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After dealing with stagnant revenue in the last few years, Juice It Up breached $50 million in total system sales for the first time in 2024.
The Irvine-based chain saw sales hover around the $45 million mark since 2022. But as it introduced more grab-and-go and heated snack options, sales began to grow again.
“That $50 million is reflective of the hard work that a lot of our franchise owners have done,” Chief Executive Susan Taylor said, adding that 2025 has started off strong so far.
Juice It Up, ranked No. 25 on our largest OC Restaurant Chains list (see page 25), is 99% franchise-owned, according to Taylor. The Irvine-based chain reported that the top 20% of franchisees have been generating $894,000 in average unit volumes (AUV).
“We really have focused (on) how we’ve been able to build the sales over the past five years, and it’s (been) looking at the different ways that we continue to keep the brand in front of the guests,” Taylor said.
The CEO highlighted efforts of building up the chain’s digital presence, adjusting the menu to include more pick-and-go items, and even strengthening its testing protocol to generate frequent transactions.
The company is also on track to surpass 100 locations by mid-2025. The long-term goal is to establish a physical footprint from coast to coast, Taylor added.
“We’re looking at how we’re able to grow in a steady manner, to be able to get to that 100, 120, 150-mark over the next few years,” she said.
Finding the Right Franchise Partners
Currently, the chain counts 94 locations in the U.S.
“It’s about finding people that either know the brand or (are) fans of the brand,” Taylor said about growing its franchise network.
One aspect that Juice It Up has looked at is the physical space of its stores.
“We’ve also shrunk the store layout in some cases, where you can do it in a smaller footprint, so it’s a little less in rent,” Taylor said. “We have some nontraditional locations that do very well for us, and we’re always looking at what that could do.”
Since 2023, Juice It Up has operated a storefront at Angels Stadium in Anaheim. There are also two spots at California State University, Fullerton.
“We really want to make sure that… we have the right partner that presents our brand well,” Taylor said.
She noted that the nontraditional stores match the “on-the-go” platform Juice It Up has built itself on. The chain will continue to explore airports, colleges and other high-traffic locations as it expands.
Testing On-the-Go Snacks
One trend that has helped Juice It Up turn the tide is the consumer habit of smaller snacking versus picking up breakfast, lunch or dinner. Portability is also an important factor, according to Taylor.
“Most people use us to pick up and then (go) on their way,” she said. “So, we extended our line of some of our heated items.”
The chain last year switched from offering a standard sized pretzel to smaller, pretzel bites which became “super successful,” according to Taylor.
She said the company does a “deep dive” on the menu about once a year to see which items need a refresh.
“We really look at where we think our guests would allow us to innovate. I’m not going to do a hamburger anytime soon, but there are items that pair very well with our products,” Taylor said.
Another item that is currently being tested in a few stores is chia pudding.
“I was in one of the locations the other day, and I thought it would be paired with a drink or something, but two women came in and that’s what they ordered. (Something) I had intended to be an add-on type item or a snack,” Taylor said of observing the purchase.
Everything from new products to store systems is tested within a group of 10 to 12 franchisees based in various parts of Southern California and includes one out of state.
“There’s that core menu that you can’t really get too far afield from. But if you do it right, people will allow you to innovate, introduce other things and create new favorites,” Taylor said.
“I think that the consumers of today, and the consumers of tomorrow—especially with the advent of social media and Instagram and TikTok—see more of the world and trends and food and what’s happening, and so they’re much more adventurous,” she added.
CEO Focused on Growth, Team-Driven Innovation
Susan Taylor was named CEO and president at Juice It Up in 2021 following nearly a year as vice president of franchise operations. Her leadership background includes roles at Sharky’s Woodfired Mexican Grill, Baja Fresh and Chevy’s Fresh Mex, and most notably, 14 years with rival chain Jamba Juice.
“My learnings as a leader is assembling a great team and then allowing them to be able to do their thing. I can’t try to do everything myself,” she told the Business Journal. “I have to provide direction and strategy and support.”
Taylor credits brand innovation to multiple people with “strong culinary toolkits” at the company—Vice President of Marketing Natalie Eaglin, who previously worked with the culinary team at California Pizza Kitchen, and Vice President of Supply Chain Melissa Aills, who also is a trained chef.
“We all love to look at what’s happening, what’s trending,” she said, noting that product development must stay “in line with what people know you for.”
Expanding Juice It Up beyond its core market is something Taylor is “highly focused on,” she said.
“We’re always looking at transactions because we want to continue to be positive in transactions, because that tells us the business is healthy.”
—Emily Santiago-Molina
Juice It Up, Mountain Mike’s Share New Irvine HQ, Owner Seeks Third Brand
Juice It Up along with its sister franchise Mountain Mike’s Pizza, both co-owned by Ed St. Geme and Chris Britt, recently moved to a new 14,000-square-foot headquarters in Irvine leased at the beginning of the year.
“After almost 20 years in franchising as a franchisee and franchisor, we’ve learned that collaboration is a true force multiplier,” Britt and St. Geme told the Business Journal. “To optimize effective collaboration, it is important to be in the same physical space. By bringing together our two incredible brands and their respective leadership and support center teams in our new Irvine campus, we’ve triggered a new era of growth for both brands.”
Mountain Mike’s counts 30 corporate employees and Juice It Up has 17 at the new building at 110 Theory in Irvine.
“And we’re not stopping there – we are actively searching for a third brand this year,” the owners added.
The duo is interested in a third quick-service chain that is predominately franchised and based regionally in Orange County, like its existing franchises.
The brand would have to already be established in California and the Western U.S., or “offer a strong growth opportunity” in the same markets. More than 50 stores are also preferred, Britt and St. Geme said.
Other attributes include national growth potential, strong unit economics, ROI and an upside in digital technologies, AUV and consumer loyalty.
—Emily Santiago-Molina