2004 Consumers' Choice in Chains | Treats: Jamba Juice

By Staff -- Restaurants & Institutions, 9/1/2004

2004 Consumers’ Choice in Chains
STEAKHOUSE > RUTH'S CHRIS STEAK HOUSE

Entering a Jamba Juice store is like stepping inside an energy factory, and that’s just how CEO Paul Clayton wants it.

The scent of fresh orange juice sweeps over customers, while music pulses along with the ever-whirring blenders. Lively shades of berry, orange, lemon and lime bring walls and menu boards to life. From behind the counter an employee calls out, “Welcome to Jamba Juice!”

160
Number of calories in a typical 16-ounce serving of Jamba Juice’s recently debuted Enlightened Smoothies, which contain 40% to 50% less sugar than regular offerings.

“We want our customers to leave Jamba Juice feeling good about themselves,” says Clayton, a former Burger King executive who joined Jamba Juice in 2000.

Given its top scores in the atmosphere, service and convenience categories, the chain also is making customers feel good about the brand.

Poised to open its 500th store next year, the company’s positioning is shifting from entrepreneurial to higher-level growth, having recently added four new vice president titles—in development, training, human resources, and marketing and brand development. Such investments will make possible the company’s transformation to a national and international brand, Clayton says.

Jamba Juice’s smoothie and juice lines appeal to a broad audience on several levels: Customers perceive bold tastes as healthful and nutritious and use the products for snacks and meal replacements. Portability adds to the sense of convenience, while an increasing number of stores boosts accessibility.

Drive-thrus are not part of the current prototype, but Clayton says the company may explore the option to fill in more-mature markets. For now, Jamba Juice is experimenting with design changes conducive to lingering.

“Our light users don’t frequent us as often in the winter. We’re trying to create an environment where they can stay and drink,” Clayton says.

Headquarters	San Francisco
CEO	Paul Clayton
Units	420
Check average	NA
Respondents aware of chain¹	19%
Respondents who visited in previous 12 months¹	5%
Guests who would go back²	85%
Average loyalty (would go back) for chains in this segment	85%
Key region	West
Widest attribute lead	Convenience
(1) Base is all respondents; (2) base is 12-month patrons.

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Chain	Overall Score	Food Quality	Menu Variety	Value	Good Reputation	Service	Atmosphere	Cleanliness	Convenience
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Note: Overall Score is an index; percentages represent respondents who rated the chain "above average" on the given attribute.
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