Justin Nedelman, the recently hired chief executive officer of Pressed Juicery, is approaching his latest position with a hospitality-centric mindset.

With prior experience because the chief real estate officer at FAT Brands Inc., a restaurant franchising company, and cofounder of Eureka! Restaurant Group, a series restaurant corporation, that considering includes stocking its products in elevated coffee shops and grab-and-go restaurants and hotels, in addition to the guest’s experience in its stand-alone locations. 

Currently, Pressed, which was founded in 2010, operates 112 storefronts nationwide, selling products starting from juices and smoothies to shots and plant-based soft serves. The brand can also be available at greater than 3,000 retail locations, including Whole Foods and Sprouts, and is anticipated to grow its wholesale business with Nedelman’s leadership.  

Below, he discusses his vision for Pressed. 

What’s your vision for Pressed over the subsequent five years? 

Justin Nedelman: The brand is powerful because it sits so I believe the query for us is first, “how will we reimagine the 100-plus locations we’ve got to do even greater than just juice, almost like an accessible wellness emporium that focuses on drinking your vitamins?”

First we’ve got to reimagine the box by way of different parts. How will we engage with the guests morning, mid-afternoon, afternoon and evening as a part of their routine. It’s our product offerings and ensuring that we’ve got something that the guest goes to crave from the moment they begin their morning to again at the top of the day. Right away, we’ve got a few of that with our juices. We’ve got some smoothies. We’ve got some nut milk. We’ve got acai bowls, but there’s a whole lot of real estate in our 4 partitions that we are able to activate. We now have to check that and as that gets confirmed, then we are able to expand our retail storefront. There’s the restaurant/retailer play where our products might be sold in elevated coffee shops and grab-and-go restaurants and hotels where persons are searching for prime quality quickly. Perhaps we do a minimal assortment of our greatest hits at the remainder of the retail level.

What’s the importance of expanding further into grab-and-go stores and other retailers? 

JN: Because we’re fully integrated and manufacture ourselves — we actually cold-press the juice — because we try this and since it’s cold and it’s kept cold the entire chain, we are able to just about hit almost every state, 48 states, pretty effectively. There’s a whole lot of opportunity to get our product in grab-and-go where the guest knows the brand but perhaps doesn’t have access to a store.

What portion of the business do you foresee this accounting for? 

JN: The white space for hotel and restaurant, grab-and-go and in grocery is far larger than our storefront by way of having the ability to expand so at a certain point, there’s a likelihood that that aspect of the business will probably be larger than our stores. Our stores are still very vital and won’t ever go away. We are going to expand those at the proper time. Those will just be deep brand representations and reinforce the complete offering. That business [wholesale] might be potentially much larger and faster just due to the tremendous amount of outlets that you would be able to sell product. 

How are you desirous about product expansion? 

JN: There’s the element of other elements of wellness beyond juice, whether that’s supplements or actually food that you simply eat to nootropics. There’s all these elements of wellness that we’re going to begin twiddling with. There are some fun, relevant and unique things within the fitness space that will probably be hitting this summer.

What’s the long run of Pressed Juicery’s retail footprint? 

JN: Our retail footprint immediately is being fully evaluated by way of how large the units ought to be and where they ought to be situated. It’s too early to inform, to offer a number there because we’re going to reimagine what we’re selling there and we want to find out what the sales lift and the return on investment is. We actually don’t have that many locations relative to the potential but we’ve got a reasonably deep portfolio and usually high foot traffic, upscale retail trade areas which might be really exciting and we’re adjoining to the proper retailers. 

How are you using your hospitality background to expand Pressed? 

JN: Vibe and the way a spot makes you are feeling is basically vital to me. Whenever you enter retail, we’re really lucky to have all these locations and there’s an enormous amount of commitment that the guest gives us once they park their automotive and commit to coming into our location, undergo the technique of buying as opposed to simply buying it online. There’s an enormous responsibility when a guest goes to be willing to try this. We now have to deliver on greater than just the product, so the smell, the sound, how we make people feel, the offering, making it efficient. Each piece of real estate in a box that you simply control as a retailer must either reinforce the brand, attempt to introduce you to something, perhaps it just augments and supports what you’re already doing by way of information, but there’s an enormous gap in how we tell the story.

Because the wellness industry continues to grow and competitors come to market, how are you desirous about differentiating Pressed? 

JN: We’re still a comparatively approachable price point comparing to essentially the most area of interest operators within the wellness and pressed juice and smoothie world, but we’re also at a better price point to mainstream brands. We’re this type of middle price point and we’re a healthy indulgence for some and an inexpensive indulgence for others. For us, differentiating means, we’ve got to simplify it for the guests, declutter it, demystify it and curate it so that you would be able to trust us.