Jamba Juice CEO unveils next phase of turnaround

In the third year of an ongoing turnaround plan, the parent to the Jamba Juice smoothie chain said Wednesday that 2013 would be a year of “transformational growth,” with the addition of freshly squeezed juices in more units and a new limited-menu Smoothie Station format.

Jamba Juice Co. chair, president and chief executive James White unveiled its BLEND 3.0 plan Wednesday, the next phase of turnaround efforts that have brought the 774-unit chain positive sales. For fiscal 2012, the company said it expects same-store sales to increase between 4 percent and 6 percent, and White has predicted the chain would see its first year of profitability in six years.

In an interview with Nation’s Restaurant News, White outlined how the company has been working to turn Jamba Juice into a more healthful, active-lifestyle brand, with a multichannel effort to reach consumers where they are: in schools, hospitals and even grocery aisles. This year, for example, the company plans to grow a new limited-service format called Smoothie Stations, mini Jamba Juice units that can be dropped into a 100- to 200-square-foot space.

Smoothie Stations, which are manned by a small team, will offer primarily handcrafted smoothies in college campuses, hospitals and other nontraditional locations. The simplified format will also appeal to franchisees looking for new opportunities, White said.

After testing “a handful” in several markets in 2012, White said Jamba Juice plans to add up to 100 Smoothie Stations this year.