Consumers' Choice in Chains: Leaders of the Pack - Jamba Juice

Jamba Juice leads the pack in the treats category, not by serving caramel and chocolate, but by serving bananas and berries -- by straddling the lines between nutrition and indulgence, dessert and daypart.

By Staff -- Restaurants & Institutions, 9/1/2006

Jamba Juice leads the pack in the treats category, not by serving caramel and chocolate, but by serving bananas and berries. By straddling the lines between nutrition and indulgence, dessert and daypart, Jamba Juice has carved out opportunities that few in the treats segment have achieved.

The smoothie chain has led Consumers’ Choice in Chains’ treats category for several years. And even with rapid expansion to 565 locations, it has maintained high scores, surpassing such ice cream chains as Cold Stone Creamery and Ben & Jerry’s.

“It’s a treat that consumers feel they can have every day with less guilt,” says Paul Coletta, Jamba Juice vice president of marketing and brand development. “Our brand stands for a healthy choice. That people can call this a treat and still eat it every day is a great thing.”

One of the ways Jamba maintains its segment lead has been to adapt to consumers’ changing tastes. When the clamor grew for

a lower-sugar beverage, Jamba created in 2004 its Enlightened Smoothie line, made with sugar substitute, fruit and a lower-calorie dairy base. The smoothies have one-third fewer calories than other Jamba drinks.

Then customers said they wanted more fruit and less yogurt or soy in their drinks, so Jamba in early 2006 created its All Fruit line of drinks, made entirely of pure juices and fresh fruit. A medium-size, 24-ounce smoothie contains five servings of fruit.

“It’s one of the strongest portions of our menu, in terms of sales,” Coletta says. “To be able to order something that tastes great and provides your daily servings of fruit really resonates with customers.”

Coletta says Jamba’s core customers are “either healthy or aspirationally healthy.” By following customer tastes and dietary demands, Jamba is able to remain both a healthy choice and a sweet treat for customers.

The chain is testing hot tea drinks as well as food for multiple dayparts at some locations. If the products are successful, they could be introduced nationwide.

“We are testing different offerings, looking at all dayparts,” Coletta says. “Food between meals is an area we are going to continue to innovate and explore.”