Protein-Packed, Guest-Driven, and Clarified for Craveable Wellness

Responding to  guest feedback and a rising demand for increased protein-packed options, Clean Juice unveiled an expanded menu designed to meet diverse nutritional goals.

“We knew it was time to evolve,” Roberto De Angelis, Chief Experience Officer of BRIX Holdings, told Modern Restaurant Management (MRM) magazine. “The original menu had great intentions, but over time it became a bit overwhelming for both our guests and our operators. The goal was to simplify, clarify, and introduce more craveable, functional options without losing sight of what makes Clean Juice special.” Clean Juice, which has has more than 60 stores across 19 states, is owned by CJ Fresh Holdings, a wholly owned subsidiary of BRIX.

From initial strategy through testing and rollout, the implementation took approximately nine months, De Angelis said, adding it was a team effort across culinary, marketing, operations, and franchisees.

"It was worth every step. Change is always a challenge, especially across a growing system. We’re focused on making sure every franchisee feels confident and supported. That means training, communication, and being responsive to feedback. Sustaining it will come down to how well we continue to listen to our guests feedback and evolve. We’re not treating this as a one-and-done. It’s the beginning of a more dynamic, responsive approach to menu innovation."

He said the team evaluated everything from loyalty insights, product mix, purchase frequency, and guest feedback. 

“A few things stood out: Guests wanted more protein options, better lunch solutions, and a clearer, easier-to-navigate menu That really shaped how we approached the redesign. We also listened closely to our franchisees and team members as they’re the ones talking to guests every day, so their input was critical.”

The revamped menu includes eight distinct categories including high-protein performance smoothies ranging from 40 to 53 grams each. New flavors include the Recharge One, Evergreen One, Electric One and the Mighty Mocha One. Guests have the opinion to add even more hemp or whey protein.There’s also a new category called Just Juice, with simple, pure, certified organic juice options and an expanded gourmet toast menu featuring new Fig & Fire, top photo, made with prosciutto, mozzarella, fig jam, ricotta and hot honey, along with other toast options. 

“The categories came straight from how our guests think: ‘I want a smoothie,’ ‘I want something with protein,’ ‘I want a healthy lunch,’ ‘I need something for my kid,’” De Angelis explained. "We landed on Smoothies, Protein Smoothies, Juices, Acai Bowls, Wraps, Toasts, Salads, and Kids. It makes the experience faster, clearer, and a whole lot more shoppable.”

The launch also taps into the superfood trend with two limited-time summer beverages: the Ocean Waves and The Pineapple Breeze. Additionally, the brand  introduced a new lunch special that offers a toast, sandwich or wrap for just $6 with the purchase of any juice or smoothie over 12 ounces, available daily from 11 a.m. to 3 p.m. at participating locations.

De Angelis calls the deal a game-changer.

"It’s built for people who want something healthy and fast, but also affordable, which can be a tough combination to find, especially in organic food. We're offering select wraps and smoothies with a purchase of smoothie or juice at that price to drive traffic and win over the value conscious guest who might normally default to fast food. We want Clean Juice to be their go-to lunch spot."

They are taking  a multi-channel promotional approach with in-store materials, blog content, app messaging, email, social, and influencer content.

"Protein is a big focus, especially for guests looking for post-workout fuel or a meal replacement. You’ll see nutritional callouts front and center, we want to make it super easy for people to choose what’s right for them."

Completed just over a year ago, Brix Holdings' acquisition of Clean Juice brought "structure, speed, and support" to the brand, De Angelis pointed out. 

"We were able to move faster because we had the right teams in place, both from an innovation, ops, training, and marketing, all working in sync. It’s also been a cultural fit. We love the Clean Juice mission and believe in its potential. This menu update is just the first of many steps in taking the brand to the next level."