Equinox announced this week that it will be partnering with restauranteur Danny Meyer to open new juice-and-food cafes in select New York locations.
The new Union Square Hospitality Group-Equinox cafes will go by the name Creative Juice, and will open at the gym’s Upper West Side location in late December and at the Broadway and 50th Street location soon after. (Juice Generation cafes will remain in place at the Soho Equinox and other clubs.)
The Creative Juice menu will feature “chef-inspired selection of delicious, nutritional and functional premium cold-pressed juices, as well as on-the-go culinary offerings,” according to a press release.
And while Meyer’s forte is farm-to-table spots like Union Square Cafe and Gramercy Tavern, Equinox clearly didn’t tap him for his green juice finesse. What probably had more to do with it? Meyer’s genius brand of “hospitality” that creates one wildly successful restaurant concept after another.
We can’t wait to see what he does with a protein shake.