Years ago when we opened our first Juice Bar, I decided since we were located on a college campus, espresso and cappuccino creations would be apropos for our business and a nice complement to selling smoothies. So what did I do? I set out on a quest to learn everything I could about coffee. I visited trade shows and cafes and talked to everyone who frequented Starbucks trying to understand the psyche of the coffee connoisseur and why it was they liked burnt coffee. Or, did they really? I’m still wondering about that one…In any event, I never realized that there was such a myriad of equipment out there that all supposedly did the same thing…What to buy?
Everyone has a product to sell. So don’t be suckered into purchasing equipment that is not right for your situation. It could cost you hundreds, if not thousands while ultimately limiting your capabilities.
Remember “Sales 101,” we all buy on emotion. Who doesn’t love being sold to especially when we are in the market for some shiny new piece of equipment that says, “Hey look at me, don’t I look cool?” I know I’ve been there; I’ve made my own mistakes and have learned what not to do. I bought a fantastic three-wand fire-engine-red espresso dream machine that could have serviced Time Square on New Year’s Eve. But what the hell, I did my research, I knew, or thought I knew, that these kids were going to buy my coffee especially since I went to painstaking efforts to make sure I didn’t burn my beans. Okay, I admit it, I was wrong. This mistake cost me $6,000. That money would have been put to better use by paying for a $1,500 piece of equipment and paying rent for the next three months. We all will make mistakes, especially when endeavoring in the unknown, just remember “Sales 101.”
The 6 common denominators
It really doesn’t get much more basic than this. But could it really be this easy? Maybe, but first you will need to understand how these components are all going to fit in your unique situation:
• Ice source, refrigeration, blender and sinks, counter and menu board.
Ask yourself first, how many customers will I service?
This is the million-dollar question. The large Juice Bar chains count on a neverending sea of people walking by their Juice Bars daily. If they sell 3% to 5% they are ecstatic. But you have a different situation; your clientele is finite, but consistent. Figure 10% of your members will access your Juice Bar with percentages up to 30% and more if you serve a good product and you educate them on nutrition as to why they need your product.
Space
You will need to look at your space and decide on the necessary components that will make your Juice Bar functional in that space. You see, whatever the condition, there is just that right piece of equipment designed for your unique situation. For example, many health clubs will try to incorporate their Juice Bar into their check-in counter. I don’t personally recommend this, but there are situations where it is desirable. Because of this consolidation, space becomes a premium and an icemaker will probably congest things. That’s okay, just move the icemaker to a mop room across the hallway and stick an ice bin in the counter top. You see, there are solutions.
Commercial Equipment
Does your equipment need to be NSFapproved? Many of the Juice Bars within health clubs are never visited by the health department. That doesn’t mean you shouldn’t follow the rules. Remember, your Juice Bar is a food service business and as such, should follow the same criteria that restaurants do. This means the equipment will be different than what you might find at Home Depot; sizes are all different too. This means that countertop depths may have to be adjusted, dedicated electrical circuits may be needed and plumbing specifications may have to be altered. Ah, the details. Not paying attention to them could hamper your business for years to come.
Budget
Make your decisions to fit your budget. When I purchased that $6,000 espresso machine, I rationalized that someday it would pay for itself. At four espressos a day, it would take me 127 years to pay it off; okay so I’m exaggerating, but you get the picture. This is a business and you want to see a return on your investment, quickly. If you “grow out” of your equipment, you have what I call a “good” problem. This means the equipment has paid for itself, you are growing your business, and it is time to invest in the next level of equipment.
Being aware of these points will save you from spending money frivolously, and may help you if you are ever visited by the health department.
Dan Young is President of Performance Food Centers, Corp. He is accomplished in juice bar concept and design as well as certified in personal training and sports nutrition. He can be contacted at 866.632.1927, or visit www.performancefoodcenters.com.
