Jamba Juice execs reveal why the chain is dropping the 'Juice' from its name
- Jamba Juice is changing its name to just "Jamba."
- The chain launched a new menu, logo, and website on Thursday, and it plans to remodel all of its more than 800 franchise locations within 18 months.
- It's all part of a brand relaunch that caters to current health food trends and will emphasize convenience, accessibility, and an expanded menu.
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Jamba Juice is dropping the "Juice." From now on, the chain will be known as just "Jamba."
The name change comes as part of a total brand overhaul that Jamba hopes will win back the loyalty of its fans. Jamba's new aesthetic, store design, and menu will emphasize convenience, accessibility, and on-trend menu items.
"The reality is that most of our guests call the brand 'Jamba' anyways. So it's kind of almost expected now by our guests," Jamba president Geoff Henry told Business Insider.
The brand is also transitioning away from its reputation as simply a juice and smoothie shop by adding new acai bowls to its revamped menu, which was rolled out on Thursday along with its new logo and refurbished website.
Jamba is modifying its juice and smoothie offerings to align with current health trends. While Jamba's classic smoothies will still be available, the brand's new menu will emphasize juices and smoothies formulated with plant-based milks and sweeteners over dairy products and sugar.
New ingredients will include spirulina, coconut milk, and pea protein. Additionally, Jamba's new store design will feature displays that explain the nutritional benefits of each ingredient to consumers.
In addition to a revamped menu, Jamba plans to remodel all of its franchises within 12 to 18 months. The stores' new design will feature self-ordering kiosks, grab-and-go coolers, and a faster point-of-sale system that Jamba hopes will speed up the customer experience.
Jamba's new mobile ordering app will be launched later this June, and the brand is also partnering with UberEats and Postmates to launch a new delivery platform that it hopes will increase accessibility for consumers.
Chief Marketing Officer Shivram Vaideeswaran told Business Insider that the brand's focus on fun and accessibility will set it apart from other juice brands and local shops.
"A lot of these other places are very serious and almost a little bit pretentious. You feel like, 'I need to know what I'm doing when I walk in, I better have my Lululemons on,'" he said.
He continued, "There are [juice stores] in LA we went to visit that sold $18 smoothies. And that isn't everyday accessibility. That's not what our guests are looking for. It's key for us to be able to provide everyday value and to have locations that are convenient and accessible to them."
Jamba's brand relaunch has been in the works since January, when Henry and Vaideeswaran joined the executive team soon after FOCUS Brands acquired Jamba Juice in September 2018. The decision to change the name was made during one of the new executive team's first meetings with the outgoing team, according to Vaideeswaran.
And despite an increasingly saturated juice market, Jamba remains optimistic about the growth this relaunch will bring for the brand.
There are currently around 800 Jamba franchises across the US. However, Henry said that could change.
"We think in the next three years we're going to have over 1,200 stores. Our guests will start to see that Jamba has a broader and more balanced menu," he said. "While there may be plenty of [juice stores] in the US, there's also plenty of room for more Jambas."