Bruegger's Bagels and Jamba Juice are set to open their first co-branded store in Melrose, Massachusetts this coming March, according to an article by Kelsey Nash in the Restaurant Business. This store will be a first of several co-branded stores the two companies are planning to open. The partnership is seen as a perfect fit for both companies as their products complement each other.
Bruegger's Bagels is a well established chain offering breakfast and lunch options made from simple yet quality ingredient. Since its founding in 1983, the company has made a name for itself with its authentic New York-style freshly-baked bagels. Additionally, Bruegger's also offers signature egg sandwiches well-received in this niche.
On the other hand, Jamba Inc. owns and franchises several Jamba Juice stores. It is well known for its delicious whole fruit smoothies, freshly-squeezed juices and blends as well as hot teas which it also retails to restaurants. The brand also offers a variety of food items which includes sandwiches, breakfast wraps, hot oatmeal, energy bowls, baked goods and Artisan Flatbreads. As of last year, it operates 884 stores globally where 94 are company owned with the rest franchise-operated.
Yahoo Finance reports that Paul Carolan, Bruegger's Bagel President, confirmed that the two brands previously tested the co-branding concept in a smaller store located near the University of Connecticut campus. This new store to be opened in the Melrose location offers the perfect opportunity for the experience they gain from the smaller trial to be put to profitable use, with the planned extension of operating hours, improved interior design and menu extensions to cater to a more premium market.
David Pace, CEO of Jamba Inc, agrees with the assessment that indeed, the two brands will give a better service to their existing customers. Jamba will now have the opportunity to reach previously untapped customers that are already within Bruegger's reach. Meanwhile, existing Jamba customers could likewise easily access Brugger's extensive offerings.