Jamba, Inc. (NASDAQ:JMBA) Juice just announced a partnership with “Team Up for a Healthy America.” This is part of a bigger brand campaign to promote a wellness and an “active and healthy lifestyle” — the company’s tagline — within its smoothie brand. Since 2008, Jamba has been in a vital turnaround phase, with brand revitalization as well as plans to become a globally-recognized healthy-lifestyle choice.
Growth drivers
Jamba, Inc. (NASDAQ:JMBA)’s growth plans include an expansion of its product lines to include new offerings, such as yogurt cups, granola bars, and fruit snacks. The strategy also includes plans to expand store locations in 30 states, as well as to distribute branded products to all 50 states, all of which is scheduled to unfold this year.
Jamba already added items to its menu for all day parts and experienced same-store-sales growth across all aspects of the new menu launch.
The company, which is famous for its juice products, also launched a new kids menu as part of a brand-building campaign to attract a new consumer base. Its “JambaGo” initiative targets grades K-12 with a model designed to increase brand awareness and promote a healthy lifestyle within school systems.
Jamba, Inc. (NASDAQ:JMBA) is also expanding growth initiatives with new store formats and is attempting to capitalize on healthy lifestyle behaviors shared among consumers.
Return to profitability
Last year was a benchmark year for Jamba. Returning to profitability was an echoing theme for the specialty-smoothie company, whose performance just a few years ago was on the decline. One of the new business strategies that Jamba has been able to deploy is a franchise model that allows for more rapid, expanded growth.
Learning from more established players in the fast-food space, Jamba, Inc. (NASDAQ:JMBA) has executed this model with great success. Jamba is also creatively marketing new methods of efficient processes and procedures to reduce costs and drive productivity. Some of these methods include using emerging technologies for payment methods, efficiently improving supply chains, enhancing productivity and staffing methods as well as increasing sales on a global scale.
In fiscal 2012, Jamba increased sales by 5.1% and showed comparable same- store-sales growth for the second year in a row. Jamba’s plan, dubbed “Blend 3.0,” also includes tactics to expand its growth globally in the retail space by expanding to Mexico with 80 new stores. Jamba, Inc. (NASDAQ:JMBA) also plans to bring new products into the market by expanding smoothie flavors and introducing products targeted specifically to consumers concerned about long term weight management.
A healthy lifestyle brand
Panera Bread Co (NASDAQ:PNRA) has led the charge as a promoter of healthy lifestyles in the fast-food space. Its menu is full of health-food items, with prices rivaling the expense of at-home preparation. Panera Bread Co (NASDAQ:PNRA) also recently launched a new marketing campaign centered on programs in the community promoting philanthropy. It’s new campaign, Food Chain Reaction, is an effort to combat hunger and help fix a broken food system on a local level.
