. From the perspective of successful franchisee Chad Piepenburg, "I knew from years of experience that this chain had the best product line and used the healthiest ingredients in the industry. Having a stake in that brand was incredibly appealing." In 2013, Smoothie Holdings, LLC was acquired by BRIX Holdings, LLC, of Dallas, an experienced multi-con- cept franchising company that has an 80 percent stake in ownership of Red- Brick Pizza and is also the parent of the aforementioned Red Mango. BRIX controls the Smoothie Factory fran- chising rights for the United States, Canada, Mexico and South America, with strategic plans for future growth of the chain. Having entered India in September 2013, the company recent- ly announced plans to open an addi- tional 40 to 45 company-owned units there in the coming years, with a plan to have up to 90 outlets, including franchised stores, serving this market by 2019. BRIX Holdings is headed up by a world-renowned executive team that recognizes the importance of support- ing it successful franchisee network via training, comprehensive real es- tate site selection and store design, ongoing operations support, group purchasing power, professional mar- keting support, and continuous prod- uct and menu development. BRIX has already introduced a new prototype for Smoothie Factory, and is integrat- ing dual-branding and crossover op- portunities to help build sales. Per BRIX's Vice President of Marketing and Franchising Jim Notarnicola, Smoothie Factory's original founder continues to infuence the brand via a consulting role and input on product development. Smoothie Factory's current menu offers beverages under the categories of Classic Smoothies (fve varieties, with most featuring bananas as a base ingredient), Berry Smoothies (four choices), Tropical Smoothies (fve fa- vors), Protein Smoothies (with such names as After Work-Out Formu- SMOOTHIE FACTORY Presents a healthy choice Smoothie Factory center locations range from 1,200 to 1,800 square feet. Founded by Olympic athlete James Villasana, Smoothie Factory began franchising in 1997.