True Food Kitchen owner to expand juice bar

Fox Restaurant Concepts plans to aggressively grow its new Juby True juice bar in 2014, the company said Monday.

Phoenix-based Fox Restaurant Concepts, which has 40 restaurants under a number of brands, said it will expand Juby True, which stands for “Juice by True.” The operator will expand the concept as standalone units and adjuncts to the operator’s True Food Kitchen units. The first Juby True opened in October next to a True Food Kitchen in Scottsdale, Ariz.

Sam Fox, chief executive and founder of Fox Restaurant Concepts, said the walk-up juice bar concept is in response to increased interest and demand in healthful food options.

“When we first opened True Food Kitchen, we recognized the need for restaurants that offer nutritious food that also tastes good,” Fox said in a statement. “We instilled the same philosophy in Juby True, but this time in a portable, convenient cup.”

Juby True serves cold-pressed juices for $9, made in house and bottled to go. The menu also features protein blends and smoothies for $8, water-based “hydrators” for $7, “juice boosts” for $4, coffees and teas ranging from $2 to $6, and gluten-free, vegan and paleo-friendly snacks priced between $3 and $4. And recognizing the popularity of packaged “cleanse” juice programs, Juby True also offers one- and two-day packages for $50 and $99, respectively.

The company said fruits and vegetables for the juices are sourced from local and regional organic farms when possible.
 
Fox Restaurant Concepts opened its seventh True Food Kitchen last month in Dallas. Fox said the company plans to expand True Food to Georgia, Massachusetts and Virginia.

Fox Restaurant Concepts’ brands include Blanco Tacos + Tequila, North Italia, Sauce Pizza & Wine, Zinburger Wine & Burger Bar, Culinary Dropout, The Arrogant Butcher, Wildflower American Cuisine, Olive & Ivy Restaurant, The Greene House, A Legend Is Here, The Henry and The Rocket pizza food truck. The company is also developing a fast-casual concept called Flower Child: A Food Revolution that is expected to open in spring 2014.

Contact Ron Ruggless at [email protected].
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