Article
Pure Green still going strong amid corornavirus shutdowns
Pure Green, a five-unit chain based in New York City, has seen a spike in sales of cold-pressed juices and immunity shots, which CEO Ross Franklin believes consumers are seeking because of the wellness options they provide.
March 16, 2020 by Cherryh Cansler — Editor, FastCasual.com
While most restaurant brands around the country are worried about declining sales and keeping their businesses open amid social distancing triggered by COVID-19, one small fast casual chain isn't facing those issues.
Pure Green, a five-unit chain based in New York City, has seen a spike in sales of cold-pressed juices and immunity shots, which CEO Ross Franklin believes consumers are seeking because of the wellness options they provide.
"We've seen a huge uptick in sales of our Immunity Shot in particular, which contains 2 ounces of fresh ginger and holds anti-viral and immunity-boosting properties," he said in an interview with FastCasuall. "With the recent spread of the coronavirus, people have become more cognizant of their health. They are coming into our stores and flocking to this product because they are seeking nutritional ingredients that will give them an edge."
Although Mayor Bill de Blasio announced late Sunday night that all New York City restaurants were required to halt dine-in service, delivery and carry-out make up 90% of Pure Green sales, meaning Franklin's business shouldn't be hit too hard. In fact, with larger-scale companies encouraging people to work from home, Pure Green is seeing an increase in carry-out orders.
"Our stores are positioned in high residential areas throughout New York City, allowing consumers, who now have flexible work schedules to stop in and grab our products without restriction," Franklin said.
Pure Green is also seeing an increase in delivery orders as well as online sales through its wholesale division.
"Sales are mostly comprised of our cold-pressed juice products, but our Immunity Shot has been most popular," Franklin said.
Protecting customers and workers
With the coronavirus in full effect right now, Franklin said his locations have significantly upped the cleaning of all surfaces, countertops and equipment in-store.
"Our staff has been trained to conduct multiple, deep cleaning sessions daily, at all five of our Pure Green locations," he said. "We've also asked that all employees wash their hands regularly, and use protective gloves, as they handle money and goods, and interact with customers."
Also, he and Michael Cecchini, head of operations at Pure Green, are keeping lines of communication open with all management and staff as things change.
"We currently have five to seven employees at each of our five locations, and overall, our team seems to be at ease," Franklin said. "Due to the rigorous cleaning methods we've put into place, we haven't come across any major concerns of interacting with customers."
Another way Franklin said he was keeping customers at ease was reminding them that the cold-pressed juices are made at Safe Quality Food-regulated facilities — not in-store.
"Our normal practice meets high standards of quality assurance that the FDA has put into place," he said. "I believe this has helped us establish a level of trust with our customers, who are relying on our products for a wellness boost during this time."
Catering sales decline
While overall sales are steady, Franklin said the catering business was down.
"With the cancellation of major events, large conferences and meetings, and with many professionals now working from home, the need for catering services has decreased overall," he said. "On the flip side, we've seen a massive increase in deliveries throughout New York City."
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About Cherryh Cansler
