In the three years since then, Jamba Juice has grown to about 100 units, mostly on the West coast. Each smoothie provides five servings of fruit, Strausser says, and includes a shot of nutritional boosters such as ginseng or vegetable protein. Just as important as nutrition in winning over customers is the concept's convenience and service, according to Strausser. People are busy. We're a quick stop for healthy food.
Flavor plays another starring role.
In addition to fitting the chain's nutrition standards, each smoothie also must pass muster as a tasty snack. Few companies can match Starbucks for growth in the quick-service sweets segment. On an expansion tear since the early 1990s, the Seattle-based company entered 18 new markets last year and plans to increase its 1,381 units to 2,000 locations by the year 2000. Just as impressive as those numbers is the image the company projects. But while the Seattle-based giant is the industry's biggest coffee chain, it's hardly the only one.