For our Top CEOs in Franchising feature in the November/December issue, we identified notable leaders who are guiding their brands through periods of growth, change and, of course, challenges.
Juice It Up CEO Susan Taylor took the reins in 2020 with plans to revamp the brand, support its franchisees and grow multiple sales channels, including digital ordering.
As a franchisor, Juice It Up’s customers are the franchisees, and they should be treated as such, CEO Susan Taylor said. “They’ve invested their money with us to be able to have a business,” Taylor said. “We need to make sure that we are listening and helping them.”
Taylor, at the helm of the juice and smoothie franchise since 2020, is a firm believer in what she calls “servant leadership.” The corporate staff is there to support and help franchisees, who in turn are creating successful businesses. “If they’re not successful, we’re not successful,” she said.
“They didn’t buy a business to buy a boss. They bought it to have a partner and a system that’s going to help them be successful,” Taylor continued. “So that’s really our focus.”
Last year, Juice It Up’s did systemwide sales of $45 million from 88 stores. The franchise sells smoothies, fresh-pressed juices, acai bowls, wellness shots and some snack items. Guests can create their own concoctions or order from the menu. There’s the Energizer juice, with pineapple, cucumber, red grapes, apples, ginger and spinach. Or customers could opt for a sweeter drink, such as the Lucky Lemon Punch smoothie, with pineapple sherbet, lemonade and strawberries.
Taylor started her Juice It Up career as vice president of franchise operations before the company promoted her to president and CEO in July 2020. That unprecedented year was a complicated time to take over leadership of a company, but Taylor said Juice It Up went into it with plans to grow multiple sales channels, such as digital ordering. She was up to the challenge, and felt comfortable assuming the head role.
“If you can live through the first six weeks of the pandemic, everything else you can navigate through, too,” she said.
Related: Juice It Up Grows in California After Brand Refresh
Shortly after Taylor’s CEO appointment, Juice It Up underwent a brand refresh to modernize its look and expand outside of Southern California, where most of its units are concentrated. That included an emphasis on its loyalty program to drive digital sales and grow third-party delivery.
“We changed nothing in the products. It was more on the look and the feel when you came in and how that resonates with the younger generation,” she said. “We’re trying to keep the brand relevant as we move forward over the next 20, 30 years, but without losing the core of who we are.”
Taylor’s restaurant industry career spans three decades, with positions at Jamba, Baja Fresh and Sharkys Woodfired Mexican Grill. Her career brought lessons learned along the way, such as the importance of listening more than talking, keeping franchisees motivated and making decisions. “You have to be able to make decisions and move forward,” Taylor said. “Sometimes the decision you make may not be the right one, but the only time that you learn or you grow is from some of the mistakes,” she said.
She’s received a few accolades over years (she was a finalist for a Los Angeles Times inspiration woman award), but she remains humble about her success.
“I’m lucky to stand up there and get recognized, but there are a lot of people that are on my teams and that I’ve worked with in the past that have helped me be successful,” Taylor said. She’s learned from her colleagues and franchisees, while teaching them how to grow successfully. “The only way you’re going to be successful is if you work with folks that are aligned with your values and understand what’s most important.”
She’s proud of the ripple effect that creates. “When I look back at my career, it’s the folks that I’ve worked with, that I’ve been able to influence, or that have influenced me, and in turn, they’ve been able to influence others,” Taylor said.
In 2018, SJB Brands—a partnership among Britt Private Capital, Jupiter Holdings and Dover Shores Capital—bought Juice It Up. At the time, the brand had 88 units, but over the years a handful of stores closed. In 2022, franchisees added another five stores and in 2023, another four. As of early October, there are more than 90 Juice It Up stores in operation. Roughly three quarters of Juice It Up’s growth comes from existing franchisees, Taylor said.
The initial investment required to open a Juice It Up franchise ranges from $247,100 to $542,000 for stores with a drive-thru. Among 77 stores listed in the franchise disclosure document, average unit volume was $543,327, with an overall range of $266,593 to $1.13 million.
“Seeing people become very confident, very excited about the direction that their business has taken, and watching the growth in sales with that, that gives me a huge amount of satisfaction,” Taylor said. “Building a sustainable business for the future, for our franchisees … I take a lot of pride in what we’ve done with that.”