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 Rubyjuice
Fruit and Smoothies:
One Man’s Passion for Continuous Improvement
By Tracy Harmon
“It
was frustrating,” says Jack Groot, “to have a desire
for more but to feel so limited.”
It was
the early 90’s, the job was Material Handler in Shipping
and Receiving, and the company was Prince Corporation in Holland,
Michigan. A good job in a great company—with nowhere
to go. Jack’s building frustration came to a head. “It
was unfulfilling for someone who wanted more. I could do my
job with my eyes closed. I felt like I could do so much more.”
Jack’s
father, an independent residential builder, had long told
Jack, “You will never be satisfied unless you own your
own business.” He saw himself in his son, and his words
planted the seed that sprouted years later. In 1993, Jack
left Prince Corporation to open JP’s Coffee and Espresso
Bar in Holland, Michigan. JP’s quickly became the “Cheers”
of Holland, and established itself as a provider of quality
goods and services.
 A
passion for quality and continuous improvement drove Jack
to seek out the necessary systems that have made JP’s
a place customers return to again and again. His current operations
manager has been at JP’s since 1995 and many staff members
have worked there for four years or more. Except for seasonal
college-student help, turnover is low, a surprising thing
for the food service industry. Jack made JP’s a place
where employees, as well as customers, want to stay.
Jack’s
education and job experience in Food Service enabled him to
create JP’s entirely from scratch. “We remodeled
a sporting goods store and did it all ourselves. I did all
the jobs necessary. From tearing out carpet to building a
kitchen, from designing a floor plan to creating a menu. Cash
was tight and bootstrapping never had a better role model.”
“I
had no money, no real management experience, and not many
who believed in me. Most thought I was crazy to throw away
eight years and a pension with a solid company.” These
things were not enough to stop Jack from the first store,
and they were not enough to keep him from his second recently
created concept: on May 4, 2000, Jack opened Rubyjuice Fruit
and Smoothies.
Jack had known there was a market for quality smoothies and
juices, but his always-crowded coffee shop did not allow him
the space needed. When JP’s neighbor, the owner of a
retail shop, told Jack they were going out of business, and
that 2000 square feet would be available, he was faced with
a challenge. JP’s had just gone through an extensive
remodeling project, one that had shut down the store for nine
days. Was this the time to open a smoothie bar?
“We
had just invested a lot of money in JP’s. We had hired
a consultant to help us become more efficient, which in turn
led to a sizable remodeling job.” Though the timing seemed
inconvenient, Jack knew the potential of a smoothie store.
He launched into a study of the smoothie market and trends,
and what he learned cinched the deal; he would strike hard
and fast.
The decision to open a smoothie bar was followed by one of
the most important things Jack had learned over the years
with his success at JP’s: that success ultimately lies
in the combined efforts of many people whose combined skills
are often much greater. “I knew that to bring this project
to completion in a timely manner, and to ensure solid success
in the years to come, I would need lots of help.”
Jack hired
a smoothie consultant, a design and layout firm, an interior
designer, and an award-winning design agency to help develop
a name and logo that would connect with customers. Jack and
his wife Tracy worked with the agency on the name. Once the
name was chosen, the logo followed soon after.
Rubyjuice
was created with a vision of excellence, because trends will
come and go, but excellence means permanence. From logo to
layout, the professional creation of Rubyjuice was done with
growth in mind.
 “I
always felt, from the moment we opened the doors, that Rubyjuice
was destined for more. It has the look and feel of staying
power.” This is reflected in the oft-heard comment at
the Holland, MI, Rubyjuice store: “Is this a franchise?”
Well now
it is. All the work, all the care that has gone into creating
one niche-defining store is now available to the promising
entrepreneur.
“We
have a unique, quality concept in a growth industry with an
upfront investment that makes sense. Our goal is to help franchisees
be successful, and to that goal we have structured our concept
like no other franchise,” says Jack. “The juice
and smoothie bar sector is growing at an annual rate of 30%,
while the fast food sector is growing at a rate of 3%. It’s
all in the numbers; demand equals opportunity”.
Keeping the total investment in an affordable range for the
franchisee, giving unprecedented territorial protection, and
using all the tools available for support will make Rubyjuice
a place that has both staying power and the capacity for growth.
“Our
concept is geared to the active lifestyles of the public.
Smoothies and fresh-squeezed juices are healthy and nutritious
options for those on the run.” Combine that with a variety
of quick and easy meal and snack options and it’s an
unbeatable combination.
 Today’s
public is demanding alternatives to typical “fast food”
fare, often perceived as unhealthy. Rubyjuice has a product
right in tune with the demand for healthy fast food alternatives.
With a solid concept, outstanding product, and a dynamic delivery,
Rubyjuice has arrived.
“This
must be a win-win situation. Both the franchisor and the franchisee
must be successful and profitable, and we are committed to
helping others own their own business and be successful at
it.” This is expressed in the Rubyjuice motto; “Our
success centers on your success”.
Jack’s
track record of success, his passion for systems, and his
demand for quality in execution, are elements that set the
stage for future franchise success. Rubyjuice Fruit and Smoothies
now joins the 30% growth sector of the food service industry,
and offers to the entrepreneur solid opportunity in sync with
public demand.
Click
here for a list of locations
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