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How Nekter Juice Bar is breaking away from the pack in a crowded segment

Co-founder and Chief Visionary Officer Alexis Schultze Parra collaborates with brands outside the food and drink category to grow the audience for juices, smoothie and bowls.

Patricia Cobe, Senior Editor

February 1, 2024

Alexis Schultze Parra became a fan of juicing as a California mom and yoga enthusiast before she co-founded Nekter Juice Bar 13 years ago. The healthy fast casual has since grown to over 300 locations, and in her role as chief visionary officer, Parra oversees culinary, supply chain, marketing and more.

Alexis

Alexis Schultze Parra

Although Nekter has a large core customer base for its convenient, nutritious and functional juices, smoothies and bowls, she is exploring new ways to grow this audience beyond the health-conscious consumer. Recent collaborations with beauty and gaming brands have created innovative menu items and attracted new users, she said.

Listen as Parra describes how she is evolving the menu to be both fun and functional, how she maximizes her role as a female leader through mentorship and her plans for Nekter in the year ahead.

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Nekter Juice Bar

About the Author

Patricia Cobe

Senior Editor

Pat plans and executes the menu sections of Restaurant Business and FoodService Director, covering food and beverage trends, Menu R&D, profiles of chefs and restaurateurs and Technomic research. She also contributes to the digital content of both RB and FSD and is editor of two weekly e-newsletters, Recipe Report and On the Menu. Pat’s weekly podcast, MenuFeed, covers a wide range of menu topics through interviews with chefs and operators.

Pat came to Winsight from Hearst, where she was an executive editor. She is the co-author of the Mompreneurs series of books as well as two cookbooks. She graduated from Cornell University and earned a Masters in Journalism from Boston University. She is active in several professional organizations, including Les Dames d’Escoffier and the International Foodservice Editorial Council (IFEC), and serves as a judge for the James Beard Media Awards.

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