Organic Avenue is launching a vegan grab-and-go element, including hot food, to its on-trend cold press juice shops, Side Dish has learned.
The move, slated for spring, is a step above and beyond its rivals.
“Our goal is to become the definitive destination for organic breakfast, lunch and cold-pressed juices, which gives us endless possibilities for expansion in key metropolitan markets around the country,” Martin Bates, Organic Avenue’s CEO, told Side Dish.
The former chief executive of Pret A Manger, Bates is using his experience there to help create and launch OA’s vegan grab-and-go concept.
“During my years at Pret A Manger, I watched as New Yorkers became more discriminating and the demand for healthier breakfast and lunch options grew,” said Bates. “People wanted to know what was in their food and why. Organic Avenue takes health to a new level, providing a delicious solution for New Yorkers looking to raise the bar on their health and wellness.”
Starting this spring, OA will introduce a variety of organic breakfast and lunch options, including a new line of “flavorful wrap sandwiches packed with crisp vegetables,” Bates said.
The second phase of the grab-and-go roll out will be the introduction of hot oatmeal and other new breakfast foods, part of the company’s goal of making it easier for New Yorkers to add a healthful balance to their daily routines.
The 10-store chain is also set to launch six stores this year, beginning in February with a 1300 square foot space at 640 Broadway in the East Village. Similarly sized locations at 5 Bryant Park, and 254 Park Ave. South will follow in April.
“New Yorkers are learning that that a key to healthy living is truly understanding what you are eating and why,” Bates said, adding that OA customers don’t just buy juice and healthy food at Organic Avenue, they also talk about nutrition with OA’s “wellness concierges” who offer free nutritional consults.
“Our in-store advisors have extensive nutritional knowledge about all of our foods and juices,” he said.
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