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Boost Australia


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                                                                 Thanks for your interest in Boost Juice Bars! This kit
                                                                  contains a bit about how we started, our stores, our
                                                                 marketing & more! There is heaps more information
                                                                  available on our website -
                                                               We hope this kit helps you to get to know us a little better!
  03   The Word according to J   16   Celebrities at Boost
       About Boost
       Wellness Category         17   Celebrity endorsements
       A Boost is Born
                                 18   Design & Development
  04   Our Products
                                 20   Boost international
                                                                            on statem
       Our Menu
                                                               Boost mis

       Complementary Products
                                                                             e one of th
       Supermarket Range         22   Awards

  06   Meet the THINK Tank       23   Quotes                    “To becom
                                                                 worl d’s most f

                                 24   Juicy Bits
                                                                      loved bran
  08   About Janine

  09   The Boost Story
  12   Love Life the environment

  13   Marketing & Promotions
       Major Campaigns
       Big Banana Peel
       What’s ya Name Game

       VIBE Club
       Customer Relations

       Boost your Life

       Barry Boost

       Jeans for Genes
       Pink Ribbon Day
       VIBE Newsletter
       School Fundraising
                                                                                                                                        ess category
The word                                                                                                                      The welln                      ing retail phen
                                                                                                                                                                                 omenon with
                                                                                                                                                                                             year fruit
                                                                                                                                                                                                          healthier, fresh
                                                                                                                                                                                                            drinks - also ca
                                                                                                                                                                                                                               alternatives su
                                                                                                                                                                                                                                lled “Smoothie
                                                                                                                                                                                                                                                    ch as blende

according to
                                                                                                                              Boost Juic     e is an amaz                           ores a
                                                                                                                                                                 erage of 28 st                                                                  operating for
                                                                                                                                                form of an av                               eding                          has now been
                                                                                                                              a growth plat                              turnover exce
                                                                                                                                                  s. With    a group                              e   This category                            ow fro   m strength to
                                                                                                                              for seven year                                    t Juice is th                              continues to gr
                                                                                                                                                             annum, Boos                               16 years and                                       itability of the
                                                                                                                               $AUD85      ,000,000 per                                 Southern                                     ignore the prof
                                                                                                                                                                      bar in the                       strength     . One cannot                             of the Juice
                                                                                                                                                  and smoothie                          any other                                       retail segment
                                                                                                                               largest juice                        countries than                                 ie market. “The                                        e
                                                                                                                                                   d is in more                                         smooth                                         strong and w
                                                                                                                                                                                                                                     ess remains
About                                                                                                                           Hemisphere an                                           that have
                                                                                                                                                    world. With    over 200 stores                      and   Smoothie busin                          ill show     positive
                                                                                                                                juice bar in the                     t years, Boos
                                                                                                                                                                                        t Juice is                                  is segment w
                                                                                                                                                                                                                  nfident that th                                  e Juice
                                                                                                                                                   in seven shor                                  ks, are co                   Dan Titus,       Director of th
                                                                                                                                 been opened                                     retail networ              ins this year,”                                      Juice and
                                                                                                                                                   lia’s mos  t successful                               ga                                          . “The
Boost Juice Pty Ltd incorporated in March 2000.                                                                                  one of Austra                                      ecutive Team                                sociation stated
                                                                                                                                                                  Board and Ex                               d Smoothie As                                    ive venture.
                                                                                                                                 with a fir  st-class quality               d retail expe    rience. an                  business is      such a lucrat
                                                                                                                                                    0 years of com
                                                                                                                                                                       bine                                   oothie                                              the world
                                                                                                                                  - with over 13                                               $US2 Sm                                      are sold all over
Founder                  Company Secretary
                                                                                                                                                                     rate s an estimated                  Smoothie      -type products                      in bars, movie
                                                                                                                                                    ry alone gene                          by more                                     golf courses;
Janine Allis             Amy Roy                                                                                                  The US indust                         d has grown                                   se ships and                              are seeing
                                                                                                                                                      per annum an                                        on crui
                                                                                                                                   billion dollars                                         ars. The                                      ls. Companies
                                                                                                                                                                       e past four ye                                 s and hospita                      nity. Consumer
                                                                                                                                                     ch year for th                   growing retail
                                                                                                                                                                                                                                      owth opportu
CEO                                                                                                                                than 30% ea                      of the fastest                                market as a gr                                   e healthy
                                                                                                                                                       ory is one                         issues are
                                                                                                                                                                                                           this                                        soda; th
Jeff Allis                                                                                                                         Wellness Categ                      sity and health                                               alternative to
                                                                                                                                                     the world. Obe                                              looking for an                 e expressing re
                                                                                                                                                                                                                                                                      flects in
                                                                                                                                    categories in                                   d compani     es in are                       nsumers ar
                                                                                                                                                      ues for al l countries, an                       . at   titudes that co
                                                                                                                                    becoming iss                                     assive growth                                nd.”
Stores opened as at December 2009: 180                                                                                                                             are seeing m                               e smoothie tre
                                                                                                                                    the Welln    ess Category                  s and juices     are the th
                                                                                                                                                       ception. Smoo                             s who
Countries Boost is located in:                                                                                                       Boost is no ex                          m. Consumer
                                                                                                                                              od of the    new millenniu                   lunch or a
Australia     UK                     South Africa                                                                                    fast fo                              mburger for
                                                                                                                                                         d a quick ha                     now opting
Chile         Kuwait                 Indonesia                                                                                        once purchase                     ng snack are
Hong Kong     Estonia                Lithuania                                                                                         ca ndy bar for a
Mexico        China                  Malaysia
Singapore     Macau                  Germany
UAE           Thailand
Coming soon...
New stores in Hong Kong and Indonesia!

                                     is born!
                                                                                                                                                               er, without he
                                                                                                                                                  Boost howev
                                                                                                                          Boost   would not be          s achieved    amazing

A               w a hole in     the Australian
                                                  market prod
                                                                          that are as he
                                                                         s to research
                                                                                             althy as poss
                                                                                            new ways to
                                                                                                             ible, and
                                                                                                            make the
                                                                                                        range of TD4
                                                                                                                                         team that ha
                                                                                                                             ings to help th
                                                                                                                                             e brand gr
                                                                                                                                            s over 200
                                                                                                                                                       ow to where it
                                                                                                                                                                       is today!
                                                                                                                                                                   operating in
Janine Allis sa                                consumer                                d better. Her                       Boost now ha                         dle East, Asia
                            ternative. As a                         ucts better an                   in the smooth
                                                                                                                      ies                         hout the Mid
for a healthy fa
                 st food al               ything healthy
                                                                                  yoghurts used                            Austra lia and throug
                s stru ggled to find an                        lo w fat frozen                     occu s thermophillis                     uth America!
she had alway                             short of time,                         ltures streptoc                          lEurope and So
                       hen she was                              contain live cu                          ded nutritiona
       t and drink w                            y for her                                lbruekil for ad
 to ea
                   find somet    hing health                       d la ctobacillus de                     ery   facet of
 particularly to                                   d raised an                             experienced ev
                                 siness plan an                         s. Janine has                         in the first
  sons. She  developed a bu                in the conc   ept benefit              from pain   ting the floor              e
                  ugh fri ends investing                         the company,                  store, to negotiating th
  $250,000 thro                                                             working in the
                   underway.                                     store and                    e bar chain.
  to get the plan                                                           of another juic
                                                     ropath s purchase
                                    nists and natu                                                                  rstand
                  ted with nutritio                       ies                                      to fully unde
   Janine consul                        es and smooth                             lowed her
                  enu of   healthy juic                      s    This has al                       grow ing business.
   to create a m                          artificial flavour                        l aspects of a
                        preservatives,                            and develop al
   that  were free of                nate abou     t creating
                    She is passio                                                                                                                                                                Janine Allis
    and colours.                                                                                                                                                                                 Founder
      Our Menu:                                                                                                                                                                           For a nutritional breakdown of our products, please visit the
                                                                                                                                                                                          ‘Products’ section in our website -

 Banyana30c read
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                B                                                                            Blement sur juicers oothie
                                                                                               oo yo te or sm
                                                                                                                                                                                                                       99% fat
 Add ho

                                                                                                                  vita booster                                          energiser booster                                        mango tango crush                                         watermelon crush
                                                                                                              multi-vitamins & minerals +                              guarana, ginseng & vitamin E +                          mango, passionfruit, mango nectar,
                                                                                                                                                                                                                                                                                      freshly juiced watermelon, tropical juice,
                                                                                                                                                                                                                                  tropical juice, sorbet & ice
                                                                                                                                                                                                                                                                                                     sorbet & ice
                                                                                                            immunity booster                                               protein booster

                    -fat Smoothies
                                                                                                              echinacea, vitamins A & C,                                 soy protein & whey protein +                                  berry crush                                             tropical crush
 Lowoothies made fresh                                                                                              zinc & green tea
                                                                                                                                                                                                                              raspberries, strawberries, blueberries,
                                                                                                                                                                                                                                    apple juice, sorbet & ice
                                                                                                                                                                                                                                                                                           mango, banana, tropical juice,
                                                                                                                                                                                                                                                                                                   sorbet & ice
 real fruit sm
                                                                                               Not suitable for children under 15 years or pregnant women. Should only be used under medical or dietary supervision.
                                                                                                              Formulated for sports people to help in achieving specific nutritional or performance goals.
                                                                                                                               + For full ingredients refer to
                                                                                                                                                                                                                                      lemon crush
                                                                                                                                                                                                                                freshly squeezed lemon & orange,
                                                                                                                                                                                                                                           sorbet & ice
           mango magic                              janine’s favourite
       mango, banana, mango nectar,

                                                raspberries, banana, mango nectar,

                                                                                                                                                                                                                       Skinny Smooth
         TD4 vanilla yoghurt & ice                  TD4 mango yoghurt & ice
           try it with passionfruit!

                                                                                                                                                                                                                                                              as only two   apples!
      strawberry squeeze                             blueberry blast                                                                                                                                                    a medium size has
                                                                                                                                                                                                                                            the same calories
      strawberries, banana, apple juice,         blueberries, banana, apple juice,
                                                                                                                  no added           sugar
                                                 TD4 vanilla yoghurt, sorbet & ice              freshly squeezed,
         TD4 strawberry yoghurt & ice
                                                                                                                                                                                                                                    mini-me mango                                        skinny minnie melon
                                                                                                                                                                                                                                mango, passionfruit, mango nectar,
            all berry bang                             banana buzz                                                                                                                                                                  TD4 vanilla yoghurt & ice
                                                                                                                                                                                                                                                                                      freshly juiced watermelon, raspberries,
                                                                                                                                                                                                                                                                                              passionfruit, apple juice,
 strawberries, raspberries, blueberries,        banana, honey, low fat milk or soy,                           two & five juice                                                    wild berry juice                                                                                     TD4 strawberry yoghurt, sorbet & ice
apple juice, TD4 strawberry yoghurt & ice            TD4 vanilla yoghurt & ice                 the juice of 2 oranges, 1 apple, 3 carrots, 1 piece                   freshly juiced pineapple, apple, raspberries,                  berry berry light
                                                  try it with a dash of cinnamon!                of celery & beetroot + a vita booster based on                                strawberries & blueberries                     blueberries, strawberries, guava nectar,
                                                                                                original size, quantities of fruit may vary slightly.                            + an energiser booster                            TD4 strawberry yoghurt & ice
          passion mango                               tropical storm
                                                                                                               energiser juice
      mango, passionfruit, tropical juice,

                                                                                                                                                                                                                       Indulgence Sm
                                                 mango, banana, tropical juice,
      TD4 mango yoghurt, sorbet & ice
                                             coconut milk, TD4 mango yoghurt & ice                    freshly squeezed orange, strawberries                                        immunity juice
                                                                                                         & banana + an energiser booster                                  freshly juiced watermelon & orange,
                                                                                                                                                                          strawberries + an immunity booster

                                                                                                                                                                                                                                    raspberry ripe                                king william chocolate

         per Smoothies
                                                                                                                                                                                                                                                                                 chocolate, banana, low fat milk or soy,

                                                                                                                                                                                                                             chocolate, raspberries, coconut milk,

                                                                                                       ey r
                                                                                                                                                                                                                                                                                       TD4 vanilla yoghurt & ice
                                                                                                                                                                                                                                      low fat milk or soy,
                         super powers                                                                                                                                                                                                                                                   try it with strawberries!
low   fat smoothies with                                                                                                                                                                                                     TD4 strawberry yoghurt, sorbet & ice

                energy lift                               gym junkie
                                                                                                                                                                                                                        1Powoweraaak oost!
                                                                                                                                                                                                                       $ $1 P erGivecck
         mango, banana, tropical juice,                contains over 25g of protein!
          TD4 mango yoghurt & ice             strawberries, banana, low fat milk or soy,                                    not suitable for children under 15 years. recommended consumption one per day.

           + an energiser booster            TD4 vanilla yoghurt & ice + a protein booster
                                                                                                    choose from banana, apple, orange, watermelon, pineapple,
  green tea mango mantra                              brekkie to gogo                                                                                                                                                                 B     Buy a Boost, Give a Boost!
        mango, green tea, mango nectar,
        TD4 vanilla yoghurt, sorbet & ice
                                                   banana, toasted muesli, honey,
                                                low fat milk or soy, TD4 vanilla yoghurt
                                                                                                         carrot, celery, beetroot, ginger, passionfruit, strawberry,
                                                                                                                                                                                                                       Buy a Boo$1 t,
                                                                                                                                                                                                                             Grab a
                                                                                                                                                                                                                                    s Powerpack with three c goes straight to
                                                                                                                                                                                                                                                ters & 10 different boosters
                                                                                                                                                                                                                                                        boos                            rities.
                                                                                                                                                                                                                                  and erpack with 3
                                                                                                          blueberry, raspberry, mango, lemon, mint & cranberry
            + an immunity booster                    & ice + an energiser booster                                                                                                                                                                                      ralian Youth Cha
                                                                                                                                                                                                                        Grab a $1 Pow we’lltion to heVitamin A supplements to children
                                                                                                                                                                                                                                             fund five
                                                                                                                                                                                                                                                       lp support Aust
                                                                                                                                                                                                                        The Boost Fo unda
                                                                                                                                                                                                                                        suffering from malnutritionin the Pacific.
                                                                                                                                                                                                                                                                            for more info visit
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   the THINK tank
Meet                                  Janine Allis is the founder of Boost

                       Janine Allis
                                      Juice Bars and the brand is a
                                      reflection of her enthusiasm and
                                      energetic personality, crystallized in
                                      the love life culture.

                                                                                                Scott is Boost’s General Manager of

                                                                               Scott Meneilly
                                                                                                Boost Australia and International.
                                                                                                Scott started on his Boost journey
                                                                                                in June 2008 as the leader of Boost
                                                                                                company stores and in just a few
                                                                                                short months has flown high to the
                                                                                                General Manger position. Scott now
                                                                                                looks after 200+ of our Australian and
                                                                                                International stores, with even more
                                   Jeff Allis co-founded the company                            stores and countries on the way!

                      Jeff Allis
                                   with Janine and focused on the                               Prior to joining Boost, Scott was the
                                   company strategy, leasing,                                   CEO of Body Bronze, leaving to lead
                                   marketing and brand position                                 the Boost brand.
                                   within the Australian market.                                Scott has always had a passion for
                                   In his spare time he was also                                juice and smoothies, in the past he
                                   the Director of Programming for                              has even owned his own juice bar in

                                   Austereo - Australia’s largest radio                         Melbourne!
                                   company. Jeff is also involved with

                                   the Boost marketing and brand

                                   development in all markets. When

                    f .
                                   former CEO Simon McNamara
                                   resigned in October 2007, Jeff took
                                   over the reigns as the new CEO for
                                   Boost Australia. Check out Jeff’s
                                   mini interview in the ‘About Boost’
                                   section of our website.

                      s                                                                                                                  5
                                                                             the THINK tank
               Fabulous products, great staff and a fluid business
Global Gulp!

               plan have made Boost Juice one of Australia’s most
               loved brands. One store in Adelaide has grown into 187
               stores throughout Australia and 47 stores overseas.

               Never one to rest on her laurels, or kiwifruits,
               Janine Allis’s next focus is to make Boost a global
               phenomenon. So in May 2010, US based private equity
               firm, The Riverside Company acquired a major stake in
               the Boost Investment Group.

               This agreement, gives Boost the financial backing and
               international expertise needed to turn the company
               into one of the world’s most loved brands.

               It’s an opportunity to make Oprah a fan, to quench
               thirst in Jamaica and to be up in neons in Times
               Square. Basically it’s the chance for an Aussie brand to
               make its mark on the world market.

               Keeping the homegrown connection, Riverside are
               using their Asian fund to invest in Boost Juice. This
               fund primarily comprises of Australian superannuation
               money, so you might actually be one of our newest

                                                             s h
               We’re proud of our local history and we’re excited
               about the future. The next few years mark a dynamic

               time for the Boost Juice brand. Look out for a Boost
               Juice on the moon, that’s part of phase three – details
               to come…….
About                                     Janine Allis is Founder of Boost Juice Bars
                                          – the largest and fastest growing juice and
                                                                                             Australian market place. Her vision was to
                                                                                             do retailing differently, delivering a unique

                                          smoothie chain in the Southern Hemisphere.         customer experience based on the “love life”
                                          With outlets in more countries than any other      philosophy of Boost.
                                          smoothie chain, and currently pursuing an
                                          aggressive international expansion strategy,       Janine’s leadership style is natural, warm,
                                          Boost Juice is well on the way to achieving        giving and inspiring, with people extremely
                                          their aim of the worlds most loved and             motivated by her to achieve amazing results.
                                          favourite brand.                                   Janine describes herself as having a very
                                                                                             ‘hands on’ approach toward the running
                                          Janine and her team have grown the                 of Boost Juice, which has enabled her to
                                          innovative youth-based business from one           fully understand and develop the growing
                                          store in Adelaide, South Australia to over         business. She now recognises that her role
                                          200 stores in Australia, Chile, Indonesia,         currently is less of a manager and more of a
                                          Singapore, South Africa, UK, Kuwait, Macau         leader.
                                          and Portugal with more countries to follow.
                                          She has previously worked as a publicist           Boost has won numerous prestigious awards
                                          in the arts and entertainment industries, a        over the years including being inducted into

                                          cinema manager in Australia and Singapore,         “My Business” Hall of Fame, ARA Retailer
                                          an advertising executive and as a head             of the Year in 2007 and Amex Franchisor of
                                          stewardess on David Bowie’s yacht.                 the Year in 2005. In 2004 Janine was also

                                                                                             recognised as Telstra’s Australia Business

  f .
                                          Being a working mother of three sons and           Woman of the Year.
                                          a daughter she is an advocate for healthy

                                          eating and living. With a hectic urban lifestyle   Today Janine is a perpetual student,
                                          in Melbourne, Janine understands first hand        surrounding herself with amazing business

               Boost Your Business
                                          the demands life can put on an individual.         people and soaking up ideas like a sponge.

                                                                                             One of her greatest strengths is her ability
                                          Janine’s desire to own her own business led        to see her faults and ensure that the people

     s                                                                                       f .
                                          her to look at the retail market and review        around her compliment each other to

                                          what the market was lacking as a consumer.         guarantee that the Boost leadership team
                                          Janine and her husband Jeff trialled a number      is strong and built for success. “At the end
                                          of businesses including publicising and            of the day we have to try to keep life and
                                          touring comedians, but nothing truly got the       business simple”, she says “...and enjoy the
                                          business juices flowing. That was until they       journey as much as the results”.
                                          noticed there was a lack of truly healthy
        Janine Allis - Business Secrets

                                          fast food in the market place. Janine did          Never one to rest on her laurels, or kiwifruits,
                                          extensive research world wide and started          Janine Allis’s next focus is to make Boost
                                          to develop a business concept that was             a global phenomenon. So in May 2010, US
                                          different to anything else that was in the         based private equity firm, The Riverside
                                                                                             Company acquired a major stake in the Boost
                                                                                             Investment Group. Boost is an amazing
                                                                                             Australian success story.

                                                                                                                                           OUR Guarantee
                                                                                                                                          •      Make fresh nutritious stuff that tastes great
                                                                                                                                          •      Only always, forever and ever and ever use natural ingredients
                                                                                                                                          •      Never use artificial anything
                                                                                                                                          •      Be polite enough to call you by your first name
                                                                                                                                          •      Always deliver amazingly friendly service
                                                                                                                                          •      Continually be on the prowl for new ways to help improve your health
                                                                                                                                          •      Make you feel great, give you something to smile about
                                                                                                                                                 and always give you a reason to choose Boost!
What’s the buzz?
Since its inception in 2000, Boost has become         by young consumers. The menu offers more than 20         healthy and great tasting juice or smoothie – the
a talking point for the Australian media and          delicious juices, smoothies and crushes which were all   brand is based on the entire Boost Experience         Moving forward
consumers alike because the brand provides            developed with the assistance of                         which takes place every time a customer enters        After Janine’s plans for global domination took
new experiences and opportunities on so many          a nutritionist, and all are at least                     a store. This experience is a combination of a        off, she decided to form the Boost Investment
different levels. There has been a great deal of      98% fat free and free from any                           fantastic product, served by positive and energetic   Group (B.I.G.) for further ventures in Australia.
focus on Janine Allis, Boost founder and CEO,         artificial flavours or colourings.                       people who greet you with a smile and are polite      B.I.G.’s first acquisition is Mexican food
who achieved major success with the business                                                                   enough to call you by your first name, in a bright    outlet chain Salsa’s. BIG and Salsa’s are now
while at the same time being a wife and mother to     The growth of Boost                                      and colourful store environment with fun music to     expanding throughout Australia, with 12 stores
her three young boys. Other points of interest have   Juice Bars                                               match. This point of difference is further enforced   already taking the Salsas message to the
included the fact that Boost provides a healthy       With the emergence of the juice                          through the brand’s unique tactical campaigns,        people!
alternative to fast food, and there has also been     bar industry in Australia from                           the customer relations strategy whereby every
much discussion about the unprecedented growth        2000, Boost was the only brand                           customer email is responded to personally,            For more information visit
and success of the Boost brand.                       to grow very big very quickly.                           and the VIBE Club loyalty program which     
                                                      When Boost had reached the                               rewards loyal customers.
Janine Allis, CEO and mother                          100 store milestone in 2004, the nearest competitor,
Janine Allis has managed to grow the Boost Juice      Viva Juice, had 24 stores, and in August of that year    International growth
empire from one to over 200 stores in 7 years,        Boost acquired the Viva chain to take the total number   Recently, there has been a great deal of
while also playing the role of wife and mother to     of Boost Juice Bars to 124. Now Boost Juice              focus on Boost’s growth internationally. Boost
her growing family. She has provided inspiration      is in more than 15 countries around                      Juice Bars have been opened in Chile, Thailand,
for Australian business women and mums alike,         the world and growing.                                   Malaysia, Germany, Lithuania, Dubai, Kuwait,
by proving that you can juggle a successful career                                                             Indonesia, South Africa, Portugal, UK, Singapore,
with motherhood. Her role as CEO of Boost Juice                                                                Hong Kong, Macau and Estonia, with a number
has led the company to achieve many awards and        Innovative retail                                        of countries to follow soon!
accolades, including the AMEX Franchisor of the       concept
Year, and Janine was also awarded the Telstra         While the juice bar
Businesswoman of the Year award in 2004.              concept was relatively
                                                      new for Australia, the
Boost, the healthy alternative to fast food           way in which Boost
In an age where childhood obesity is said to be       presented the concept
at epidemic proportions, Boost offers a healthy       was also new for retail
alternative to other fast food options, which is      in general. Boost was
encompassed in a brand perceived to be ‘cool’         never simply about the
                                   ith p
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The                                                                                              Story
Boost Juice commenced franchising in 2001 and               One of our multi-site partners, Stuart Slater states:
we have now opened over 200 stores. With our
systems, processes and our committed team, we               “Just being part of the brand that is Boost and
have an incredibly strong and sustainable base              all the positives that come with it, it is just such
in which to spring-board in to the world market.            an unbelievable opportunity for any partner to be
In 2005 Boost Juice was voted as one of the                 part of this highly professional franchise”.
top three most admired franchisors in Australia.
Boost has also received the prestigious award               “I looked at all the franchise systems out
of American Express Franchisor of the Year in               there and no one came close to Boost for my
this same year. These awards were won based                 franchising and long-term business needs. You
on a win-win attitude with both the Franchisee              have a hot brand, sensational marketing, the
and the Franchisor. Boost have adopted this                 best looking retail stores in Australia and a highly
attitude in embarking on its major international            professional support team. My only regret is not
expansion strategy and with Master Franchisees              becoming a Boost partner sooner!”
already appointed in Indonesia, Chile, Singapore,
UK, South Africa, Kuwait and throughout the                 - Stuart Slater
Middle East, the search is now well underway to             Franchisee, Boost Juice Burwood, Bondi 1 & 2
secure the right Partners to continue the brand’s
high growth and high profit success story in new
markets, all over the world.                                For more information go to

                                                                                                                 icy Bit...
“Whilst we will continue to grow in our domestic
market, we are also pursuing our goal to become
‘One of the world’s most famous and loved brands’,                                                            Ju
by becoming truly global – and with the volume of
                                                                                                                       franchise b
international queries we receive each day, we are                                                          Boost is a              the most
confident that we will find the perfect partners to make
                                                                                                           which me   ans we find            y
                                                                                                                                 sible to bu
this a reality. It is critical for us that we have a good
                                                                                                           Boostie p artners pos           e!
                                                                                                                               s worldwid
working relationship. This is a long term arrangement
and you need to have trust and respect both ways for
                                                                                                            and ru n our store
it to succeed.” Janine said.
                               The issue of global warming is one which concerns            can be recycled, Australia is behind the 8 ball with
                              us greatly, with the amount of carbon dioxide released        regard to recycling it in a post-consumer state, as in,
                              into the earth’s atmosphere increasing drastically over       after you’ve drunk your smoothie! Unfortunately at this
                              the last 100 years. The scary thing is, scientists are        stage foam can only be recycled in larger industrial
                              saying it’s not a natural occurrence; it’s actually the       quantities. However with the help of our cup supplier

    h fresh
                              habits and activities of humankind which are causing          Dart, we are trying to change this by initiating trials
                              the increase!                                                 of foam recycling through shopping centres,
                                                                                             whereby it can be turned into a range of different

                              The world has already started changing – we’re                plastic items like pens!

                              experiencing extreme drought and increased
                              temperatures, glaciers are melting and there are more         We know however that the best thing we can do is to
                              hurricanes and cyclones than ever before. It’s all pretty     keep rubbish to a minimum. That’s why we have our
                              overwhelming, but the good news is there’s something          Boost reusable mugs available in every store, and to
                              we can all do about it. Actions can be as small as            encourage you to purchase these we offer you a free
                              reducing your energy use at home by doing one full            BOOSTER every time you bring it in for a refill!
                              load of washing rather than multiple smaller loads,
                              or using public transport and carpooling, through to          Boost is committed to ongoing improvement and

                              funding energy efficiency programs and wind farms to          we will continue to review what we serve your Boost

  . asf. s.
                              neutralise your emissions.                                    in to make sure that we are using the best product

                                                                                            available! packaging.
                              At Boost we’re currently looking into a number of

                              different initiatives which will enable us to neutralise      The good news is, the report showed us that foam
                              our own emissions, so stay tuned for further details!         does in fact release far less airborne emissions and
                              Onto other environmental focuses, in 2003 we                  toxins into the environment. The other important fact
                              commissioned the services of Visions Of Blue, an              to come out of the report was that due to foam being
                              environmental communications agency to conduct                80-90% air, it creates less actual waste as every foam
                              a full audit into the various cup options available           cup thrown away is equivalent to 3.6 paper cups of
                              including polystyrene, plastic and cardboard. While           the same size. And for all you people out there who
                              previous research had shown that polystyrene uses             love our forests and our natural habitat, the production
                              fewer resources and creates fewer emissions during            of foam cups does not require any trees to be

                              production, we wanted to make sure we were up to              chopped down!
            ost w ed
                              date with the very latest comparisons between

      at Bo
                              the different options.                                        Recycling is the only issue with foam. Even though
 Here y commit                                                                              it can be recycled, Australia is behind the 8 ball with

      nl            e,        Unfortunately, most of the rubbish we humans produce          regard to recycling it in a post-consumer state, as in,
 not o thy peopl              still goes into the waste, whether or not it is recyclable.   after you’ve drunk your smoothie! Unfortunately at this
  to he lso
                              So we had to consider how we could produce the                stage foam can only be recycled in larger industrial
                              least amount of waste as well as using the least              quantities. However with the help of our cup supplier

                              amount of resources during the production of                  Dart, we are trying to change this by initiating trials of

        a hea                 our packaging.                                                foam recycling through shopping centres, whereby it

                   ng L
   into        ent!                                                                         can be turned into a range of different plastic items

                              The good news is, the report showed us that foam              like pens!
                              does in fact release far less airborne emissions and

                              toxins into the environment. The other important fact         We know however that the best thing we can do is to

                              to come out of the report was that due to foam being          keep rubbish to a minimum. That’s why we have our

          ng th ent. . .
                              80-90% air, it creates less actual waste as every foam        Boost reusable mugs available in every store, and to

      Lovi onm
                              cup thrown away is equivalent to 3.6 paper cups of the        encourage you to purchase these we offer you a free
                              same size. And for all you people out there who love          BOOSTER every time you bring it in for a refill!

                              our forests and our natural habitat, the production of
                              foam cups does not require any trees to be                    Boost is committed to ongoing improvement
                              chopped down!                                                 and we will continue to review what we serve your
                                                                                            Boost in to make sure that we are using the best
                              Recycling is the only issue with foam. Even though it         product available!
             Boost has been successful                          Boost conducts between five                              This promotion was conducted                            When this promotion is

                                              Major Campaigns

                                                                                                                                                           What’s Ya Name Game
                                                                                                       Big Banana Peel
             in building an extensive and                       and eight major and minor                                in March 2008, stores received                          conducted, people take note of
             well-recognised brand profile                      campaigns through stores                                 specially marked cups! Cups had                         their names! It is driven through
             over the past five years.                          every year. These campaigns                              a special peel off section and                          radio, TV and transit advertising
             Methods utilised have included                     have proven successful                                   we gave away prizes including                           and has proven highly successful
             (and continue to include)                          in driving customers into                                a Mazda2, 5 awesome holidays                            in driving new and existing
             public relations and media                         stores, increasing store sales,                          and heaps of runner up prizes!                          customers into stores. We offer
             coverage, radio and television                     and enhancing the “Boost                                 This campaign made many of our                          a “Free Boost” to people with a
             campaigns and a bright and                         Experience” for                                          Boosties very happy!                                    specific name every week day
             interactive website.                               every customer.                                                                                                  over a four week period.

rh sh
   r                                                                                                       Mar
                                                                                                        & Prom
                                                                                                                                                                         keting approach
                                                                                                                                        s led the way  with a unique mar achieved a 94% brand
                                                                                                                       n Boost Juice ha                    5 years Boost                   ch).
                                                                                                    Since its inceptio and below-the-line campaigns. In (according to independent resear
                                                                                             includes abov  e-the-line             be as cool as  the iPod
                                                                                                                 d is perceived to
                                                                                             awareness rate an
The VIBE Club   The Boost loyalty program,                                 One strategy which sets Boost
                                                                                                                                  eting O                    bjectives

                                                      Customer Relations
                known as the VIBE (Very                                    apart from competitors is its
                                                                                                                Boos     t’s Mark                    sed
                Important Boost Enthusiast)                                customer relations. The “Boost                              • Juxtapo                      ampaigns
                                                                                                                                                           execute c
                Club has over 440,000 members                              Guarantee” asks customers to                                      e plan and
                                                                                                                             g we do. W                      retail way
                                                                           email Boost if they are not happy    In everythin                    traditional
                nationally and is growing. VIBE
                                                                                                                          differe ntly to the
                members are entitled to special                            with the service, product, or
                monthly offers and giveaways                               experience they have encountered,                            • Assimil                     dback and
                                                                                                                                                          . Store fee
                                                                           and every single email is followed                  ith frontlin e Boosters                 part of ou
                via the VIBE email newsletter.
                                                                                                                   Of ideas w                            tly used as
                                                                                                                                            is constan                   tiv e and
                Especially important, members                              up within 1 working day. This has                   feedback                      be innova
                                                                                                                   customer                   continue to
                                                                           created amazing word of mouth                         rocess to               be imp   roving
                get a free Boost after buying 10                                                                     creative p              to always
                and also get a free Boost on their                         marketing for Boost. This ensures                   enable us
                Birthday! The VIBE database has                            customers have an opportunity for                                           ur Mark
                                                                                                                                         • Make O                  ing we do
                become a vital communication                               one-to-one communication if they                                  nership  of everyth               or
                                                                                                                                        ow                              tion
                                                                                                                           With total                       ery promo
                tool to Boost’s most loyal                                 want to share their experiences                                     rship of ev
                                                                                                                           We    take owne                       run.
                                                                           and feedback, whether positive                                           n that we
                customers, and the database                                                                                            competitio
                continues to grow every day.                               or negative.

                This is also a great marketing tool
                for Boosts to contact local VIBE
                members with exclusive offers
                and deals!

                                                                                                                                                                         fre .
                                                                                                    fsh  s                                                              h as
Boost your Life!   In March 2007, Boost gave away our                                        In 2009, Boost got on board with Pink                                                                                          With obesity and school canteens

                                                                Boost supports Pink Ribbon

                                                                                                                                                                                                       School Fundraising
                                                                                                                                     Boost VIBE newsletter
                   fabulous Little Collins St store! With the                                Ribbon and held a huge “Think Pink”                                                                                            becoming a talking point in Australia,
                   help of Fox FM, we selected 140 finalists                                 day!                                                                                                                           Boost decided to help conbat
                   from thousands of entries submitted to                                    This day was aimed at raising money                                                                                            this with thier School Fundraising
                   attend Boost Camp.                                                        and awareness for Breast Cancer, with                                                                                          Program.
                   Over the course of 2 days the teams                                       our Boost team members covering the
                   were put through their paces to whittle                                   whole store in pink and even the boys                                                                                          The program allows schools to raise
                   the entrants down to the best of the                                      were donning pink for a great cause!                                                                                           money while also supplying a healthy
                   best! Those remaining towards the end                                                                                                                                                                    lunchtime alternative to kids.
                   of the competition had to impress in a                                                                                                                                                                   Menus can be customised in some
                   final interview with Janine.                                                                                                                                                                             cases but kids usually receive a kids
                   At the end of the third day 3 finalists                                                                                                                                                                  or medium sized smoothie option.
                   were given a key, and Natalie Brown’s
                   opened the door to the store…and a                                                                                                                                                                       This is a great way for our stores
                   great new future!                                                                                                                                                                                        to get involved with their local
                                                                                                                                                                                                                            community and helping schools to
                                                                                                                                                                                                                            raise money!

                                                                                                                                                                                                                            For more information, head to our
                                                                                                                                                                                                                            website -

                                                                                             Jeans for Genes raises money for
                                                                 Jeans for Genes

                                                                                             genetic disorders and was given a
                   Barry is our globetrotting mascot
Barry Boost

                                                                                             helping hand by Boost in mid-2009
                   with a real Boost funloving-daredevil                                     with a huge fundraising day!
                   personality!                                                              With $1 from every drink donated to
                   Barry travels around Australia giving                                     the cause, the Jeans donned in-store
                   away freebies and generally having a                                      definitely helped raise awareness for                           Since its launch re-launch in November
                   great time being in amongst our very                                      this cause.                                                     2008, our VIBE club has grown faster
                   cool Boost customers!                                                                                                                     than ever!
                   In 2008, Barry travelled to Macau                                                                                                         Every month we send a newsletter out
                   to bungie jump 233 metres of the                                                                                                          to all out Boosties so that they can
                   Macau tower!                                                                                                                              keep up with all the latest goss and
                                                                                                                                                             competitions from Boost.

                                                                                                                                                             The VIBE newsletter also encourages
                                                                                                                                                             our readers to interact with us by
                                                                                                                                                             entering competitions, sending in thier
                                                                                                                                                             suggestions and photos of themselves
                                                                                                                                                             enjoying our yummy drinks!
                                Celebrities                                  AT BOOST

       Todd Lasance

                                    Peter Garret

                                                                                Orlando Bloom

                                                   Australian Idol star

Bec Cartwright-Hewitt

                Miss Universe                                                     Paris Hilton
             Jennifer Hawkins                      Miranda Kerr

                                    Dean Geyer               Guy Sebastian
                                & The Veronicas                                        Ben10
      Carson Kressley
Dora & Ben10
                                                               re s h
               In 2009, we launched a nationwide promotion with Dora the Explorer and Ben10, with four
               limited-edition cups featuring the very popular kids characters. Being conscious of how kids

                                                              f .
               react and respect their heroes on TV, Dora the Explorer and Ben10 were great characters
               for our kids cups.
               Kids loved our 4 unique cups, with cups selling in excess of 100,000 cups over 4 weeks
               we were proud to make thousands of our young Boosties and their parents very happy!

                                                             h s
                                                          es a
                                                        fr .
e sh                                                     as
 Design &      Who we are,
               what we do.
               We design to make a difference to people’s lives.     We understand that the most important reason we get
               We help people feel good by giving them an amazing,   more and more customers every day is because we’ve
               bright, funky shop and a safe, modern and enjoyable   got a great product, made each and every time with the
               work environment.                                     freshest and highest quality ingredients available.
                                                                     But, we also know that our future success depends very
                                                                     much on our ability to build a great brand and bond
                                                                     with our customers.

                                                                     So everything about Boost is designed to make a strong
                                                                     and lasting brand impression. Stores are designed so
                                                                     they have more than just a physical presence, they need
                                                                     to dominate the space they occupy and this is achieved
                                                                     through a high quality store fit-out, the latest in lighting,
                                                                     new & innovative fixtures and fittings, bright,
                                                                     bold seductive menu boards and of course the
                                                                     famous Boost graphics.

                                                                     All stores are designed to maximise space to create
                                                                     a productive & comfortable work environment for our
                                                                     staff. Every fit-out is a challenge as no two stores are
                                                                     the same. We endeavour to make each design unique
                                                                     in appearance, yet the systems and flow within the
                                                                     store are carried through every single fit-out. Despite the
                                                                     difference physically, the Boost brand stands out above
                                                                     all making each store instantly recognisable
                                                                     to our customers.

                                                                     Our incredible team members are passionate about
                                                                     giving our customers a great shopping experience and
                                                                     along with the row of busy blenders at the front of the
                                                                     shop, they are the focal point of a vibrant, theatrical
                                                                     celebration - the making and mixing of a great smoothie!

                                                                     So not only is Boost providing customers with an
                                                                     amazing product, through the design, shop fit and the
                                                                     fantastic staff - Boost is creating an experience!
fre .
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      as       sh
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e s          a
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      Our popular sto
                      res in Chile! Hola!

                mum, K

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                              Senay an City, I

 as                                                       Panoram
                                                                 a, Lithua
 fr . h        2009
                      Young retailer of the Year - Bec Willett
                      VIC/TAS Filed Manager of the Year - Evan Badlee
                      National Retailers Association Awards -
                      Training/Hr, Wesfield Best Food Retiler Finalist & Individual Achievement Award

               2008   Telstra Young Business Woman of the Year - Jacinta Caithness

               2007   National Retailers Association awards - Bank of Queensland Franchise Award
               2007   National Retailers Association awards - Supreme Reward for Best Retailer
               2007   Highly Commended - Supreme Award for Best Retailer

               2007   Nomination for Best Food Retailer
               2007   Nomination for Best Specialty Retailer
               2006   Governor of Victoria Export Awards - Commendation
               2006   Finalist NRA Best Franchise

               2006   Dolly favourite Youth 5 Minute Feed
               2005   Price Waterhouse Coopers Franchisor of the Year award – VIC

a          h
               2005   Price Waterhouse Coopers Women of the year award in Franchising – VIC

               2005   Price Waterhouse Coopers –Franchisor of the Year – Finalist

      fr .
               2005   Price Waterhouse Coopers– Women in Franchising – Finalist
               2005   AMEX Franchisor of the Year
               2005   Finalist International Women’s Veuve Clique Award
               2004   BRW Fastest Growing Franchisee 2005
               2004   Westpac Group Business Owner Award - National Winner
               2004   Westpac Group Business Owner Award - Victorian Winner
               2004   2004 Telstra Australian Business Woman of The Year
               2004   2004 Telstra Victorian Business Woman of The Year
               2004   My Business Readers Choice Award
               2004   Lend Lease Finalist of the Retailer of the Year Award

                                                                                                                         The success of Boost can be
                                                                                                                         attributed to several other factors,
                                                                                                                         including a combination of great,
                                                                                                                         fresh product, fantastic store
                                                                                                                         teams who are knowledgeable
                                                                                                                         about the products and strong
                                                                                                                         branding from day one.
                                                                                            Boost Juice Bars boast healthy            Hospitality
                                                                                            product and juicy profit.
    Janine Allis has turned a taste for smoothies and
    search for a health food retail concept into one of
    the surprise retail success stories of recent years.
                                                        “                                   Herald Sun

                                   The Age
                                                                           Boost Juice blends a success
                                                                           that’s overflowing!

                                                                           The Age

Janine Allis is the leader of the pack of
entrepreneurs eager to squeeze big profits
out of Australia’s growing love affair with
juice on the go.
                       My Business
                                                           Boost is an appropriate name
                                                           considering the staggering growth
                                                           this company has achieved. Boost
                                                           Juice is doubling its revenue every
                                                           three months, and now Janine’s

“   We don’t advertise for franchisees, but we
    are getting 100 enquiries a week including
                                              “                                         “
                                                           company is opening a new store
                                                           every week.
                                                                           Wealth Creator
    an average of 20 coming from overseas.
             BRW - Business Review Weekly

“    It’s a huge growth sector worldwide. Anything
     to do with improvements to one’s health,
     whether it be through exercise or eating or mind
     discipline, has enormous awareness worldwide.
     Businesses in those areas are experiencing
     a lot more customer demand.
         Australian Financial Review
Juicy Bits
Which industry do you see yourself operating in?              Customer Experience                                       Who would you consider the target audience to be?
                                                                                                                                                                                             as mu
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                                                                                                                                                                                                            & web
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                                                                                                                                                                                                                                                        ur loca
                                                                                                                                                                                                        ite or fr              s  for fur                e can’t
The wellbeing industry. Boost Juice is a healthy              Our training and culture have really put us above the     The target demographic is 15 to 35 years old, with our                   webs                  engine                 ential.
                                                                                                                                                                                                             search                  confid                   r you,
alternative to fast food. The wellbeing industry is           pack in this area. People can copy our colours, but not   core target market aimed at the 25 year old female who                  lib rary or          pecif ics are            ques   tions fo
                                                                                                                                                                                                             ncial s                     ent                rmatio
                                                                                                                                                                                                    as fina                     signm             the info
currently the fastest growing industry in the western         the experience!                                           loves life and is looking for a healthy alternative to fast food!
                                                                                                                                                                                                                        our as
                                                                                                                                                                                                           y an swer y                iv es you              sp onses
world. Obesity has now reached the height that                                                                          Although our current customer base ranges in age from 4
                                                                                                                                                                                                  actuall                    is kit g               lous re
                                                                                                                                                                                                                     that th                n fabu                  ve!
millions of government dollars are going into combat          The Product                                               years old to 80+ years – health knows no barriers!
                                                                                                                                                                                                   but w   e know            te y  our ow           ou ca   n achie
                                                                                                                                                                                                            ed to  formula              ek  now y
this problem. We are also in the love life industry,          At Boost we refuse to use anything artificial in our
                                                                                                                                                                                                   you ne                     ades w              at Boo
                                                                                                                                                                                                                       per gr           e team
where you come to a Boost and leave with a smile.             smoothies & juices. Our smoothies are all at least        What types of media have you used for advertising                                    t the su           om th
                                                                                                                                                                                                    and ge              best fr
                                                              98% fat free. Even though we have minimised the fat       and how effective were they?                                                           All the

Who do you see as your competitors?                           content we have not reduced the nutritional value and     We have used radio extensively for both tactical and
Primarily other juice bars such as Nudie, Gloria Jeans        the goodness in our smoothies! Many of our smoothies      strategic campaigns, and we find it to be very effective

                                                                                                                 fre .                                                                                                         es
New Zealand Natural or other outlets offering healthy         are a fantastic source of calcium, which is essential     in reaching our audience. We have also used television
food and beverages. Secondarily, other fast food              for healthy bones.                                        and billboards for branding campaigns, and we will be

                                                                                                                                                                                                                             fr .
outlets. There is a high level of entry into the Australian                                                             conducting a medium scale transit advertising campaign
market. No other juice chain has made any significant         Janine collaborated with Sara Lee in October 2003 to      for What’s ya Name Game in 2009. Aside from this, various
effect on our business.                                       create the very special TD4 yoghurt that makes Boost’s    local marketing initiatives have also utilized different media

                                                              smoothies so unique. We have worked for years on the      including regional radio, email, TV, newspapers and other
                                                              yoghurt formula to make sure that the smoothies taste     publications.
How do you differentiate your product to that of              great. This product is exclusive to Boost Juice. The

your competitors?                                             supplements are also formulated specifically for
The Brand                                                     Boost Juice. For more information on all of the Boost

Boost Juice prides itself on a brand and culture that         products please see the menu section on our website

has been built upon positive attitudes. Janine Allis,         at

Boost founder and CEO, believes that, ‘Once you’ve
put the right people in place, everything is easy’.           Feedback

                                                                                                            f s.
Accordingly Boost carefully screens employees and             One of our competitive advantages is that we are
potential franchisees for personalities that suit the         absolutely about learning from our customers, listening

Boost Juice culture. The Boost Juice vision has been          to them and hearing about their experiences, so we
built upon the customer experience, which is a great          can continue to develop ways of improving. Our Boost

product served by friendly, efficient people in a positive Guarantee is on the wall of every single store, and
and energised environment.                                    we encourage customers to contact us if they have

                                                              any feedback. Their feedback is then forwarded onto
                                                              the relevant team member within the Boost Support
                                                              network to ensure appropriate action or follow up is

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