EDMONTON — Booster Juice will mark its 20th anniversary this month and is teaming up with one of its long-standing charities, the Juvenile Diabetes Research Foundation (JDRF), to give back as part of the celebration.
The Canadian-based chain will host a 20th-Anniversary Celebration at its stores November 13, during which customers can purchase one regular-size smoothie and receive a second one for just $0.99, with 100 per cent of the second smoothie’s proceeds going to JDRF.
Dale Wishewan, president and CEO of Booster Juice, opened the first location in Sherwood Park, Alta., just outside of Edmonton. The mechanical engineer launched the concept as a nutritious alternative to the standard burger-and-fry options offered at QSRs. Wishewan went on to grow the brand with 15 more stores in the first year, and a total of 50 in two years.
“I believed this concept was going to work and we’d open multiple stores, but I had no idea we’d grow to over 400 stores,” says Wishewan. “We’ve had to adapt quickly to change. We had to grow a strong team that could keep up with the rate we were expanding at.”
Looking ahead, the company has plans for upcoming reward opportunities, new menu offerings and more locations in new markets. “We’d like to grow to 550 locations within five years, while also launching in new markets like the U.S,” says Malcolm Wilson, Chief Operating Officer, Booster Juice. “Our goal is to solidify our position as one of the largest juice-and-smoothie chains in the world.”
