Increasing real estate options is also a new growth strategy for the Planet Smoothie brand as a whole. The company is expanding its preferred sites to include concession units and alliances with big box retailers and department stores.

The standard Planet Smoothie concept will continue to grow in its current vibrant-color design, while the cafés will be decorated with muted pastels to create a more relaxed, lighter, airy feeling, as Morocco describes it. The clear, backlit menuboards are set off the wall. Colorful pipes that look like giant straws float from the ceiling, and backlit, encased fruit displays hang as artwork. There are both high-top wooden tables and chairs and softer couch seating. Free Wi-Fi access encourages patrons to stay a while.

Breakfast choices include muffins, sandwiches, the Acai Energy Bowl (made with the Brazilian “super fruit”), and PJ’s coffee. Top-sellers at lunch and dinner are the wraps, which include the Sweet and Sour Chicken, Chipotle Chicken Caesar, and Sundried Tomato and Turkey, among others. Sandwiches are available on ciabatta, pita, and wheat bread. Salads include the Asian Chicken and Caesar. There are 27 varieties of smoothies, including an Acai version.

The 18 café stores now open see between 150 and 175 customers between 7 a.m. and 8 p.m. at each location, with an average check of $7.50. More than 40 percent of the product mix is food, which is pleasing at this stage, Morocco says. It might take some time for customers to associate Planet Smoothie with food, but as they do, Morocco forecasts the brand to become the “undisputed leader in the smoothie segment.”