Well, unlike our RIM counterparts, Booster Juice is not
holding back. They are looking for potential markets everywhere around the
globe and not surprisingly; their new target is two stores in Curitibia, Brazil.
Moreover, they already have the Brazilian Thunder smoothies which are a blend
of what the Brazilian should enjoy among the many varieties on offer.
An interesting point to note is that they have strategically
opened these stores ahead of the 2014 FIFA World Cup and 2016 Summer Olympics which
will be hosted in Brazil. Mr. Wishewan’s dream is to increase brand awareness
of Booster Juice globally, what a more opportune time to do it than before the
FIFA World Cup and Olympics?
All this is in addition to new franchise expansions in Mexico which I didn’t mention earlier. Mr. Wishewan hopes to expand his
franchise to the United Kingdom and Qatar in the near future. He believes that
global expansion will not hurt the company, but rather be beneficial in many
ways. Furthermore, he said his goal was always to be an international company,
yet being cautious; I suppose in the sense of maintaining control and ensuring
the business is successful in each country before expanding in many countries and then
realising a few of them aren’t doing so well.
Do you think that Booster Juice will gain worldwide brand
recognition? They are already
in four of the seven continents, viz.: North America, South America, Europe and Asia. What are their odds of being in every continent?
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