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Vitality Bowls announces growth strategy

Vitality Bowls announced it has set a plan to have 100 locations open and in development by the end of 2016.

October 19, 2015

Vitality Bowls announced it has set a plan to have 100 of its "superfood cafés " open or in development by the end of 2016. Roy and Tara Gilad founded Vitality Bowls in 2011, in San Ramon, California, after discovering their daughter’s severe food allergies and wanting to find healthful food alternatives, according to a company press release. Since franchising began in 2014, the brand has seen significant growth with nearly 40 cafés open and in development.

"There is undeniable consumer excitement around Vitality Bowls right now — and we are feeling it just as much from entrepreneurs who want to invest in the concept," said Tara, chief operating officer for Vitality Bowls. "When we take a step back and look at how much we have accomplished with the brand over the past year, we realize that this is more than just a superfood café — it’s a part of America’s fitness and nutritional movement. As a family, we have always strived to live healthy lifestyles. Now, being able to share this way of life with thousands across the country is truly a dream come true for us."

Reshaping the mindset of consumers who previously were put off by the lack of healthful options when eating out and the taste of more healthful alternatives, Vitality Bowls has worked to redefine the healthful foods restaurant category through its café atmosphere, taste profile of its product line and the nutritional values of its menu items, according to the press release.

Vitality Bowls has gained momentum since launching in 2011. In 2014, the concept began franchising and within the past 12 months signed 38 units, the release stated. Today, there are nearly 20 open and operating, with additional cafés opening soon in Cupertino and Castro Valley, California, as well as Denver. Based in Northern California’s San Ramon Valley, the café has a presence throughout the state, from San Diego to San Francisco, and has opened locations in Indianapolis and the Dallas-Fort Worth market.

The company also has identified regions such as Florida, Arizona, Las Vegas and Virginia as opportunities, along with expansion in territories where there are already cafés.

"The time is now to hit the ground running and share the emerging concept with communities across the country. Healthy food is not just a trend — it’s the future," said Roy, CEO of Vitality Bowls. "Our customers can’t get enough of the fresh, made-to-order dishes created from the healthiest ingredients the earth has to offer. We are beyond thrilled to be expanding in existing markets and sharing our wellness movement in new territories."

Vitality Bowls blends healthful foods and the açaí berry is the focal point. The açaí berries that Vitality Bowls uses come from what is known as the "Tree of Life," which stands along the banks of the Amazon River, the release stated. It is the inspiration behind the brand’s motto, "The Food of Life."

The "superfood café" concept specializes in making açaí bowls, which are a thick smoothie-like blend of the açaí berry topped with organic granola and a selection of “superfood” ingredients. Additional antioxidant-rich menu items include smoothies, juices, organic soups, salads and paninis. All menu items are made-to-order for each customer and are prepared in a kitchen to avoid cross-contamination so customers with food allergies can feel safe about eating at Vitality Bowls. No ingredient fillers such as ice, frozen yogurt, added sugar or artificial preservatives are used, the release stated.

Fifteen varieties of bowls are available for breakfast, lunch and dinner; 10 smoothies; eight juices and four soups and salads, according to the release.