Q. “How much do club members spend on items at the smoothie/juice bar? What percentage of a club’s annual revenue can we expect to come in from a non-dues profit center like this? What are some of the top-selling items to have on the menu?”
A: What is your “motive” for adding a smoothie/juice bar?
If it’s strictly for revenue gain (following the logic of industry profit center approach speak) ... think again. Anyone can create a profit center strictly for the purpose of increasing revenue. That’s easy. The real “meat” is to focus solely on what you’re great at, what really drives in revenue, then improve on that specific approach.
“The risk of insult, is worth the price of clarity”!
Remember that phrase, as you will hear it often from us for evaluating everything we do for the customer. Case in point:
- If you are trying to offer healthy, nutritious meal replacements through smoothies, then you are doing a disservice to your clients. Smoothies, regardless of their composition are laden with sugar. Carbohydrates are sugars. And they are “ranked” in there natural state on category levels of 1-10. One being readily available sugars that are less desirable sugars (fruits like banana’s, grapes) and Ten being slowly delivered sugars that are most desirable (like broccoli , cauliflower, etc.)
You might as well serve snickers bars if your blending fruits for smoothies. When you blend fruits you are breaking down the sugars into the fastest possible delivery source creating insulenemia which is a rapid release of sugars into the bloodstream and the leading precursor for onset diabetes. On the opposite end of the spectrum, no client will purchase a blended mess of cruciferous veggies from you as the taste will send them running.
If you really have the clients interest at heart, stop and think about what will differntiate you from the average industry competitor whom offers smoothies. After all, this is about your clients correct? Maybe you might want to inform them of the dangers of these so called shortcuts to health, and educate them on the importance of balance in the diet for 5-regulated daily healthy meals of foods that include Meats-Veggies-Oil/Nuts. And by doing this you will break the unconventional mode for how you operate your center. Let your competition flounder by following ... you’re the leader!
Be creative! Why not create an informative interactive nutrition kiosk whereby clients can sign up to create their own meals and be held accountable for eating right.
But always check your motive ...
Hard Exercise Works
Editor’s Note: One of the most frequently consulted sections of IHRSA’s Website, ihrsa.org, is “Ask an Industry Leader,” which features answers from industry experts to a wide range of thought-provoking questions. Beginning this month, we’ll highlight some of them in this new CBI column.