JuiceBar is a concept of a modern venue based on the fusion of healthy food with the fast food formula: it offers fresh fruit and vegetable extracts, juices and juices, but also solutions for “food-to-go” such as fruit salads, yogurt, salads , soups, muesli. The sign is present in large railway stations, airports and motorway service areas: for a year the brand has been owned by Chef Express. We took a snack break (healthy, but not exactly cheap) in Rome Termini
by Carlotta Benini
A concept of a place that combines the traditional offer of Italian bars and cafes with a current and cosmopolitan proposal with a focus on products healthy, veggie, vegan e gluten free, where fresh fruit and vegetables are a great protagonist. All in “to stay” and “to go” mode. We are talking about JuiceBara restaurant format dedicated to health food taken over by Chef Express, a company that manages all the catering activities of the Cremonini Group. Chef Express initially had the license to develop the format exclusively in the “travel” channels, a year ago it acquired 100% ownership of the brand.
JuiceBars are distributed in large railway stations, airports and motorway service areas: we went to Rome Termini, on our way back from Macfrut’s press conference. We were struck by the environment, full of references and green, organic and healthy products, which enrich the furniture, making it even more glamorous and evocative of a healthy lifestyle. In the small room at Termini station, mainly designed for take away consumption, they are present fruit and vegetable extracts, smoothies, fruit salads, yogurt, salads, soups, muesli.
We were also impressed by the cost of the products: we bought, for a quick snack, a pack of berries for consumption on the go: a glass of strawberries, blackberries and blueberries cost us a good 6.10 euros.
The fact remains that the format is truly exclusive, and the public is attracted and intrigued: the price takes a back seat, with respect to the growing demand for healthy eating habits that are sensitive to environmental aspects. JuiceBar pays particular attention to the choice of raw materials, with reference to the organic lines and the seasonality of products also coming from local productions. Furthermore, strategies have been developed to reduce waste and the claim “fresh green food” sums up the brand’s philosophy.
Chef Express (Cremonini group) is active in the concession catering (railway stations, airports and motorways, on-board train catering) and commercial segments. In 2017 he made revenues of 573 million euros.
Copyright: Fruitbook Magazine
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