Smooth and Easy

Fruit smoothies suit all dayparts with variety and convenience

By Margaret Sheridan, Senior Editor -- Restaurants & Institutions, 4/15/2004

According to Reed Research Group/R&I Menu Census, 31% of K-12 schools menu fruit smoothies. Almost as many (29%) colleges and universities offer them.

Smoothies quench thirst, sate appetites and answer demand for something fresh, portable, fast and filling. For operators, they're loaded with profit because food costs can be manipulated by a choice of ingredients added to the core formula (juice, fruit, ice and often milk, yogurt or ice cream).

Smoothies are easy to make and to ruin. Poor quality results when there's too much ice, water or liquid, says Lary Tarnowski, food service director of the Akers/Hubbard Complex at Michigan State University in East Lansing.

Make and serve them immediately, otherwise settling occurs," he says. Because it is cost-effective, clerks at Akers/Hubbard use standard home blenders rather than commercial models. Use of a frozen fruit base to which fresh fruit and yogurt are added facilitates production and minimizes inventory. In addition, the popularity of chai tea and cappuccino inspired two house specials.

When and where smoothies are sold are key to sales opportunities. Exercise enthusiasts at the University Wellness Center of the University of Miami in Coral Gables, Fla., buy the majority of smoothies at dinnertime and early evening. At the school's Hurricane Food Court, sales peak around lunch with as many as 700 orders, says Mel Tenen, director of auxiliary services for the account, which is managed by the Chartwells division of Charlotte, N.C.-based Compass Group North America.

At 400-unit, San Francisco-based Jamba Juice, 45% of sales occur between 11:30 a.m. and 2 p.m. Breakfast accounts for 25%, with most of the remainder spread between 3:30 p.m. and 7 p.m., says Rosa Compean, director of product marketing.

Jamba Juice's formulations for two dozen core drinks with "boosters" (soy or protein powders, nutrients, vitamins or minerals) have changed little since the first unit opened in 1990. What is different is market growth. The chain in February opened its first New York City unit in the new Time Warner Center. It intends to add 250 nationally by 2006.

"We listen to customers," says Compean. In response to requests, Jamba last October introduced a smaller size—16 ounces for $2.95—in addition to $3.75 24-ounce and $4.55 32-ounce sizes. Last month, calorie counters were given the Enlightened Smoothies line. The 16-ounce beverage in four flavors (Strawberry Nirvana, Orange Divine, Berry Fulfilling and Mango Mantra) contains 160 calories, a reduction of up to 50% in calories and sugar, Compean says.