Fox Restaurant Concepts has expanded its presence in the thriving health-conscious restaurant market with the opening of Juby True, which stands for “Juice by True,” a juice bar poised to become a multi-unit concept by the end of 2014.
FRC, which has 40 restaurants under 13 brands in six states, opened Juby True in October as an extension to the restaurant group’s Scottsdale, Ariz. location of True Food Kitchen. The globally influenced restaurant debuted in Phoenix in 2008 and was developed in partnership with world-renowned leader in integrative medicine and best-selling author, Dr. Andrew Weil. It has since expanded into California, Colorado and Texas and has plans to open locations in Georgia, Virginia and Massachusetts. New units of Juby True will be both stand alone locations and extensions of True Food Kitchen locations.
The launch of the walk-up juice bar is in response to the increasing demand for more healthful food options, said Sam Fox, CEO and founder of Fox Restaurant Concepts, based in Phoenix.
“When we first opened True Food Kitchen, we recognized the need for restaurants that offer nutritious food that also tastes good,” Fox said. “We instilled the same philosophy in Juby True, but this time in a portable, convenient cup.”
National Restaurant Association studies confirm the increasing interest in health and nutrition among today’s restaurant guests. In fact, 71 percent of adults said they are trying to eat healthier at restaurants than they did two years ago.
Juby True serves cold-pressed juices for $9, made in house and bottled for on-the-go convenience. The menu also features protein blends and smoothies for $8, water-based “hydrators” for $7, “juice boosts” for $4, coffees and teas ranging from $2-$6, and a variety of gluten-free, vegan and paleo-friendly snacks priced between $3 and $4. Additionally Juby True offers one- and two-day cleanse packages for $50 and $99, respectively.
Fruits and vegetables are sourced from local and regional organic farms in relation to “The Dirty Dozen” list. The foundation of Juby True was built with strong influences from True Food Kitchen’s anti-inflammatory philosophy.