ATLANTA — Raving Brands announced Feb. 1 its new three-year plan to add more than 250 Planet Smoothie locations by 2009.
A primary focus of the growth strategy will be strengthening and expanding the new Planet Smoothie Café concept. The concept, introduced in 2005 to mark Planet Smoothie's 10th anniversary, features a healthy food menu to supplement Planet Smoothie's selection of smoothies. The concept was created to serve additional day parts, offering breakfast and lunch, and more substantial meal replacement options.
"Our strategy is simple: refresh, re-energize and expand," said Chris Morocco, executive vice president and chief development officer for Raving Brands. "We'll springboard from Planet Smoothie's core competency of nutritious fresh fruit smoothies and healthful offerings and continue to cater to active, health-conscious consumers."
Beyond the menu, the Planet Smoothie Café concept is distinguished from the original by its edgy, modern design, where stainless steel accents contradict soft hues of green and orange. The food menu aligns with Planet Smoothie's healthful values and offers a number of nutritious items such as a Sun Dried Tomato and Turkey Wrap, Hot Ham and Cheese Sandwich, and Asian Chicken Salad.
Planet Smoothie Café currently has 14 locations open and operating across nine states, with an additional 14 franchise commitments for the future.
Real estate growth
Another key strategy for growing Planet Smoothie's category leadership is real estate selection. The concept will expand its preferred sites to include concession units, strategic alliances with big box retailers and department stores and other places where on-the-go suburban, affluent consumers frequent. Additionally, Planet Smoothie's area developers, who act as franchise sales agents and local market experts, will play an increased role in real estate selection as part of Raving Brands expanded real estate infrastructure.
"Planet Smoothie is an exceptional niche brand with a product offering that's perfect for the rapidly growing number of health– and convenience-driven consumers," said Chris McCracken, Planet Smoothie vice president. "Refreshing the concept is important for strategic growth as Raving Brands continues to monitor and react to consumer trends. Raving Brands has a new level of focus on the strategy and smart growth, and we believe Planet Smoothie is ripe for aggressive expansion."
