While COVID was unfortunate in countless ways, there were some benefits, says Clean Juice CEO Landon Eckles.
What he means by that is, individuals have thought more about their health and how they can improve their state of being. They’ve seen people get sick from viruses because of underlying issues. Eckles knows that as well as anyone since he and his wife Kat founded Clean Juice five years ago as the first and only USDA-certified organic juice bar franchise.
The numbers don’t lie either. The 105-unit chain exceeded expectations by increasing same-store sales 7 percent in Q1, including a 24 percent lift in March. The second quarter is shaping up to be even stronger. April was the best sales month in company history, and it appears May is going to quickly re-set the record.
“People are starting to take their health into their own hands, which is what we're there for,” Eckles says. “We want to provide a healthy product. Instead of going out and get a cheeseburger and fries for lunch, come get a smoothie, come get an acai bowl. People can get a wrap. All certified organic and super healthy. ... And so there is this big trend towards health and wellness, and I only think it's going to increase, and that wave is just going to keep growing.”
Like most brands, digital channels have played a significant role in the record-breaking growth. Off-premises mixes more than 30 percent, and third-party delivery is a crucial part of it. Clean Juice launched delivery about a year and a half ago, and now it’s earning roughly $200,000 per week through those channels. The brand partners with all the major third-party players as well as delivery through its native web/app.
Eckles also attributes Clean Juice’s success to menu innovation and expansion. When the chain conducted a national market research study, the company performed well in terms of how consumers feel about the brand, but respondents also made it clear they want more options. That’s a message Clean Juice took to heart—the chain is more than just a juice bar, Eckles says. The chain is creating more awareness around its wraps, salads, and acai bowls, which consumers gravitate toward during the lunch daypart.
In March, Clean Juice introduced dragon fruit as its spring LTO, with a pitaya-based smoothie named The Spring One, and a seasonal acai bowl called “The Dragon Fruit Bowl.” The brand also rolled out a Create Your Own combo option and a new Breakfast Combo that gives guests the choice of a Breakfast Wrap and Purity Coffee or Avocado Toast and Purity Coffee.
Another budding growth driver is the new Cleanse Club subscription launched in January. Eckles says Clean Juice has always offered juice cleanses, but never in a structured manner. The subscription program fixes that and allows guests to purchase juice cleanses, pick them up each month on a certain day, and develop a consistent routine. There’s a beginner program that includes four cold-press juices featuring Orange, Sweet Green, Yellow, and Red organic juices. Then there’s the standard program, which lets customers select six cold-pressed juices among four choices: The Original Cleanse, The Immunity Cleanse, The Energy Cleanse, and the Anti-Inflammatory Cleanse.
“It's grown every single month, which we're excited about,” Eckles says. “I think as we do things to promote that offering and to just create more awareness around it is really important. We understand that there's a little bit of education piece just in terms of not just educating around cleanses, but how the whole program works, and so it's taking a little time to build that to educate our guests. But as they're learning more about it, they're signing up more for it, so that's the goal.”
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May 28, 2021 at 09:49PM
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Clean Juice's Record-Setting COVID Journey Isn't Stopping - QSR magazine
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