With limited menus and counter service, they don't ask consumers to dig too far into their pockets. Calif. By 1995, he had refined the concept, renamed it Jamba Juice and moved the headquarters to its current home in San Francisco. 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.