“You like it? It’s like crack, right?!”
As a former partner in Liquiteria and The Juice Shop, Brian Schoenberger knows a gulp-able juice when he tastes one. Now, he and business partner Eran Elhanani are bottling up a giant juicy batch with Wicked Juice and Kitchen.
In a cool new Tribeca space, which opened February 19, Schoenberger stands out in the cold-pressed crowd with offerings that “go beyond” traditional organic juices and smoothies.
“Everyone has ‘press’ or ‘pressed‘ in their names, but we’re much more than juice. We’re an entire kitchen,” Schoenberger says. “I’ve spent a lot of time in Massachusetts, where everything is ‘wicked this’ and ‘wicked that.’ So I thought, ‘Yeah, let’s have some fun here—let’s call it Wicked.'”
In the spirit of being more than just a juice bar, Schoenberger has a board-certified holistic nutritionist on staff, and the team is equipped to create full meal plans for clients.
“We’re not just putting products on a shelf and telling the team to go sell them,” he says. “We’re here to educate the consumer.”
Wicked’s organic cold-pressed or fresh-squeezed juices are served both bottled and made-to-order in mixes like Prevent (red cabbage, pineapple, and lemon) and The Healer (apple, ginger, and lemon). And they are vying to be the early riser’s choice with smoothies like Energy Blast (yerba mate, mango, chia seeds, banana, spirulina, coconut oil, and orange juice) and the Wake Me Up (banana, vanilla, coconut meat, agave, cacao powder, espresso bean, and cold pressed coffee).
Plus Wicked offers a line of nut milks, “healing waters” (lavender-infused, for example), and addictive nibbles like vegan chocolate cake, lemon matcha truffles, and raw chocolate bark with goji berries.
“We wanted to develop creative, healthy food that not everyone else is doing,” Schoenberger says. “We have sesame crusted wild-caught salmon with a ponzu vinaigrette, and an awesome avocado quinoa salad. It’s not just your basic mesclun green salad. We’re taking it to another level.” (We would like to see just what makes it the uber version.) Wicked’s grab-and-go dishes are seasonal, and will change as often as daily, he adds.
The shop itself is a seamless addition to neighborhood’s SoulCycle-and-double-stroller-filled landscape with white subway tiles, corrugated steel, and earthy barn wood, at 1,400-square-feet. And though Wicked is an order-in-only shop now, delivery options are coming soon.
So with juice bars popping up on every corner, why now?
“The health and wellness market is constantly growing,” Schoenberger says. “People are more conscious than ever about what they’re eating. Look around—even McDonald’s and Wendy’s are changing their menus to conform.”
Ultimately, Schoenberger says, while customers will leave Wicked feeling happier and healthier, they’ll get an additional, supplement-free boost, too. “You can feel the passion here,” he says. “It’s about loving what you do, and we love what we do.”
Sounds wicked good.
Wicked Juice and Kitchen, 88 West Broadway, New York, NY, 10006, 212-227-5855, facebook.com/wickedjuiceandkitchen
For a very different take on the “not just another juice bar” concept, check out the beauty elixirs at Naturopathica’s new Vitality Bar.