Equal parts flavor and functionality. It’s our rallying cry and a mantra. It’s a central theme folded into our brand DNA and connects us with our guests. It’s a business objective and a mission statement, and it is a top priority as Juice It Up! remains committed to an industry-best lineup of superfruit, protein and plant-based smoothies, raw and blended juices, and açai and other superfruit bowls that deliver this balance.
When I stepped into my role as president and CEO of Juice It Up! in 2020, I knew the importance of balancing flavor and functionality. Before joining Juice It Up!, I spent 30-plus years in the restaurant/franchise industry—15 at another smoothie and juice concept. My experiences have proven how critical menu innovation is in keeping our brand relevant and our guests engaged, year over year. Innovation is at the top of the list for our strategic priorities for 2024. Menu innovation has propelled Juice It Up! to the top of the segment since its inception and will continue to do so long into the future.
For nearly 30 years, Juice It Up! has stayed ahead of menu trends by exploring up-and-coming superfruit ingredients. Our Team aims to further the brand’s rich history, its legacy, and its reputation as an innovator of functional food science and lesser-known superfruits. In 2001, Juice It Up! was one of the first, if not the first, smoothie and juice chain to introduce açaí to its menu. Today, we offer a wide variety of açaí, but also have added new superfruits like acerola and pitaya to our menu. We are experimenting with other ingredients known for nourishing qualities, including turmeric, aloe vera, and spirulina. Brand loyalists and new guests appreciate our dedication to menu innovation, and we’ve seen significant annual growth across all Juice It Up! menu categories.
The top of my checklist also includes helping Juice It Up! franchisees position their businesses for long-term growth and a return on investment. Juice It Up! franchisees provide me with a critical lens to view the Brand, and their success informs me. It also motivates me. Beyond our best-in-class menu and commitment to product innovation, Juice It Up! is known for delivering a simple and successful franchise business model. Especially now, following the post-pandemic rise of a more health-conscious population, we’re a destination for entrepreneurs looking to expand their portfolio with a healthy concept. I’m so proud to welcome them to Juice It Up!
The smoothie and juice sector is booming, and health/wellness trends are at all-time highs. Segment guests continue to crave healthy options that also are rich with delicious flavor. For some brands, the balance between flavor and functionality is unachievable, but at Juice It Up!, our scales are level.
What was your first job?
Restaurants have always been my passion. I worked as a dishwasher in a family-owned Italian restaurant for my first job.
What’s your favorite menu item at Juice It Up!?
My go-to Juice It Up! order is the Acai Berry Bowl with strawberries, bananas, and granola. It’s a great, nutritious way to start my day.
What’s your favorite cuisine outside of Juice It Up!?
Mexican food has always been my jam. I am a sucker for a good taco truck.
Who inspires you as a leader?
My support center team and our franchise owners have always inspired me. Through all that has happened in the past three years, I am amazed at how everyone has persevered and continually looks to find solutions when unexpected challenges arise.
What’s the best piece of advice that other restaurant executives should hear?
Always have a plan B, C, D.
What are some of your interests outside of work?
A foodie and true Angeleno at heart, I enjoy cooking and seeking out new, diverse flavors and dishes throughout Los Angeles and across the country. In the summers, you can also find me at the Hollywood Bowl, listening to great music and spending time with my family.
