Franchising

Robeks' sales jump 27%, plan to open in Denver, Salt Lake City

Provided

November 19, 2021

Robeks, known for fresh smoothies, juices, bowls and premium toasts, kicks off the fourth quarter of 2021 with robust sales that put the brand on track to achieve some of its highest sales and unit growth in the brand's 25-year history, according to a company press release.

Robeks average unit volume topped $977,000, a 27% jump year over year and a 35% increase over 2019. This number represents the average net sales for the top 25% of stores for the 52-week period ended June 27, 2021.

"Our strong momentum returned in the latter half of 2020 with our guests turning to healthier options and embracing digital ordering and take-out. This has carried well into 2021 and the momentum is not slowing. We are opening additional new locations this year," David Rawnsley, Robeks' president, said in the release.

After the pandemic hit, Robeks streamlined online ordering, contactless pick up and began working with third-party delivery apps. Robeks also launched a new ordering app this summer.

"Delivery has gone from 1% to more than 20% of our overall sales volume and only continues to grow with the new app," Rawnsley said.

The second half of 2021 brought double digit average growth each month, which attracted potential franchisees, according to the release.

More than 17 franchise groups signed deals for 22 Robeks units since the pandemic started. The company expects to open 14 locations in construction or are already open, a nearly 20% growth rate. These new locations will open in existing markets like Los Angeles, Ohio and Connecticut and new markets such as Denver and Salt Lake City in early 2022.

"COVID-19 has taught many of us the importance of prioritizing our health over everything else," Rawnsley said in the release. "As a result, we have seen the impact in our sales as customers seek out health-focused menu options that still taste great. Consumers have also become more comfortable navigating the COVID-19 environment. These two factors combined have resulted in a considerable 2021 sales increase relative to last year."

According to the brand's Vice President of Marketing, Mitch Baker, Robeks' also added some new menu items before the pandemic, which has increased sales. The rollout of premium toasts topped with fresh avocado, along with sweet and savory options, has brought a new customer base looking to healthy, yet heartier selections.

"We introduced new superfood products right at the start of the pandemic, so our timing was spot on," said Baker. "We then moved some of our other products to the front of the line with a national campaign focused on health and wellness featuring the 'Immunity Community' theme. This resonated well with our consumers because it gave us the opportunity to highlight the overall health benefits of Robeks and these products in particular."

Founded in 1996, Robecks has more than 100 locations open and in development across 12 states and the District of Columbia.

"The real beauty of Robeks is that we have people that come here every day for a different food item," said Baker. "You'd get bored of a burger and fries every day, but you can come here for a fresh juice, smoothie, a lemon ginger shot or an acai bowl and then try some avocado toast. We have enough offerings that allow people to eat here every day and still feel great."