Freshly Sqeezed Profits!

Their freshly squeezed, low-fat, high nutrient Smoothie has acquired the company an almost cult-like national following. And, set at a reasonable price, the wholesome alternative to fast food has rapidly established Booster Juice a solid reputation. While each delicious serving of Booster Juice incorporates five freshly squeezed servings of fruits or vegetables, customers can place personalized orders including homemade yogurt, sorbet, fresh fruit and nutritional additives such as calcium citrate and bee pollen. Hard-core nutrition hounds can knock back a shot of wheat grass with a fresh juice chaser, and families can get a quick meal and know precisely what they are eating.

In a recent customer survey, one "Booster Juicer" admitted to appreciating the nutrition value of the products as well as the low costs. "Where else can I pay $1.95 for $20 worth of nutrition?" the questionnaire read.

A decade ago, the average Canadian had only a cursory interest in sound nutrition practices, said Dale Wishewan, president of Booster Juice. But, the same population, which now suffers from excess weight, stress and epidemic diseases like cancer and diabetes, is now considering more proactive, preventative lifestyle approaches. These new attitudes are also generating a shift in demographics, explained Wishewan. "Our kids are growing up around working parents who are informed, busy and very progressive when it comes to good nutrition for the family," he said. "They exercise regularly, they're aware of the preventative benefits of healthy eating and they want their kids to eat right. The kids suck these juices back without even realizing it's good for them and parents love that." Walking the Walk In conjunction with the hip, healthy and vibrant image of the company, Booster Juice optimizes on community events to promote healthy living. Wishewan said building an image for the business within the community is essential to success and encourages owners take an active part in events like the company's recent "Inaugural Squeeze," when Booster Juice hosted more than 400 runners in a Compassion House Run charity event. Wishewan admitted such events are a perfect opportunity to introduce product to potential customers, but added it is also a great opportunity to promote healthy lifestyle initiatives for Canadians. Aside from community events, a two per cent advertising fee ensures owners can enjoy a substantial profile in their communities through attractive signage and special promotions.

Talking the Talk Wishewan is convinced his company is on the right track. "Our word-of-mouth sales are big, and customers actually approach us when we open a new store to say 'thank you for coming to their city,'" he said. "They're really pleased to have that healthy option." Wishewan and partner Jon Amack established Booster Juice in Sherwood Park, AB., in 1999. Although engineers by trade, the two young professionals shared an entrepreneurial passion. Wishewan and Amack left the world of logarithms and machinery to design a robust, revenue machine, which now extracts juicy profits for investors. The integrity and stability of Booster Juice has not only earned the respect of consumers and investors, but has also attracted an impressive corporate acquisition - executive vice-president, Brian Leon.

Leon's reputation is preceded by his past experience in franchising. The former president and CEO of The Great Canadian Bagel (TGCB) was a key player in the franchise, which grew from two stores in 1993, to its current 145 locations. Leon said he decided to venture into the Booster Juice concept because he saw enormous potential for the franchise and future franchisees. He explained he was drawn by the health consciousness of the concept, the limited space and minimal overhead requirements and the efficient use of labour. "It's a young, energetic company with a strong team and a foundation that will allow us to become a major North American foodservice chain," he asserted. With 3,000 active inquiries in the Booster Juice databank, Leon anticipated major expansion across Canada and the United States. He also foresees company growth in selective international markets.

Freshly Squeezed Profits While Booster Juice franchisors and franchisees agree the business of freshly squeezed juice is fun, healthy and timely, there is more to the success of the system in that it produces a solid profit. According to "Wishewan an investors' return on investment is approximately three years of their initial investment. Wishewan recommended investors hold approximately $55,000 in unencumbered cash, and added an initial franchise fee of $20,000 starts the paper work.

Addiction in Edmonton, AB Edmonton Franchisee Lanny Strynadka said his customers are openly addicted to Booster Juice Smoothies. Strynadka explained one of his addicted customers was so hooked she recently purchased a Booster Juice franchise in Calgary. Strynadka said he is very proud of his business and reported his Edmonton City Centre store places first or second in Booster Juice sales each month.

Strynadka was introduced to the Booster Juice concept 12 years ago by his children. The former sales representative said he was looking for a new challenge and profitable business opportunity his family could operate together. So why Booster Juice? "It seemed like a natural fit," he said. "They're good people, it's a very positive company, it's fun and there's lots of support when you need it." Strynadka's customer is not the only Booster Juice addict to submit to her addiction by investing in the concept. The owner of the semi-pro Edmonton Chimos Hockey Club and member of the National Women's Hockey League, Dee Bateman, confessed although she was drawn to the business because of its growth potential, she was also addicted to the product. Earlier this year, Bateman purchased her second Edmonton location. One of her biggest compliments towards the franchise is the minimal amount of waste. "In the food business, there is always inventory that is thrown away due to spoilage," she said. "In this business, there is zero shrink." Earning Juicy Profits in Kanata Ont.

A former sales representative for a B.C.-based beer company, Booster Juice franchisee Dion Kunellis and his business partners Rod Thompson and Charlotte Annett, opened four locations within one year of buying into the system. Kunellis had 10 years experience in the restaurant business and said he was ready to venture out on his own. He said he heard through friends that Booster Juice was looking to expand in Eastern Canada and wanted to learn more about the franchise. "I'd always interested in good health and nutrition; ground includes being a fitness trainer," he said. "If you believe in your product, it is easy to sell." Kuuellis attributes his rapid expansion to the popularity of the concept and the fact that his business is conducive to his lifestyle and personal interest. "It's important to love what you do," he said. "In the past, I have seen people buy into businesses solely because they had some money to invest. Without exception, the business fails." Kunellis explained one of the challenges of the business is luring certain customers away from their traditional coffee and pop diets. He said his staff is instrumental in accomplishing this by educating customers. "Once customers know what's in our products, they're converted," he stated.

According to the entrepreneur, the rapid growth of his business stems from the high-profile locations of the franchise. One of his most prolific stores is located in one of Eastern Canada's busiest malls, Rideau Centre in Ottawa. He added his premiere location in Kanata, Ont., was profitable in the first month. He also attributed that success to location.

Getting it Right.

A footprint of 10,000 sq. ft. accommodates Booster Juice corporate offices and training facilities in Edmonton. Regional offices in Mississauga service Eastern Canada franchisees; to support American owners an office has been established in Portland, Oregon. Training and support are of prime concern to new investors. As far as Wishewan is concerned, by the time they leave the training facility 10 days after their arrival, franchisees receive "a minor in Nutrition." The intense training is consistent with the company's mandate: "educate each individual customer." Although some Booster Juice investors come from related industries including retail or foodservice, and franchisees with a sales background are apt to excel during training process, neither is a requirement. More important to company executives is that owners have a positive attitude and healthy energy. "The most enjoyable part of this business for me are our owners," said Wishewan. "They share an optimistic outlook and they share our vision for good health and prosperous financial futures. Our franchisees are the kind of people you'd like to have as friends." Wishewan said his praise is well deserved. His team of hard working Canadians and their devoted customers has expanded the company from one store in November 1999, to the approximately 85 existing locations. With vice-president Leon's strategies for further domestic development and an international expansion, it is only a matter of time before the 100 per cent Canadian-owned health franchise entices customers in other corners of the world.

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