Rubyjuice is a jewel in downtown Holland

The line of teens at Rubyjuice Fruit and Smoothies in downtown Holland stretches through the store and out the door. In town for a ballet camp, the young women have chosen the smoothie bar for a healthy treat on a July afternoon.

The staff members serving up the fruity beverages, along with the occasional salad or sandwich, are busy, confident and happy serving their customers. Owner Jack Groot must be doing something right—neither the staff nor customers are bothered by the rush or the long wait.

Rubyjuice is clearly a fun, energetic, hip place to be. The store’s mission, “to create enthusiastically satisfied customers,” appears to be on the mark.

“We have a tradition of great customer service, and we hire great people who will smile and treat customers well,” said Groot. “We treat our employees with respect and take care of them, and they in turn do the same for the customers.”

Next door to Rubyjuice is JP’s Coffee & Espresso Bar, Groot’s first business, which is celebrating 10 years in business. JP’s projects the mood of a relaxed big brother next to Rubyjuice, the energetic, attractive little sister.

“Both stores are important to me, but right now I’m focusing my energy on Rubyjuice, while our franchising effort is getting started,” said Groot. Rubyjuice was created “from logo to layout” as a potential franchise.

When the business next door to JP’s went out of business, making available an ideal downtown location, Groot and his wife, Tracy, got serious about opening a juice and smoothie bar. They researched the industry and brought on board a smoothie consultant, a design and layout firm, an interior designer and an award-winning advertising and design agency to help them brand the new concept.

None of the ad firm’s first 200 name ideas grabbed the couple. Tracy suggested the name “Ruby’s Juice Bar,” based on the nickname the couple uses for each other.

The ad firm tweaked it into Rubyjuice, a name that hit the Groots just right. A “perfect” logo soon followed, according to Groot. “It says so much. It’s fun, and people just love it.”

“Branding is everything,” said Groot about the intense efforts that went into getting the look and feel of Rubyjuice just right. “Around here, instead of saying ‘let’s get a smoothie’ people will say ‘let’s get a Rubyjuice.’ That’s the sign of a successful brand.”

Groot also insists on the quality of his product. Rubyjuice serves California-style smoothies, using a healthier base of low-fat yogurt or sherbet, not the “sugar-added glop” used by others.

The Rubyjuice menu shows variety and creativity, with nine kinds of juices and 30 kinds of smoothies sporting names like “Mocha Motion” “Peachy Keen” and “Polar Pineapple.”

“Total Immunity” is what the menu calls a functional smoothie—one that includes a “booster” or nutritional supplement (in this case, “immunity blend” and “multi-vitamin”). Rubyjuice offers eight such boosters, such as “energy blend” and “metabolizer blend.” A health booster can be added to any smoothie at no cost.

Those interested in a real California experience can try an ounce of wheatgrass juice, which has “the nutritional value of 2.5 pounds of green leafy vegetables,” according to the promotional material. Rubyjuice grows its wheatgrass under grow lights in the store’s prep area.

Great branding, high-quality product and a well-trained staff—this combination is most of what a great franchise needs, according to Groot. The final piece of the puzzle is finely tuned systems.

Groot learned the value of systems when he worked in the materials group at Prince Corporation for eight years before quitting to start JP’s.

“With the franchise, you’re buying our systems. Great systems make it possible for others to create a place that’s as clean, energetic and fun as ours,” Groot explained.

Until a month ago, when a couple in Sanford, Florida, signed on, Groot’s biggest challenge was signing that first franchise.

“There’s no example, nobody I could point to, to show success. The FTC (Federal Trade Commission) doesn’t allow me to discuss financial performance,” Groot said. “Now that we have our first franchise, I can direct others to the Florida store.”

Rubyjuice’s marketing literature, developed by its marketing director, Tim LaBreche, sums up its franchise concept: “Our success centers on your success!” It further promises, “We are not out to make money off the backs of the franchisee. We have set up our system to give the franchisee the absolute best chance for success.”

LaBreche is also responsible for Rubyjuice’s fun and informative website (www.rubyjuice.com), where interested parties can learn more about the company and franchise opportunities. Instead of photos and biographical blurbs, the website uses caricatures and short videos of Groot and his top management.

Those who want more information are sent a promotional CD with video, files with FAQs and a franchise application.

For Groot, service extends beyond customers and staff to the community. As a result, Rubyjuice supports many community events, such as Holland Community Hospital’s ‘Project Lift: Best Choices,’ a nutrition education program.

When smaller organizations ask for support, Rubyjuice gives free product, coupons, certificates or labor. Groot describes this involvement as “a win-win situation.”

He has also served for eight years, and as chair for one year, on the board of the Principal Shopping District (PSD), formerly Downtown Holland, Inc. and the Shops of Downtown Holland. PSD is a marketing organization for the city’s business district.

Groot’s plans for the future are simple—to grow the franchise, at whatever pace seems appropriate at the time. He doesn’t like to set specific number goals for the future.

“I’m always asked how many franchises I expect to have out there next year or in five years. I’d like to see our first franchise be successful, then another one. Beyond that, I don’t know. And that’s okay.”

Groot’s intriguing style is a combination of aggressive East-coast-style promotion and a California-style attitude toward business practices and healthy foods. Wherever this combination comes from, it works for him—and for Rubyjuice.

This article was written by Michigan Retailer staff writer Amy Buttery.

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