Introduction: The smoothie industry one of fastest growing new business concepts. The fast food industry is growing at an annual rate of 3 percent, while the fresh juice and smoothie sector is growing at an annual rate estimated at 30 percent. Juice retailers such as Jamba Juice, Booster Juice, and The Juice Zone offer customers a healthy, quick service food concept ideal for health conscious customers. Each of these companies is in reality in the business of selling franchises. Part of this process involves marketing to consumers the idea that consuming blended fruits and vegetables is a healthy alternative to fast food.
Jamba Juice is a chain of specialty restaurants. As the name suggests, Jamba Juice is retailer that sells a variety of different types of juice drinks and smoothies. JJ's goal is to provide customers with a healthy alternative to fast food that tastes great, is convenient, nutritious, and suited for their customers' active lifestyles. JJ is in a sense a service company. Jamba Juice does not sell anything that customers could not make for themselves at home, but Jamba Juice (JJ) earns a premium on the smoothies and the other products they sell by offering the customers variety and convenience.
One of the ways that JJ has positioned itself in the marketplace is as a healthy alternative to Starbucks Coffee. For about the same price as a consumer would pay for a large cup of Starbucks' specialty premium coffees, they can enjoy a blended fruit and vegetable drink from JJ. JJ's message is that its product offers a more positive experience for the consumer than fast food or coffee.
"We vow to please you with the ultimate in great taste and nutrition and to serve you with bright smiles in a vibrant store... each time you walk through our door! We promise to pursue only the highest-quality ingredients and to share with you only the best all-natural goodness with no artificial preservatives, flavors, or colo...