Fruit-Based Drinks Are Everywhere, but Juice It Up Keeps Growing

Why It Matters

The brand’s out‑performance demonstrates that a focused franchise model can thrive in a saturated beverage market, while highlighting the growing consumer appetite for protein‑rich, digitally accessible drinks.

Key Takeaways

• Juice It Up sales rose 9% to $54.5 million in 2025.
• Average unit volume hit $595k, a 50% increase since 2020.
• Digital and third‑party channels drove a 13% Q1 transaction boost.
• Protein‑rich smoothies now represent ~10% of sales.
• Plans to double locations to 200 by 2031.

Pulse Analysis

The U.S. juice and smoothie segment has become crowded, with giants like Tropical Smoothie Café and Smoothie King dominating shelf space. Yet Juice It Up has carved a niche by leveraging its franchised model and concentrating on high‑traffic West Coast markets. Its 9% revenue growth to $54.5 million, despite the proliferation of drive‑thru concepts, signals that consumers still value specialty, fresh‑fruit offerings when paired with convenience and brand authenticity.

A key driver of Juice It Up’s recent momentum is its aggressive digital rollout. By integrating third‑party delivery platforms and enhancing its own online ordering, the chain lifted Q1 transaction volume by 13%, a figure that outpaces many traditional sit‑down juice bars. Simultaneously, the menu’s protein pivot—highlighted by the peanut‑butter‑banana "The Zone" and Chobani Greek‑yogurt smoothies—now accounts for roughly 10% of sales, tapping into the broader health‑snack trend that blends nutrition with indulgence.

Looking ahead, the brand’s growth blueprint hinges on rapid store expansion and product diversification. CEO Susan Taylor projects opening 8‑10 new units in 2026, accelerating to 20 in 2027, with a five‑year target of 200 locations. While rising gasoline prices could pressure discretionary spend on premium smoothies, the chain’s strong same‑store sales gains—8% year‑over‑year and 24% over three years—suggest resilience. Backed by investment firms Dover Shores Capital, Britt Private Capital, and Jupiter Holdings, Juice It Up is positioned to scale its proven formula while navigating macro‑economic headwinds.