In one corner of the quick-service segment, superfruit seems to be defying trends.
That’s according to Playa Bowls, a nearly 350-unit acai and smoothie chain that is accelerating growth. The New Jersey-based Playa was acquired last year by private-equity firm Sycamore Partners.
The new owners in January quietly recruited John Cappasola to helm the chain as CEO. Cappasola has served previously as CEO of Nothing Bundt Cakes, and, before that, Del Taco.
And Cappasola this year has overhauled the management team, bringing in Julie Klinger as chief operating officer. Klinger had worked with Cappasola at Nothing Bundt Cakes, where she was also COO.
Tony Reaman was named chief financial officer. He served previously as CFO of Luna Grill. And Christine Johnson, previously chief legal officer of Le Duff America, is the new general counsel for Playa.
Now those new hires are integrated, and the chain is ready to build on what Cappasola said was growing momentum. The mostly franchised chain expects to add about 90 units this year, moving into 12 new markets.
And the East Coast-founded concept has opened up territories in the Western U.S. for the first time, hoping to become the “superfruit category leader in North America,” Cappasola said. “We’re looking to have a coast-to-coast footprint.”
Based in Belmar, N.J., Playa Bowls was founded in 2014 by Robert Giuliani and Abby Taylor, long time surfers who traveled to beaches all over the world and fell in love with fruit bowls built on acai or pitaya.
So they bought two blenders and a patio table and set up a popup in front of a pizza shop in Belmar, and started making fruit bowls and smoothies.
Now units, which are about 1,200- to 1,800-square feet, have an average unit volume in the $1.2 million-plus range, Cappasola said.
That beats the much-larger Tropical Smoothie (1,500-plus units), with an AUV last year of about $1 million, though it has a much broader menu that includes sandwiches, salads and breakfast burritos.
It’s largely a franchising story, he added, though Playa owns 28 locations, and Taylor remains closely involved in the brand as chief marketing officer.
Last year, Playa Bowls’ sales grew nearly 32% to $296.4 million, according to Technomic’s Top 500 Restaurant Chain list. That was with 290 units, a 34% increase over the prior year.
The menu at Playa Bowls remains simple: various bowls of fruit and toppings, smoothies, juices and cold brews. The fall lineup plays with a peanut butter and jelly theme, which Cappasola noted appeals to the protein-seeking consumers.
“At its heart, it’s really a lifestyle brand,” said Cappasola. Younger consumers, in particular, are looking for a more healthful and customizable experience than fast food. It can be a meal replacement, but also—if the fruit is drizzled with Nutella or chocolate—a sweet snack.
“You can energize your day post-workout, or use it as a healthy treat,” he said. “We’re more than a one-trick pony.”
It’s easier for a concept like Playa to grow today, than it was 10 years ago, simply because more people know what acai and pitaya (also known as dragon fruit) are, and they have a reputation for being nutrient-packed.
More innovation may be coming to the menu, Cappasola said. But first Playa is looking at its tech stack.
The chain is piloting a new point-of-sales system and back-of-house management programs. A goal is to become a more data-driven brand, Cappasola said.
Almost 40% of transactions go through digital channels, he said, and a high percentage are loyalty members.
“There’s so much great technology out there, we’re taking advantage of that,” said Cappasola.
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