A brand new juice bar concept just debuted in New York, and it’s got big, juicy plans that go way beyond its first storefront.
Pure Green opened on October 20 on 33rd Street and Park Avenue, but several other locations are already in the works, says COO Ross Franklin, who previously led expansion efforts at Liquiteria. “We hope to have eight to ten locations this year,” he says.
The shop’s menu includes smoothies, cold-pressed, bottled juices, acai bowls, and shots like Immunity Boost (raw ginger) and Aloe Skin Glow. Juices come in four green varieties (all of which include rarely-juiced zucchini!), and sweeter blends like Rockin Beet (beet, carrot, apple, lemon, ginger) and Soul Kick (apple, pineapple, lemon, ginger).
“What we’re very focused on is the quality of ingredients,” Franklin says, like high-quality raw cacao from Ecuador or what he says is the best, organic spirulina, in a “deeper shade of green than you’ve ever seen.” Still, the juices are not all organic (he says “most” are, and that all are non-GMO). This may be one reason they’re also slightly cheaper than competitors, at $7.75 for a 16-ounce bottle.
A major factor that sets Pure Green apart from other juice bars is that it’s being developed along with a sister company, Open Kitchen, a fast-casual lunch spot that right now feels like an upscale deli, but that Franklin says will continue to become a healthier eatery. (On 33rd Street, the two spots are connected via an inside door.)
“The concept is evolving—we’re focusing more on health and wellness and integrity of the ingredients, more gluten-free, and more organic ingredients,” he says.
It will come to full fruition when the company finishes building out the old Barnes and Noble space on Fifth Avenue between 17th and 18th Streets. Set to open in early 2015, it’ll house two Pure Green locations (one on West 17th and one on West 18th) and a massive, healthy food hall. And it certainly won’t hurt that it will be just steps away from a slew of popular fitness studios. —Lisa Elaine Held
For more information, visit www.thepuregreen.com