Roxberry Juice

Deciding whether to invest $229,000 to $488,000 in a health-focused beverage franchise requires more than enthusiasm about smoothies — it requires a granular, data-grounded analysis of brand history, unit economics, market positioning, and growth trajectory. Roxberry Juice franchise presents exactly that kind of decision: a 15-plus-year-old brand founded in Sandy, Utah, by an operator with deep roots in the national juice and restaurant industry, now carrying a unit count of 4 active franchised locations and a Franchise Performance Index score of 56, classified as Moderate by independent analysts. Brad Davis, Founder and CEO, launched Roxberry Juice Co. in 2008 with a background that includes executive partnership roles at Zuka Juice — later acquired by Jamba — Rumbi Island Grill, and Blendtec, plus over a decade as President of Abundant Brands, a Utah-based restaurant development company, a Development Agent role with Subway Sandwiches, and status as the largest franchise partner of Costa Vida Mexican Grill. That pedigree is not incidental: it means the person designing this franchise system has built, scaled, and exited multiple food-service concepts before, which materially changes the quality of the operational infrastructure a franchisee inherits. The brand positions itself around what it calls "emotional branding," a deliberate strategy to make customers leave every visit feeling content, happy, energized, and positive — language that maps directly onto the psychological triggers driving today's health-and-wellness consumer. With 24 locations reported as of April 2023 and 7 more in development, plus declared international expansion plans targeting South Korea, Asia, and the Middle East, Roxberry Juice occupies a niche between boutique cold-press juice bars and mass-market smoothie chains, with franchise opportunities currently concentrated in Arizona, Florida, Idaho, Nevada, and Utah. This analysis is produced independently by PeerSense and reflects no commercial relationship with Roxberry Juice Co. or its affiliates.

The broader health-and-wellness beverage category in which Roxberry Juice franchise operates is one of the most compelling secular growth stories in the entire limited-service restaurant space. The U.S. smoothie and juice bar industry generates approximately $3 billion in annual revenue and has expanded at a compound annual growth rate that outpaces conventional quick-service restaurants, driven by a consumer population that is increasingly scrutinizing ingredients, demanding transparency, and willing to pay a premium for products that support vitality and health. Fresh juice and smoothie concepts in particular benefit from two structural macro tailwinds simultaneously: the broader $4.5 trillion global wellness industry and the accelerating fast-casual trade-up trend, in which consumers shift spending away from traditional fast food toward food-service options they perceive as functional and nutritious. Roxberry Juice leans directly into these tailwinds by building its menu around made-to-order smoothies crafted with high-quality juices and fruits, traditional fresh-squeezed juices including orange and carrot, healthy açaí bowls, a juice cleanse program, and products explicitly free from syrups, artificial flavorings, colorings, sugars, and additives. The pandemic period served as a surprising accelerant for the category: Roxberry reported in June 2020 that systemwide same-store sales had increased approximately 35% over the prior year, a figure that stands as one of the most striking performance statistics in the brand's disclosed history, attributable to consumers' intensifying focus on immune health and nutritional intake during a public health crisis. The competitive landscape in the juice and smoothie segment remains relatively fragmented outside of a few national players, meaning that regionally focused, quality-differentiated brands with strong operational systems still have meaningful runway to capture local market share before consolidation eliminates independent competitive positioning. Health and wellness as a consumer category is described by Roxberry's own corporate communications as "poised for explosive growth in the coming decades," and demographic data on millennial and Gen Z spending patterns on functional food and beverages supports that assertion with consistency.

The Roxberry Juice franchise cost sits within a total estimated initial investment range of $229,000 to $389,000, with some sources citing a wider band of $216,200 to $488,000, and the spread within that range is driven by four primary variables: the square footage of the chosen location, the specific geographic market, the extent of site improvements required, and the volume of furniture, fixtures, and equipment needed to equip the store. The initial franchise fee is reported at $35,000 in more recent franchise opportunity summaries, a figure that grants the franchisee a license to operate a Roxberry store in an approved area along with rights to the trademarked name, logo, proprietary information, access to exclusive private-label products, tested recipes, signage, artwork, packaging, advertising materials, operating systems, and training programs — a comprehensive bundle of intellectual property and operational infrastructure. For context, an initial franchise fee of $35,000 sits in the mid-range for the juice and smoothie category, below premium national brands that command fees in the $45,000 to $55,000 range, and above entry-level concepts that offer fees below $20,000. The ongoing royalty fee is 6% of gross sales, a figure consistent with the QSR industry average, which typically clusters between 5% and 7% for established limited-service concepts. The marketing fee of 2% of sales is allocated to brand development materials including marketing posters, point-of-purchase materials, menus, banners, and printed take-out dinnerware, bringing the total ongoing fee obligation to 8% of gross sales before any local marketing expenditure. Minimum liquid capital required is $100,000, which is a relatively accessible threshold compared to many food-service franchises that require $150,000 to $250,000 in liquid assets, suggesting Roxberry is deliberately positioning the opportunity for a broad pool of qualified candidates rather than exclusively targeting high-net-worth investors. The franchise agreement term is 10 years with options for two additional five-year renewals, providing a total potential operating horizon of 20 years — a meaningful long-term commitment that should be weighed carefully against territory performance data. Roxberry Juice Co. holds SBA-approved status, which can meaningfully improve access to capital for qualified candidates by reducing lender risk and potentially lowering effective interest rates, and landlords in certain markets may provide improvement allowances that can absorb a substantial portion of the total buildout cost.

Daily operations at a Roxberry Juice franchise location are built around a made-to-order counter-service model in an approximately 1,200-square-foot footprint, with consideration given to spaces between 1,000 and 1,700 square feet depending on market conditions. The brand's preferred real estate profile calls for corner, end-cap, or in-line spaces in highly visible, easily accessible retail centers with strong co-tenancy and anchor businesses situated in major trade areas that meet specific demographic parameters — a site-selection discipline that reflects the founder's background in high-volume QSR real estate strategy. Beyond standard counter ordering, the brand supports drive-thru configurations and a state-of-the-art Roxberry App for online ordering, giving franchisees multiple revenue channels within a single-unit footprint. Preferred locations also ideally include a patio with 5 to 10 seats and space for Roxberry-branded umbrellas, adding an experiential dimension that aligns with the brand's emotional branding philosophy. Technology infrastructure includes the CRISP point-of-sale system and the JOLT operations management platform, both of which streamline labor scheduling, inventory tracking, and quality control. Training provided to incoming franchisees covers both in-store operations and back-of-house accounting through a full course structure, and each franchise partner is assigned a dedicated contact person for ongoing support via phone and email, with additional field coaching provided by the leadership team. Support also extends to site selection assistance, lease negotiation, store design, and construction oversight facilitated by Roxberry's experienced designers and architects, reducing the technical burden on franchisees who lack commercial real estate backgrounds. The brand's research and development function continuously refines existing recipes and develops new menu items, with the stated goal of staying ahead of competitive offerings in the fast-moving health beverage space, and the distribution system association provides franchisees with cost savings through consolidated purchasing. Some Roxberry locations also offer self-serve frozen yogurt and Roxi-Rolls, indicating modest menu extensibility that can serve as a traffic driver and incremental revenue layer.

Item 19 financial performance data is not disclosed in the current Franchise Disclosure Document, which is a material consideration for any prospective investor conducting rigorous due diligence. This places Roxberry in the roughly 34% of franchise systems that currently decline to make a Financial Performance Representation, foregoing the transparency that the majority of contemporary franchise brands now provide — approximately 66% of franchises disclose some form of Item 19 data in their FDDs. The absence of disclosed per-unit financials does not indicate poor performance, but it does require prospective franchisees to work harder to build their own unit economics model using alternative data sources. Roxberry Juice Co. does state publicly that its "top stores are breaking $1 million annually" in revenue, a figure that, when applied against the 8% combined royalty and marketing fee load, would generate approximately $80,000 in combined fees at peak performance — leaving $920,000 to cover labor, cost of goods, occupancy, and owner compensation. Revenue estimates from third-party intelligence sources diverge substantially: Kona Equity estimates annual company revenue at $4.1 million with 14 employees, while Owler estimates $46.9 million in annual revenue with 158 employees — a discrepancy of more than tenfold that likely reflects different methodologies and scopes of analysis rather than a reliable single figure. The FPI score of 56 — classified as Moderate by independent analysts — signals a brand that has demonstrated operational viability but has not yet achieved the scale and financial transparency benchmarks associated with higher-scoring franchise systems. For investors, the practical implication is that meaningful financial diligence will require direct conversations with existing franchisees, independent review of the full FDD with qualified franchise legal counsel, and construction of conservative pro forma models using industry benchmarks for juice bar concepts, which typically target gross margins of 60% to 70% on product before labor and occupancy.

Roxberry Juice's growth trajectory reflects a brand that has navigated significant macroeconomic disruption and emerged with meaningful momentum, though the unit count of 4 currently active franchised locations — down considerably from 24 reported in April 2023 — represents a contraction that demands investor attention and direct inquiry. The brand's earliest public records show 8 stores open in two states as of November 2011, and the company experienced a temporary hold on expansion plans during the 2009 recession before resuming growth. The 35% systemwide same-store sales increase reported in June 2020 over the prior year demonstrated that the brand's health-forward positioning creates genuine resilience during periods of consumer stress, functioning almost as a countercyclical advantage relative to indulgence-oriented food-service concepts. International ambitions are documented and specific: in January 2020 the company declared intentions to expand into South Korea, Asia, and the Middle East, and by April 2023 had confirmed a South Korea launch while actively seeking regional partners, facilitated through a formal partnership with Bridging Culture Worldwide, a Korea-facing consulting firm — an institutional approach to international expansion that suggests more organizational seriousness than simple aspirational press releases. Competitive differentiation within the domestic market rests on several pillars: the founder's multi-brand operating experience, the emotional branding architecture that creates customer connection beyond product attributes, the menu's clean-ingredient commitment with no artificial flavorings or colorings, the multi-channel ordering infrastructure including drive-thru and mobile app, and a vintage-modern store aesthetic that distinguishes the physical environment from commodity smoothie operations. The brand's stated positioning as one of the fastest-growing in the beverage industry should be evaluated against the current unit count with appropriate skepticism while acknowledging the documented same-store sales growth and international expansion commitments as genuine strategic signals.

The ideal Roxberry Juice franchise candidate is an owner-operator with prior management or multi-unit food-service experience, given the brand's current scale and the hands-on nature of a juice bar operation where product quality and customer experience are tightly dependent on direct oversight. The minimum liquid capital threshold of $100,000 and total investment range of $229,000 to $488,000 define the financial profile: a candidate who is capitalized enough to absorb pre-opening costs and the early operating period without liquidity stress, but who need not be a high-net-worth individual to qualify. Active franchise opportunities are concentrated in Arizona, Florida, Idaho, Nevada, and Utah, with 20% of Utah locations and 50% of Idaho locations classified as busy in available site-traffic data, suggesting that both established home-market Utah and the growing Idaho market offer viable operational environments. The brand targets high-visibility retail centers with strong co-tenancy — grocery-anchored strip centers, lifestyle centers, and mixed-use developments — meaning prospective franchisees should have a basic comfort level with retail real estate evaluation, though the corporate support infrastructure handles site selection, lease negotiation, and construction oversight directly. Multi-unit development is a plausible pathway given the brand's stated growth objectives in targeted Sun Belt and Western U.S. markets, though specific multi-unit agreement terms should be reviewed carefully within the FDD. The franchise agreement term of 10 years with two five-year renewal options provides operational stability, and the 1,200-square-foot ideal footprint keeps the real estate commitment manageable relative to full-service restaurant concepts requiring 2,500 to 4,000 square feet.

For investors evaluating the Roxberry Juice franchise opportunity with appropriate rigor, the investment thesis rests on several compounding factors: a founder with demonstrated multi-brand food-service expertise, a health-and-wellness category generating secular consumer demand growth, documented 35% same-store sales gains during a pandemic year, top-store revenue reaching $1 million annually, SBA-approved status lowering the capital access barrier, and a total investment range that, at $229,000 on the low end, represents a relatively accessible entry point for the limited-service restaurant category. The moderate FPI score of 56 and the absence of Item 19 financial performance disclosure are the two most significant analytical caution flags — not disqualifying, but requiring disciplined due diligence before capital commitment. The international expansion into South Korea and the declared pipeline of additional markets suggest corporate leadership is investing in long-term brand equity rather than extracting short-term franchise fee revenue, which is a constructive signal for the alignment of interests between franchisor and franchisee. PeerSense provides exclusive due diligence data including SBA lending history, FPI score breakdowns, location maps with Google ratings, FDD financial data, and side-by-side comparison tools that allow investors to benchmark Roxberry Juice against every comparable franchise in the health beverage and limited-service restaurant categories — capabilities that are essential for making a $229,000 to $488,000 investment decision with confidence rather than hope. Explore the complete Roxberry Juice franchise profile on PeerSense to access the full suite of independent franchise intelligence data.