How Beyond Juicy Built a 51-Location Franchise Empire

Why It Matters

Beyond’s disciplined franchising model shows how health‑focused brands can achieve rapid, sustainable growth, signaling strong investor interest in the expanding clean‑eating market.

Key Takeaways

• Founded in 2005, ahead of the juice‑boom, now 51 locations.
• Franchising launched 2018 after building SOPs and manufacturing hub.
• CEO Jasmine Miller leverages construction efficiency to scale operations.
• Certified organic cold‑pressed juices differentiate Beyond in a crowded market.
• Food menu now equals juice sales, driving broader customer appeal.

Summary

Beyond Juicery and Eatery, founded by Mijo Alanis in 2005, has grown from a single Michigan juice bar to a 51‑location franchise spanning the Midwest and beyond. The interview traces the brand’s evolution, from early observations about unhealthy fast‑food options to the launch of a manufacturing facility and the decision to franchise in 2018 after establishing rigorous SOPs and training platforms. Key insights include the timing of the first store—three years before the national juice boom—rapid adoption of bottled cold‑pressed organic juices, and the strategic addition of a full‑service eatery to balance seasonal demand. Jasmine Miller, a former construction executive, now serves as CEO, applying low‑margin, high‑efficiency principles to streamline supply‑chain negotiations and maintain product quality despite rising ingredient costs. Notable moments highlight the company’s culture: Alanis’s mantra “do what others won’t so you can do what they can’t,” the pursuit of certified organic HPP juice, and the launch of limited‑time food items that keep the menu fresh. The partnership with Rising Stars Academy underscores a community‑focused growth strategy. The story illustrates how disciplined operational frameworks, brand differentiation through organic certification, and a flexible menu can fuel rapid franchise expansion in the competitive health‑food sector, offering a blueprint for entrepreneurs seeking scalable, health‑centric concepts.

Original Description

What does it take to turn a simple observation into a 51-location franchise brand?

We sit down with Mijo Alanis, Founder of Beyond Juicy & Eatery, and Jasmine Miller, CEO, to discuss the incredible journey from washing dishes at age 15 to building one of the fastest-growing better-for-you restaurant concepts in the Midwest and beyond.

Mijo shares how noticing customers leaving hamburger buns and fries behind sparked an idea that eventually became Beyond Juicy. Jasmine discusses her transition from the construction industry to leading a growing franchise organization and the systems that have helped fuel expansion.

You'll also hear how the company built a unique culture centered on innovation, healthier food options, franchisee success, and community impact through partnerships like the Rising Star Academy.

00:37 The Origin Story of Beyond Juicy

02:22 Opening the First Store in 2005

04:22 The Road to Franchising

06:06 Health Trends & Consumer Behavior

08:27 Jasmine Miller's Journey to CEO

10:28 Leadership Lessons from Construction

12:34 Innovation, Product Development & LTOs

14:00 Managing Rising Food Costs

15:02 The Rising Star Academy Partnership

18:37 Expansion Plans & The Road to 100 Units

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