Jugo Juice, the popular Canadian smoothie and juice brand owned by MTY Food Group, is accelerating its national expansion with the opening of a flagship store at Royalmount in Montreal. This new location sets a precedent for the brand with a design that stands apart from its over 100 locations across Canada.
“We wanted a modern, upscale look to match the style of Royalmount,” said Maria Elisii, Senior Vice President for Jugo Juice, during an interview with Retail Insider. “This is the first time we’ve done something like this, and we’re thrilled with how it turned out.”
A Unique Design Reflecting Montreal’s Vibrant Energy
The Royalmount flagship is unlike any other Jugo Juice location. Designed with luxurious touches, the store features mosaic tiles, honey-coloured wood finishes, and sleek circular pendant lights that create a sophisticated atmosphere. The store even departs from the brand’s traditional black-and-white logo, opting for a chic gold version that aligns with the mall’s upscale aesthetic.
“We changed the logo to gold specifically for this location,” Elisii explained. “It was all about elevating the brand to fit seamlessly into this premium environment.”
Despite being a juice bar, the space offers a cozy seating area with six to eight seats—a rarity for Jugo Juice, which typically focuses on quick-service layouts. The open-front design allows patrons to enjoy views of the mall, creating an inviting spot for shoppers to relax.
A Strategic Location in Montreal’s New Retail Hub
Royalmount, a new luxury shopping and entertainment complex in Montreal, was a key factor in Jugo Juice’s decision to elevate its design. “I live in the Town of Mount Royal, so I watched this mall being built from the ground up,” Elisii shared. “It was exciting to be part of something so transformative for Montreal’s retail scene.”
Positioned on a curved section of the mall’s second floor, the flagship benefits from high visibility. It faces the soon-to-open aquarium and sits near popular retailers like Mango, Sports Experts, H&M, and Zara. “Our demographic aligns perfectly with Royalmount’s visitors,” Elisii noted. “We wanted to create an environment that resonates with the shoppers here.”
Strong Customer and Industry Feedback
Since its grand opening on August 15, coinciding with Elisii’s birthday, the flagship has received overwhelmingly positive feedback. “Our loyal customers were wowed when they saw the new design,” she said. “Even franchisees are asking if they can incorporate similar elements into their locations.”
Landlords have also expressed interest in the new look, recognizing its potential to enhance the visual appeal of their properties. “We’ve had landlords tell us they want this design in their malls,” Elisii added. “That kind of feedback is invaluable.”
Setting the Benchmark for Future Expansion
Jugo Juice is in a growth phase, with eight new locations planned for 2025 and another ten in the pipeline for 2026. “The Royalmount store has set a new benchmark for us,” Elisii confirmed. “We’ll definitely be incorporating elements of this design into future stores where it makes sense.”
While the flagship is unique, the brand remains committed to its core identity. “We measure success through customer feedback, sales, and brand recognition,” Elisii said. “Royalmount checks all those boxes.”
Nationwide Presence with a Focus on Key Markets
Founded in Calgary in 1998, Jugo Juice has grown to over 100 locations nationwide. Its strongest markets are Quebec, Ontario, Alberta, and British Columbia, with new stores also in Halifax and other regions.
“Ontario is a key growth area for us right now,” Elisii noted. “We recently opened a beautiful store at Queen and Woodbine in Toronto, and the response has been fantastic.”
In addition to the Toronto expansion, Jugo Juice is targeting underrepresented markets in Ontario, focusing on suburban areas with high growth potential. “We see significant opportunities in suburban communities where health-conscious lifestyles are thriving,” Elisii explained. “Our goal is to ensure Jugo Juice is accessible in both urban centres and growing suburban neighbourhoods.”
The brand is also looking at strengthening its presence in Western Canada, with plans to open new locations in British Columbia and Alberta. “Vancouver continues to be a strong market for us, and we’re exploring new sites in Edmonton and Calgary to support our Western Canadian roots,” Elisii added.
Despite its Western Canadian roots, Jugo Juice has found success across the country. “We’re in all provinces, and our expansion strategy is tailored to each market’s unique dynamics,” she explained.
A Franchise Model with Strong Support
Jugo Juice operates primarily through a franchise model, with only one corporate-owned location. “We support our franchisees from start to finish—from selecting the location to lease negotiations and the grand opening,” Elisii said. “It’s a partnership, not just a business relationship.”
The Royalmount store is a franchise location, and its success has already inspired interest from both existing and potential franchisees. “We’ve had franchisees visit and say, ‘I want my store to look like this,'” Elisii shared.
Menu Innovations Reflecting Health-Conscious Trends
While Jugo Juice is known for its smoothies and juices, the brand continually evolves its menu to meet changing consumer preferences. The latest addition is a line of smoothie bowls, launched at Royalmount and now available nationwide.
“Our smoothie bowls have been a hit,” Elisii said. “We’re always looking at trends and doing R&D to keep our menu fresh and exciting.”
Health remains the cornerstone of Jugo Juice’s offerings. “We use real frozen fruit, coconut water, and other natural ingredients—no fillers or artificial stuff,” she emphasized. “We’re committed to promoting a healthy lifestyle.”
The Royalmount Advantage
With amenities like an outdoor skating rink, a state-of-the-art cinema, and the upcoming aquarium, Royalmount offers a dynamic environment for retailers.
“It’s not just a mall; it’s a lifestyle destination,” Elisii said. “You can spend an entire afternoon here, whether you’re shopping, dining, or just enjoying the atmosphere.”
Accessibility has also proven to be better than some had anticipated. “Despite initial concerns about traffic, it’s easy to get in and out, with plenty of parking and public transit options,” she noted.
As Jugo Juice celebrates over 25 years in business, its Royalmount flagship represents both a nod to the brand’s heritage and a glimpse into its future. “We’re proud to be part of Royalmount and even prouder of what we’ve achieved with this flagship,” Elisii said.
