Why convenient on-the-go food trends will drive Jamba’s growth in Australia
The US-based QSR juice chain has earmarked CBD locations for its expansion strategy.
With Australia’s ongoing urbanisation, Newford QSR Group Managing Director Danny Cheung said that demand for more convenient and on-the-go food trends will be how they will grow the US juice chain Jamba in Australia.
Jamba was previously known as Jamba Juice before it dropped 'juice' from its name when it began to expand its menu to smoothies, bowls, and sandwiches. The brand is known for its blended fruit and vegetable juices and first opened in 1990 in San Luis Obispo, California.
The brand has nearly 800 locations predominantly in the US as well as in the Philippines, Taiwan, South Korea and Thailand.
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Australia’s first-ever Jamba is set to open in Melbourne Central, in mid to late November 2023. Newford QSR Group is the operator behind Cinnabon in Queensland.
To effectively leverage this trend, Jamba is planning to conquer CBD and other regional CBD areas. In an interview with QSR Media, Danny shared more about what this means.
What opportunities do you see in Australia for Jamba? Could you give us an example?
We are so excited to bring Jamba to Australia for more Aussies to be able to find their new favourite healthy on-the-go spot! Jamba is committed to bringing real, high-quality ingredients and delicious choices, for its health-conscious, Aussies who are seeking a delightful, nourishing experience. The brand focuses on selling products with natural ingredients, no added sugars and preservatives. Australians, especially after the pandemic, are displaying a rising awareness of their health, leading to an increasing desire for wholesome and health-centric food and drink choices.
Why do you think this is the right time to enter the Australian market?
Based on comprehensive market research, we have been able to strategise bringing Jamba to the Australian market, whilst looking into addressing challenges and competition. With the uprise of health-conscious Aussies, we believe that this is the right time to enter the market. With ongoing urbanisation, the need for convenient, on-the-go food and beverages is growing. Jamba's fast-service approach can effectively leverage this trend, which is why we have chosen locations around the CBD or regional CBD areas.
Could you give us a brief introduction to the four smoothie categories you would be offering?
CLASSIC (Blended-to-order masterpieces with all of your favourites in the mix: flavourful fruit and clean ingredients, and healthier oat-based products), POWER (Go ahead, unleash the power of vitamin-packed smoothies), INDULGENT (a delicious and nutritious way for consumers to maintain healthy habits all year long, whilst still delighting in the indulgent flavours of the season), GREENS (Witness fruits and vegetables living in harmony, making beautiful music together). Customers will have the choice of either dairy or plant-based options as well.
What will make Jamba unique in Australia?
What will make Jamba unique in Australia is the well-established heritage of more than three decades, our celebrated smoothies have zero preservatives and added sugars. Through our partnerships with local Australian suppliers and regional farms, where we procure freshly squeezed juices, fruits, and vegetables, we not only support local communities but also uphold our time-honoured tradition of sourcing premium, locally derived ingredients. Health-conscious Aussies will again appreciate a delightful, nourishing experience that focuses on natural ingredients, with Jamba offering products also with no added sugars and preservatives.
What will be your expansion plans for the next five years?
Over the next five years, we have prioritised strategic growth in Queensland and Victoria during the initial two years, with a strong focus on sustainable expansion. We aim to reinforce our presence and customer base in these markets whilst upholding our renowned standards.
Looking ahead to mid to late 2025, we plan to extend our operations into New South Wales, covering both urban centres and regional cities. This expansion underscores our commitment to broadening our reach and sharing our health-conscious offerings with a wider audience.
To support this ambitious growth strategy, we recognise the vital importance of talent acquisition. Identifying and integrating the right individuals into our operational team is crucial. Our focus on talent acquisition aligns with our unwavering dedication to delivering a seamless and exceptional customer experience. We will be actively seeking professionals who share our commitment to quality, sustainability, and customer satisfaction, facilitating the realisation of our expansion goals whilst maintaining our esteemed standards.
What site locations would you be targeting? What will be the format of Jamba?
Jamba will be targeting, CBD, Regional CBD and major shopping centres. The store format will feature vibrant and engaging design elements, including colourful aesthetics, traditional Jamba murals, and location-specific artwork (e.g. Melbourne central artwork is very different compared to Sunshine Plaza).
How will you ensure the quality of consumer experience? Please share an example.
The American Focus Brands team will be coming to the first store opening in Melbourne for the dry-run and training period to ensure that all team members are set to the global standard of Jamba. Jamba Australia has also been working with the internal teams, as well as iD Collective (Australia) to ensure products are properly displayed and promoted across Australia.
What would you like Jamba to be known as in Australia?
We want Jamba to become a staple product, we have many exciting campaigns and partnerships lined up to turn a product that took America by storm into Australian households.