Brian Schoenberger ran the East Village institution with founder Doug Green for several years, and you can feel the older brand’s influence in the new concept’s design and branding. “He [Doug Green] really taught me everything about juicing, and then I just became insanely vigilant about it,” Schoenberger says.
With the help of several partners, including restaurant investment group Hexagon Hospitality, he decided to start his own show, and one of his main goals with The Juice Shop is to provide cold-pressed nutrition that doesn’t break the bank. “I wanted to be able to create an affordable juice,” he says. “Everybody’s charging a fortune.”
He says the most expensive bottled juice will be $8, and many are $6 or $7 (for 16 ounces), a price that’s a few dollars less than most competitors. One compromise, though, will be produce that’s not guaranteed organic. (He says The Juice Shop will be “as organic as we can be.”)
Despite the snug nature of the shop, The Juice Shop’s menu is pretty expansive, with 12 smoothies (that will be expanded to 25) and “over 50” juices, infused waters, and nut milks, from the super-green Heavy Hitter to fruity Bounce Back and turmeric-infused Think Tank.
The food menu was created in collaboration with raw food chefs Doris Choi and Natalia Rose, authors of The Fresh Energy Cookbook. An all-raw, vegan grab-and-go section stocks kale salads, raw zucchini noodles with pesto, collard wraps, sides like beets with edamame and raw tuna salad, and raw puddings, while the counter serves hot oatmeal combos for breakfast and kale-quinoa bowls for lunch and dinner, with salmon and chicken on the menu.
Although the doors are just opening today, Schoenberger is already eyeing additional locations in New York, Miami, Boston, and other locales. And while he won’t confirm any specific openings, he says you’ll “without a doubt” see the brand expand before the end of the year. —Lisa Elaine Held
The Juice Shop, 688 Sixth Ave., between 21st and 22nd Sts., Flatiron, www.thejuiceshopny.com