CHALLENGES TO BOOSTER JUICE

1. One of the biggest hurdles is finding suitable overseas partners.It is challenging to qualify an individual franchisee in Canada, but it is 10 times as important to choose the right master franchisor for an entire country, or major city. Breaking into the U.K. market is high on Booster Juice's list of priorities, but, after months of negotiations, Wishewan is still going back and forth with a possible partner there. The same situation is playing out with Booster Juice's attempts to get into Shanghai, China.


2. The challenge: Booster Juice dominates the Canadian smoothie market, but it is now attempting to expand internationally. Jamba Juice and Smoothie King have already cornered the U.S. market, while, overseas, potential customers don't even know what smoothies are. What's more, finding the right person to champion the chain in a foreign country can be difficult. Booster Juice must determine how to franchise on a global scale.


3. The other large challenge is to remain cutting-edge. Customers want to see changes within their stores. People that are advocates of BOOSTER JUICE come in three to five times a week and may be they want to see new product.

Link: MacLean, M. (2002, Sep 18). Booster juice plans to open 20 new stores by years end. Edmonton Journal, pp. G.3-G3. http://search.proquest.com/docview/252955555?accountid=3455