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Smoothie Anyone? Team Dynamix Status Report: Jamba Juice May 7, 2009

Posted by raymondbraun in Uncategorized.


For our project, we are studying Jamba Juice. Jamba Juice is the category-defining leader in healthy blended beverages, juices, and snacks, headquartered in Emeryville, California, with over 700 locations in 30+ states, the District of Columbia and the Bahamas. You’ve no doubt seen their store in Tresidder and have probably sampled some of their delicious smoothies. For more information: http://www.jambajuice.com/. 

Our primary contact at Jamba Juice is Kim Larson, Vice President of Brand Marketing. We have been e-mailing back and forth with Kim to ask questions, learn more about the company, and plan our visit to Jamba Juice’s headquarters (which they refer to internally as the “Jamba Juice Support Center”).

Key questions we plan on addressing through our visit and conversations with Jamba Juice employees and leadership:

-What is the work environment and corporate culture of Jamba Juice?

-How is the company structured/organized?

-How does Jamba Juice determine new products/promotions/flavors/etcetera? Who is involved? Is there a specific marketing or product development team?

-How has the company grown and expanded since its inception and what catalyzed and influenced these changes?

-What defines the Jamba Juice brand?

-Above all, how does Jamba Juice encourage and foster creativity and innovation to further its mission?

Action plan:

-Kim Larson has organized a four hour tour of Jamba Juice’s headquarters that will take place on Friday, May 15th. During the visit, we will: 1) Tour Jamba Juice’s facilities in Emoryville, CA; 2) Visit the R&D Lab (Research and Development Lab, also known as the “Blend-O-Vation Lab”) to learn about how new smoothie flavors are created and sample potential flavors; 3) Meet with Kim Larson and other senior-level leadership (TBD) to ask questions about the company and Jamba Juice leadership; 4) Observe group brainstorming sessions and weekly company meetings.

-After our visit, we are going to visit several Jamba Juice stores in the Bay Area to see how the “corporate” image off Jamba Juice is embodied on a micro-level.

-We will then decide how we want to present our findings in a creative, innovative, engaging, and interactive format and delegate tasks accordingly. Hint: Jamba Juice sampling will be included! We are also looking at ways to creatively incorporate multimedia into our presentation to keep it fresh and exciting.

Is there anything you’re interested in learning about Jamba Juice? Feel free to post a comment here or e-mail rbraun@stanford.edu with any questions and/or suggestions!




1. Vince Randalo - May 7, 2009

What an interesting and fun project. I just have a few thoughts.

For starters, make sure you try their new food offerings at their 5761 Christie Ave, Emeryville location (the one right down the street from their headquarters). It is one of six food test locations. Offering food will become an important part of their business if executed well. Let us know what you think of the food offerings-wraps, salads, and sandwiches, soups and teas. Their latest steel-cut oatmeal offering seems to be doing well.

Ask them , too, about the effectiveness of their latest catering, fundraising and GoGos (out of store) efforts. They are currently allocating more resources to these things which helps raise money for schools and other non-profit organizations while driving sales growth.
Their Banananza school fundraising project is a good example of this.

They plan at some point this year to make announcements regarding food licensing. If done successfully, this will extend the brand beyond the four walls of the store while bringing in higher margin company revenue. Maybe you want to ask them what products they plan to license and when they plan to do it.

I would suggest visiting their website and listening to some of their past conference calls. You can find these under Investor Relations. It will be a good preparation for you. If you go to Seeking Alpha, you will find some past conference call transcripts (type in JMBA). There’s a wealth of information there.

Good luck and look forward to hearing how it goes. Let me know what you think of the food. Oh and smoothie sailing.


2. raymondbraun - May 7, 2009

Thank you so much for your suggestions, Vince. Very helpful!

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