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Food and Beverage 2010-11-26

Boost Profits With Booster Juice

Realising the increasing love and demand for fresh juices and smoothies in the Indian market Booster Juice, came into existence. The company has gained worldwide acceptance for its healthy and 100 per cent natural juices. Read on to know more about the su

By Feature Writer
Boost Profits With Booster Juice

The Booster Juice is a huge success in US and other foreign markets. Even in India, it is successfully catering to the increasing demand of the Indian customers. India, accounts for approximately 10 per cent of the total beverage consumption. The Indian non-alcoholic beverage market which comprises of hot drinks, carbonates, non-carbonates is estimated to be around Rs 23,000 crore growing at a CAGR of seven per cent. Booster Juice is operating successfully through 16 franchise outlets in India and is eyeing various markets of India to penetrate and establish itself. The company has a bright future in India as the health drinks hold 8.7 per cent share of the market, which is growing at the rate of 7.23 per cent.

Inception of Booster Juice

Established in 1999 in Edmonton, Canada; Booster Juice has expanded beyond its place of origin to different horizons across the globe. The company founders, Dale Wishewan and Jon Amack, wanted to create a food service concept that would capitalise on the rapidly increasing consumption of fresh juices and smoothies and provide consumers a healthy and convenient alternative to fast food. It is one of the largest chains of fresh juices and smoothie bars. Booster Juice entered India in April, 2008 through its master franchise Brand Calculus and in August the first franchised store was opened at Delhi’s prestigious Select Citywalk mall.

The Booster Juice is present in three formats – kiosk, inline store with some spill out seating and a café style full service Juice Bar with adequate seating. Presently, the company is operating through more than 300 franchised outlets worldwide and 16 outlets in India, in four cities: Bengaluru, Chennai, Hyderabad, and Delhi.  The company is planning to double the number of outlets in these four cities. Besides this, the company is also looking at expanding in cities like Pune and Mumbai this year and also in Kerala, Goa, Punjab and Kolkata in 2011 via franchising.

Model for expansion

After expanding the brand in US, it started to franchise overseas by building its presence in the Middle East, Netherlands and India. The company entered India through the Master Franchise business format and now the company is expanding through multi-unit franchise operator in ever city. Besides this, the company is considering a single ‘Territory Franchisee’ if an appropriate person or organisation is available.

The company also shares a favourable view on conversion franchisee concept. It is open for all of its stores except for a few in Bengaluru. These exceptional stores will operate through management commitment or a national relationship.

Take up the franchise

Brand Calculus, the Master Franchisee for Booster Juice in India is a new age company that was setup with the objective of bringing the best Quick Service Restaurant Brands from around the world to India. The company believes that the right partnership between franchisor and franchisee will lead to the creation of an outstanding customer experience which in turn will lead to customer loyalty. If you have any plans of getting associated with such an established brand in the juice and smoothies industry, then here are mentioned the eligibility criteria that company has laid for the selection of the franchisees:

  • A quality and people oriented franchise partner as he will be our brand ambassador
  • Our ideal franchisee must be an aggressive self-starter, and must have the ability to manage multiple stores of area that may range between 150 sq.ft to 1,000 sq.ft
  • He must have investment capability of Rs 17- 30 lakh to open the multiple stores as well as management acumen necessary to manage a multi location business
  • He must have integrity in dealing with his employees, his franchisor and even customers

Strong business support system

As far as training and supporting the franchisees and their respective staff is concerned, Booster Juice provides the best training system. It has a dedicated Training Manager who interfaces the support for the company with its franchisees. It trains all the crew members regardless of corporate or franchise owned, in a combination of classroom and shop floor training. The training programme is divided into two main areas:

  • Hard Skills: It includes product knowledge, store operations, smoothie and other product preparation SOP, stock management and ordering, restaurant health and hygiene standards, and financial processes connected to billing, banking and so on.
  • Soft skills: Soft skills comprise of greeting a customer, taking his or her order, up-selling, handling doubts if any, registering customers for the brand’s loyalty programme, communicating promotions and above all in managing the interaction with a smile.

Besides this, the company also conducts internal audits, which are conducted by in-house store quality audit team of the company. Booster Juice conducts mystery shopper audits also.

Hurdles in the way to franchise success

Challenges are a part of every business establishment. Similarly, Booster Juice also faced some challenges while introducing a new category of food products to the Indian customers. Some of those challenges are listed below:

  • Supply Chain – The ability to get IQF berries like strawberries, raspberries and blueberries that are seldom available in India on a regular basis. To get the sorbets developed to the Booster Juice specs and to ensuring that the special Styrofoam Booster Juice cups that keep the smoothie cold for a long time. All this needed the development of importing and stocking expertise.
  • Localising the smoothies – Booster Juice has developed a lot of beverages with Indian fruits, developed a line of milkshakes and more recently a line of fruit based hot beverages that have been very well received.
  • Prices and size of Booster Juice cups – The regular size Booster Juice cup was 12 Ounce in size (350 ml), which is the Canada’s small size, smoothie cup. The company found that this size faced some entry level price resistance, as well as some perception that the quantity of smoothie served in this cup was too large. So, for this reason, the company now introduced an eight Ounce cup (235 ml) as a new ‘Junior cup’ to some outstanding response. This junior cup has also allowed the company to offer some incredible entry price beverages.  

 Thus, Booster juice offers a unique range of products best suited for today’s active lifestyle. Thus, taking up the franchise concept, that caters to the changing needs of the Indian consumers will help fetch good returns for the aspiring franchisees.

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raju : 12, Aug 2010 at 07:34 AM
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Mahlui : 16, Aug 2010 at 02:04 AM
Is there a franchise opportunity for Aizawl, Mizoram. If so please send me the details including amount of investments required.
Md Shujauddin : 17, Aug 2010 at 10:52 AM
looking forward to your reply , for the franchise , in Gulbarga one of the district of Karnataka
Zubair Palekar : 18, Aug 2010 at 02:12 AM
Hi looking for franchising in Nashik. Please specify area required
Arti Gupta : 19, Aug 2010 at 01:14 AM
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Radhik Pillai : 21, Aug 2010 at 01:09 AM
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sekhar : 21, Aug 2010 at 08:44 AM
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Chandra : 18, Sep 2010 at 04:50 AM
I would like to know about franchise opportunities in Delhi
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Mahlui Ralte : 23, Sep 2010 at 12:14 PM
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Mahlui Ralte : 23, Sep 2010 at 12:17 PM
For detail information about TOTS, just search for 'mahindra retail' from google, you will find all the detail information including franchise opportunity
powin pereira : 16, Nov 2010 at 01:03 PM
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Rajesham : 01, Dec 2010 at 12:28 AM
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akhil vipin : 11, Dec 2010 at 08:29 AM
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bhupender ramaiya : 06, Jan 2011 at 02:14 AM
am looking for oppurtinity for franchise in Uttar Predesh, tier "B" city. do you have plans to open store there
Jitesh Kumar Jain : 19, Jan 2011 at 08:13 PM
Myself Jitesh Kumar I own a vacant land of 1250 sq.yards in d midest of d town. D proposed land has 2 roads on its sides. & We r interested in giving d land on lease. If u have any plan 4 opening in Gudivada Town & u r looking 4 a site in dis area den contact me Looking forward 2 have an early reply.
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Rajiv Vaswani : 10, Feb 2011 at 01:07 AM
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arsheed : 18, Feb 2011 at 06:54 AM
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sasidharan : 28, May 2011 at 12:23 AM
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arun savlani : 14, Jun 2011 at 12:34 PM
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rajender : 04, Jul 2011 at 08:50 PM
want to start baby store plz guide
Vinod kumar : 18, Jul 2011 at 11:45 PM
I want more detels
balaji.s : 24, Aug 2011 at 02:15 PM
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want to open the outlet at dhanbad,coal capital of india. pls send the details.
Interested : 26, Nov 2011 at 10:11 AM
I am very much intrested to do Baby care product business ...
pradeep mehra : 28, Jan 2012 at 08:46 AM
looking for a franchise in delhi,precisely central delhi.having own space.
karma : 06, Feb 2012 at 03:32 PM
i want to franchise baby products and maternity products in bhutan.
i want to open showroom in u.p. : 28, Mar 2012 at 01:32 PM
want to know about the procedure & investment to get the franchisee of mother care.
Minakshi : 01, May 2012 at 06:14 PM
I am intrested to start/ open franchise at aurangabad.
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Im interested in being a franchise at Adyar,Chennai.\r\nPlease send me details.
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i want a frenchise in Himachal pradesh ,pl send details
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Hello,\r\n\r\nKindly inform me the details for opening franchise in Kerala.\r\n\r\nThanks.
Adil : 31, Aug 2012 at 05:20 PM
Dear Jayadev, If you are interested in taking franchisee of a furniture company with excellent returns, pls contact me
Shivakant Prasad : 08, Nov 2012 at 01:58 PM
Looking for franchise of Mother Care in Patna (Bihar) Location :- Kankarbagh,Bailey rd.,Boring rd
tanushri kansal : 21, Nov 2012 at 04:12 PM
Hi I would like to open a franchise in surat,gujarat, please send me the details like the area and the investment amount required?
chandan : 19, Dec 2012 at 01:11 PM
Want to take up a franchise for the same in Dhanbad,Jharkhand.\r\nNeed to know more details about the franchise module.\r\nwaiting for your kind reply
Aashima chadha punaini : 14, Oct 2013 at 03:28 PM
I would like a franchise outlet in haryana(yamuna nagar) could you reply to my email. Full detail.
savio : 30, Oct 2013 at 01:58 AM
T. P.Singh : 13, Jun 2014 at 07:31 PM
i am interested for toddler product distributor in varanasi-
Sandeep Kumar : 10, Mar 2019 at 06:41 PM
Looking for a franchise of Booster Juice in Delhi
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