Today, the world can’t get enough of Boost Juice. The brand’s winning combination of fresh fruit, blended and squeezed into delicious smoothies and juices, has been a remarkable success story.
But there’s no elevator to success. You have to take the stairs.
On a trip to the United States back in 1999, something caught Janine's attention. Everyone was into healthy smoothies and fresh juices - while in Australia, the fast food market was uninspiring and unhealthy. Janine had just had her third son and, like many young mothers, wanted more flexibility to run her own race..
“The vision was simple: every customer will leave a Boost Juice store feeling just that little bit better.”
So once back home in Melbourne, Janine and husband Jeff developed a retail concept different to anything the world had seen. Based on Janine's 'love life' philosophy, Boost Juice would offer a unique customer experience around happy, healthy living.
Operating from her kitchen table in Melbourne, Janine consulted nutritionists and naturopaths to create a menu free from preservatives and artificial colours and flavourings.
Just one problem: the banks wouldn’t touch a business that just sold liquid. But as they say, when life hands you lemons, make lemonade. Or juices and smoothies, as the case may be.
They say success is 10% inspiration and 90% perspiration. And who’s going to argue with that? Little did Janine know that her plan to not work a 40-hour week would actually mean working a 100-hour week, with no money coming in for a good three years.
But hard work is often rewarded, and the success of the first King William St store allowed Janine and Jeff to open three new sites – including two in one day. However, making smoothies turned out to be anything but smooth – as the shiny new juicers refused to work.
Faced with juice bars that couldn’t sell juice, the local teams had to make a mercy dash to Myer and buy domestic juicers. Both broke after a single day, but the job was done, and new equipment was on its way. Hurdles are there to be hurdled.
Sometimes, the best way to learn is to jump in at the deep end. And that’s what happened next. Janine and Jeff signed for 28 leases at Westfield Shopping Centres. It meant a personal liability of over $5 million and a deadline to open every store in just 18 months. Thanks to sheer determination and amazing franchise partners, it happened on time and on budget.
Just three years later, Janine purchased rival chain Viva Juice and sold the rebranded stores to franchise partners. The figures were now incredible. Boost Juice was averaging one store opening a week; and during September 2004, it was opening almost one new store every single day.
“Boost has a can-do attitude. We don’t believe in the word ‘try’ because that means I’ll give myself permission not to succeed. You don’t try, you just do it.”
– Janine Allis
Nick and Soraya became fans of the iconic Australian smoothies when they lived and worked in Melbourne. However, it was on their honeymoon that the newlyweds decided to bring Boost to Malaysia – heralding a return home for Soraya who is half Malaysian and half Singaporean. The opportunity to expand their leadership to Singapore in 2011 was a natural progression!
Soraya explains that “Boost is not just another juice bar – the brand is based is on the entire Boost Experience, which takes place every time a customer enters a store”. This is a combination of a fantastic product, served by positive and energetic people, in a bright and colourful store environment.
Her courage and entrepreneurial spirit have been vindicated as since opening the first store in June 2009, Soraya has expanded Boost to more than 125 stores in Malaysia, Singapore, Brunei, Indonesia and soon Thailand.
“Boost has a can-do attitude. We don’t believe in the word ‘try’ because that means I’ll give myself permission to not succeed. You don’t try. You just do it.”
It’s a philosophy that has taken us far. Building one of Australia’s most well-loved brands was never going to be easy. But thanks to a positive outlook, hard work and the help of extraordinary people, Boost Juice has celebrated the opening of its 250th Australian store – with over 500 worldwide.
Boost Juice has come a long way from its humble beginnings. But one thing hasn’t changed – our commitment to health, fun and loving life.
If we can help people eat more fruit and veg by making them taste great, that’s fantastic. But we’re not just here to give customers great tasting smoothies and juices. We also want to share our energy, passion and ‘love life’ ethos through an inspirational in-store experience.
Loving life is our mantra. It infuses everything we do. And as we continue to innovate and grow, we do so not to change the world, but to make our customers feel just that little bit better.