A View From The Top

3 ways Sip Fresh is reinventing the fast casual beverage industry

Sharon Arthofer, founder and CEO of Sip Fresh and the first franchisee of Wetzel's Pretzels, discusses how the brand's franchising concept and unique offerings are fueling the demand for innovation.

headshot provided by Sip Fresh

July 4, 2023

Sip Fresh is a "must-have" mall destination satisfying shoppers' cravings for refreshing, fruit-based drinks while out and about. Drawing on a loyal following, we are quenching consumers' thirst for delicious novelty beverages while delivering operational simplicity for franchise investors.

After spending over a decade in retail and being presented with the opportunity to become the first franchisee of Wetzel's Pretzels, I grew to realize my passion for running these types of retail businesses. I've been noticing a huge shift in the beverage industry, but my "lightbulb moment" came to fruition during a dinner night out with my husband. While waiting for our table, we were mesmerized by an interactive mixologist experience and the sense of adventure it brought to the other diners amongst us. I realized there were no concepts in the quick service space that served non-alcoholic specialty beverages in a similar, exciting fashion. Sip Fresh emerged to fill this void, serving fresh fruit-based juices, delectable smoothies, and elevated alternatives to boba, lemonade, and artificially flavored refreshers.

Today, Sip Fresh has four open locations in best-in-class malls, multiple developments underway and a target goal of 35 franchise deals by 2024. This franchise growth initiative is reflective of our brand's efficient, simple business model and the ability to understand consumer preferences. Here's a deeper dive into how Sip Fresh is uniquely built:

1. Meeting consumers where they are

According to experts, adventure is back on the menu as people travel to new places and embrace unfamiliar cuisines and blends in 2023. At the same time, consumers are still drawn to comforting, nostalgic, mood-boosting tastes, as well as flavors strongly linked to health and wellness. At Sip Fresh, our menu is meant to refresh the consumer experience in the beverage space. Our variety of fresh-fruit-based beverages, like our Fresh Sips and Cha Cha Chamoys , along with our beautifully displayed juice barrels out front are offered as a prominent way to engage all senses.

2. Engage, engage, engage!

Retailers need to be searching for new ways to reach their customers. More than ever, customer engagement throughout the purchase journey is necessary in order to build trust, develop loyalty, and provide an overall positive experience for the consumer. At Sip Fresh, our skilled and friendly "Sipistas" are faces eager to greet our guests, patiently guiding them to find their perfect drink through taste testing and asking relevant questions.

Food and beverage offer an opportunity for delicious escapism. Taking a break from the mundane, there is a demand for flavor and flavorful experiences; a desire to escape the day-to-day. Consumers that come to Sip Fresh are escaping to shopping malls and high-traffic centers where we are able to further draw them into their own adventure.

3. Handcrafted franchise model

After being a franchise operator for nearly three decades, we crafted the business model to sustain a strong return on investment for our franchisees. It was important for us to be able to warrant confidence and prioritize success for both the consumer and our investors. Sip Fresh became the right brand at the right time, in one of the most affected industries post-pandemic, for its high-tech stack, simple streamlined operations, minimized labor model focused on FOH, and ability to produce high margins.

Through Sip Fresh, we have paved the way for fresh, new offerings in the quick-service beverage category. We've worked hard to perfect our process of combining quality ingredients that consumers already know and love, and offering them in a unique, exciting, and meaningful way. As we continue to pour into communities throughout the Western U.S., and across the Sun Belt up into New York, we're eager to continue the adventure by being the right brand at the right time – for both our customers and investors.

Operations