Smoovie Smoothies

Smoovie Smoothies: Business Plan Overview

Emma Smoot

San Francisco State University

NUTR 353GWR

11/17/2021

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Name: Smoovie Smoothies

Mission Statement: To nourish bodies and souls, one smoothie at a time.

Company Description:

This business, Smoovie, primarily focuses on healthy delicious nutrition. So many smoothie

companies and food establishments feature smoothies on the menu but use ingredients that are

less than ideal nutritionally. Despite the connotation of health that smoothies evoke, these items

generally have lots of added sugars and processed ingredients. Smoovie Smoothies will focus on

using locally sourced, whole ingredients rather than pre mixed and overly processed ingredients.

This will involve having a close working understanding of expiration dates, and proper food

handling since we will be working with more delicate ingredients for the sake of having better

quality product.

Potential customers could be people of all ages and backgrounds who want to enjoy a tasty,

nutritious treat but do not want the same additive filled smoothies that other establishments have

to offer. We will primarily however, be focusing on young professional Millennials. The main

draw of this company is our focus on healthy and nutritious smoothie options. The focus on

whole ingredients ensures that the potential customers value our honesty about our ingredients,

and value the nutritional product that we provide.

Smoovie Smoothie company would have a brick and mortar storefront located in an area

dominated by young professionals, ideally somewhere like near the Facebook, Google, Amazon,

Microsoft, CZI, etc. campuses. Since the good provided is a tangible, edible treat we would need

an actual storefront to prepare and distribute the product. We would have a website in order to

have our menu, hours, and policies be advertised as well as draw people in and have our

company stand out. The target crowd would be young professionals, they have disposable

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incomes to spend on smoothies, and are at the age to care more about what ingredients they’re

putting in their bodies. According to an article in the Washington Post, Millennials want the truth

about what food manufacturers are producing (Rosenbloom, 2018). They value honesty and

transparency with nutrition and I feel our company and values targets those values. Ideally, I

think the best location would be between a large tech campus and Caltrain. This way, it is

targeting the young professionals wither on their way to or from work. On campus there tends to

be free products, especially in the tech world. By placing our establishment between the campus

and transportation, we can market towards before and after work cravings.

One may wonder what separates our company from our competition. At Smoovie, we have a

heavy focus on real ingredients compared to restaurants that use pre-mixed frozen smoothie

bases. Those are full of additives and processed sugars. We pride ourselves on taking more of a

holistic health focus, and sourcing real ingredients. Beyond that, we wanted to make sure to

focus on supporting local farmers. While this idea may be more difficult long term if we were to

expand we believe it is worth the extra work for a multitude of reasons. First off, according to

Grubinger (2010), some of the reasons to support local farmers are that fresh local produce looks

better, tastes better, and is better for the consumer nutritionally. Not only do fresh fruits and

vegetables have more nutritional value, they taste better as well! We also believe in supporting

local families and local jobs, which buying local does. Corporate franchise competition such as

Jamba Juice or Sidewalk Juice does not have the same local, whole ingredient approach as

Smoovie Smoothies, which will set us apart. In fact, According to an article in the Center for

Science in the Public Interest (Cronin & Duong, 2018), Jamba Juice was sued in a class action

lawsuit for their deceptive advertising of “whole ingredients” when in fact they were using cheap

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concentrated juices. Smoovie Smoothies will make a point of regularly updating and posting

about our ingredients used and where they are sourced from.

Products and Services:

What potential problem do our customers have? Easy. Picture this. Tuesday morning, a

young tech professional is heading to work. He was up late last night catching up on a bigger

project, his team is struggling to make deadlines, they worry they are not reaching the targets and

outcomes they are projected to meet. Since he was up late, he snoozed his alarm twice, rushed

through getting ready, and caught the later train to work. It is a relatively short walk between the

train station and campus, and by the time he is getting off he has realized he is hungry. He does

not want a huge breakfast that will sit heavy in his stomach, he is nervous about these meetings

today and does not want his productivity to slow. According to Friedman (2014), there is a

documented link between our productivity and how we fuel our bodies. Enter Smoovie

Smoothies, a known nutritious, whole ingredient smoothie shop. This young techie knows from

our marketing these smoothies will not have a ton of additives, the ingredients listed are the

ingredients used. He can enjoy a delicious, locally sourced, quick breakfast that boosts him up

and prepares him for the workday ahead.

We provide quick and easy, nutritious, whole ingredient smoothies for type of on the go

young professional described above, but that is not the only potential customer who would enjoy

our smoothies. Another potential customer is the post work young professional. Maybe they have

dinner plans but want to have something on their way home that isn’t going to ruin their appetite.

Smoothies are chock full of good-for-your-body ingredients such as antioxidants and fiber, and

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appeal to both the health conscious crowd, and the crowd just looking for a tasty treat. Anyone

can enjoy a smoothie, and we want to nourish souls with our smoothies.

Classification & Type of Foodservice:

Smoovie Smoothies is classified as a self-operated conventional foodservice. The

ingredients we will be using are purchased almost all in in their whole form (unprepared) and

prepared on site on demand, meaning the ingredients will not be prepared ahead of time or

brought in previously frozen. One of our biggest marketing aspects is that we use fresh whole

ingredients, using pre-prepared frozen ingredients takes away from that. Hence, this business is

considered a conventional style foodservice system. Furthermore, we are classified as self-

operated because we are not contracted to work for any larger organization.

This classification relates to our mission statement because we can focus on providing the

best product to each individual customer. Instead of relying on premade mixes and pre prepared

then frozen products, we take the time to prepare each smoothie for each customer. While this

does require more time and effort, it will pay off in the long run by gaining the appreciation of

our customer base, which fosters the potential to expand our base. Smoovie’s mission is to

nourish bodies and souls through our smoothies, and we will do so by really controlling the

preparation and production of our smoothies on-site.

One Day Sample Menu:

Our Menu generally from day to day will look the same. There will be a variety of

smoothies as well as a build your own option. You can substitute non-dairy options in of course

for no charge, or add in extra ingredients such as chia seeds or protein powder at charge.

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Table 1
Sample Smoovie Menu
The Classic- Banana, strawberry, honey, plain yogurt, milk………… 8
Simple Starts- Mango, banana, spinach, honey chia seeds, orange juice…. 9
Very Berry- Blueberry, raspberry, strawberry, plain yogurt, orange juice…8
Coconutty- Banana, Coconut water, peanut butter, chia seeds, plain yogurt…10
Tropic Treat- Pineapple, mango, banana, orange juice……8
Mega Macro- Banana, blueberry, peanut butter, plain yogurt, water…. 9
Green Goddess- Green apple, banana, spinach, kale, lemon, chia seeds, orange
juice…..8
Full Body Flush- Banana, cucumber, spinach, honey, ginger, cayenne, lemon, water…. 8
Choose Your Own Adventure- choose up to three fruits or veggies, any add ins, and
base….. 8

Table 2
Choose Your Own Smoovie Ingredients
Base Fruits Veggies Add Ins
Water Banana Spinach Peanut Butter….. +.50
Coconut Water Strawberry Kale Chia Seeds….. +.50
Orange Juice Raspberry Cucumber Protein Powder…. +.50
Oatmilk Blueberry Honey
Milk Mango Greek Yogurt
Pineapple Non Dairy Yogurt

For Staffing:

Generally, our busiest times will most likely be in the mornings and afternoons, the

before and after work shuffle. During the week, the hours will have us open at 7am and close at

7pm. The weekend hours will be 8am- 8pm At least one manager should always be working,

with 1-4 employees depending on demand. Since we open at 7, the first managing shift will be

from 5:30am-1pm. The second managing shift is from 12:30pm-8pm. A potential staffing

schedule will be:

Table 3
Tentative Staffing Schedule

Week:
Openers: 5:30am-11am
Swing shift 1: 7am- 1:30pm
Swing shift 2: 11am- 4pm

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Closers: 1:30pm-close (generally around 7:30pm including side work and closing the
shop down).

Weekend:
Openers: 6:30am-12pm
Swing shift 1: 8am-2pm
Swing shift 2: 12pm-6pm
Closers: 2pm-close

While it will take the general manager figuring out the busiest times and scheduling

accordingly, our guess is that during the week there will be one or two openers, one of each

swing shift, and one to two closers. The manager will also receive training to work the stations

so they may step in if someone calls out or in the case it unexpectedly gets busy and the

employees need additional assistance. The general work stations would be: cashier, smoothie

building, bussing. All workers will receive training on all stations, this training addresses the

potential problem of short staffing or call outs. If every employee has a working understanding

of every station, this allows for the juggling of stations in a staffing pinch while also fostering a

stronger sense of togetherness and cohesion within the work environment.

Market Analysis:

Target Population:

As stated before we will be focusing on attracting young professionals, specifically

millennials. According to Fry (2020), Millennials are the largest generation, and we currently

live in a time where there is a large focus on health and nutrition. According to a New York

University Dispatch article (Dispatch, 2019) we have way more health information at our hands.

We as a society have better understanding of knowledge about our health than ever before.

Overall however, Millennials are more likely to replace traditional meals with beverages like

smoothies which provide the nutrition of a meal while being fast, convenient and healthy.

Around 57% of consumers in the millennial age group (25-34 years old) showed engagement in

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a functional beverage study, and are the highest consumers of functional beverages (Millennials

& Functional Beverages , 2015). By focusing on young professional millennials in industries

such as tech, we know there are a lot of them, they most likely have an affinity towards

functional beverages such as smoothies, and they have a larger disposable income. Many

Millennials are holding off on having children, new births dropped 4% in 2020, and the birthrate

has been declining for years (Murillo, 2021). While this can be attributed to many things

including the cost of living, this also means that many childless millennials have a larger

disposable income. A larger disposable income means more money to spend on things like

smoothies.

Location:

For our location, we want to pick a place in the Bay Area near a tech campus and form of

transportation such as Caltrain, or near where the busses drop off. Microsoft and Google are

located near each other in Mountain View, CA. Facebook’s campus is located in Menlo Park,

CA. Apple has campuses in Cupertino and Sunnyvale, CA. Amazon has a large campus in Palo

Alto, CA. Any of these would be potentially good locations, we would have to narrow it down to

one of these to start before thinking of potentially expanding. The best guess would be Mountain

View, CA, or Palo Alto, CA. Both have very large tech campuses and wealthier demographics.

According to the Main Squeeze article “What’s a Good Location for a Smoothie Bar” (2019)

commuter hubs and office buildings are great locations for a smoothie shop. Our plan is to take

advantage of both of these, and find that sweet spot in between a tech campus and place of

commuting.

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Conclusion:

In conclusion, Smoovie primarily focuses on healthy delicious nutrition. We will provide

smoothies that are made with whole ingredients not prepackaged pre-prepared frozen

ingredients. As stated this will involve having a close working understanding of expiration dates,

and focusing heavily on proper food handling since we will be working with more delicate

ingredients for the sake of having better quality product. We wish to nourish the body and soul

with our smoothies and do so by leaving out unhealthy additives and over processed ingredients.

Fruits and veggies are incredibly nutritious, and we live in a more health conscious time than

ever. Why not help our potential customer base enjoy a tasty treat while trusting we are creating

a safe, whole, nutritious smoothie for maximum enjoyment?

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Works Cited

Cronin, J., & Duong, H. (2018, August 24). Retrieved from Center for Science in the Public
Interest: https://cspinet.org/news/jamba-juice-facing-lawsuit-over-deceptively-
marketed-%E2%80%9Cwhole-fruit-and-vegetable%E2%80%9D-smoothies
Dispatch. (2019, May 15). Why Modern Society Has Heightened Focus on Health and Fitness.
Retrieved from The NYU Dispatch: https://wp.nyu.edu/dispatch/2019/05/15/why-
modern-society-has-heightened-focus-on-health-and-fitness/
Friedman, R. (2014, October 17). What You Eat Affects Your Productivity. Retrieved from
Harvard Business Review: https://hbr.org/2014/10/what-you-eat-affects-your-
productivity
Fry, R. (2020, April 28). Millennials overtake Baby Boomers as America’s largest generation.
Retrieved from Pew Research Center:
https://www.pewresearch.org/fact-tank/2020/04/28/millennials-overtake-baby-
boomers-as-americas-largest-generation/
Grubinger, V. (2010, April). Retrieved from University of Vermont:
http://www.uvm.edu/vtvegandberry/factsheets/buylocal.html
Millennials & Functional Beverages . (2015, October 19). Retrieved from FONA International:
https://www.fona.com/millennials-functional-beverages/#:~:text=Millennials%20are
%20counting%20on%20functional,to%20satisfy%20hunger%20as%20well.
Murillo, A. L. (2021, June 16). Millennials Aren't Having Kids Because It's Too Expensive.
Retrieved from Money: https://money.com/child-care-costs-declining-birth-rate/
Rosenbloom, C. (2018). 9 ways millennials are changing the way we eat. Washington Post.
What's a Good Location for a Smoothie Bar? (2019, January 7). Retrieved from Main Squeeze
Juice Company: https://www.mainsqueezefranchise.com/whats-a-good-location-for-a-
smoothie-bar/

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