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Inside 03

04

The Word according to J About Boost Wellness Category A Boost is Born Our Products Our Menu Complementary Products Supermarket Range

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Thanks for your interest in Boost Juice Bars! This kit contains a bit about how we started, our stores, our marketing & more! There is heaps more information available on our website - www.boostjuicebars.com.

16

Celebrities at Boost

17

Celebrity endorsements

18

Design & Development

20

Boost international

22

Awards

06

Meet the THINK Tank

23

Quotes

08

About Janine

24

Juicy Bits

09

The Boost Story

12

Love Life ...love the environment

13

Marketing & Promotions Branding Major Campaigns Big Banana Peel What’s ya Name Game VIBE Club Customer Relations Boost your Life Barry Boost Jeans for Genes Pink Ribbon Day VIBE Newsletter School Fundraising

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We hope this kit helps you to get to know us a little better!

ent: m e t a t s n o si Boost mis the f o e n o e “To becom amous f t s o m s ’ d worl ands!” r b d e v o l &

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The word according to

About

Boost Juice Pty Ltd incorporated in March 2000. Directors Janine Allis Jeff Allis Geoff Harris Marc Besen Rod Young

Company Secretary Amy Roy

ended s such as bl sh alternative fre r, ie th al he for ies”. omenon with called “Smooth ing retail phen it drinks - also az fru am an ar is ye e ores a Boost Juic for over erage of 28 st en operating form of an av exceeding er ov a growth plat rn ry has now be tu go p te ngth to ou ca re gr st is a m Th s. With s to grow fro e is the ic ue in Ju nt t co for seven year os d Bo an m, itability of the 16 years 00 per annu ignore the prof Southern ot e th nn ca $AUD85,000,0 in e r ne O ba . strength ent of the Juic and smoothie he retail segm “T an any other t. th largest juice ke es e ar tri w m un d ie co an smooth strong d is in more siness remains ores that have bu st Hemisphere an 0 ie ive th 20 sit oo er po ov Sm and will show world. With ost Juice is this segment juice bar in the ice ort years, Bo confident that sh e n ar ve ctor of the Ju se ire , in D ks retail networ ,” Dan Titus, been opened ar d ul ye sf an es e is ic th cc s Ju su in t lia’s mos am ga stated. “The one of Austra d Executive Te ie Association e. th ur an nt oo d ar ve Sm Bo d ive at an ity a lucr e. ss qual with a first-cla retail experienc siness is such orld Smoothie bu s of combined ar ld all over the w ye so S2 0 e 13 $U ar er ts ed at uc od tim pr es - with ov ie pe an s -ty rate Smoothie s; in bars, mov ry alone gene n by more d golf course ow an gr s The US indust ip s ng sh ha ei d se se are on crui per annum an ars. The ls. Companies billion dollars s and hospita e past four ye th tre onsumers r C ea fo th ty. ar ni ye rtu il ch growth oppo t growing reta a than 30% ea es as st thy t fa e ke th ar m of this soda; the heal ory is one alternative to alth issues are an he Wellness Categ r d in fo s an g ct y in fle sit ok re lo be g in are e world. O e expressin categories in th consumers ar and companies , at th es tri es un ud co tit l th. at ues for al massive grow becoming iss thie trend.” y are seeing or eg e the smoo at C th s e ar es es ic ju d the Welln an s thie ception. Smoo ers who Boost is no ex ium. Consum nn ille m w ne e th of h or a nc od lu fast fo rger for a quick hambu d se opting ha rc w pu no once snack are a mid-morning r fo r ba y nd ca

Stores opened as at December 2009: 180 Countries Boost is located in: Australia UK Chile Kuwait Hong Kong Estonia Mexico China Singapore Macau UAE Thailand

South Africa Indonesia Lithuania Malaysia Germany

Coming soon... New stores in Hong Kong and Indonesia!

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is born!

r er, without he Boost howev be t g no in ld az ou am w Boost s achieved team that ha today! phenomenal to where it is ow the brand gr lp ing in he at to er gs op in th 200 stores er ov s ia, ha w Boost no iddle East, As ughout the M ro th d an lia Austra uth America! Europe and So

ssible, and healthy as po as e ar at th to make the oducts n market pr ch new ways lia ar ra se st re Au TD4 to e s th continue er range of w a hole in a consumer and better. H r As Janine Allis sa . tte ies ive th be at oo ts rn sm te uc in the st food al y prod yoghurts used for a healthy fa anything health n llis d hi ze fin op fro to m t d er fa le th w s gg s stru reptococcu of time, lo st t s or re sh ltu l she had alway cu na as w e tio ded nutri contain liv ink when she lbruekil for ad y for her de th al s to eat and dr he of illu t ac ng ce ob hi fa ct every and la find somet s experienced and raised particularly to fits. Janine ha business plan a ne or in the first d be flo pe e lo th t ve g ep de tin sons. She g in the conc , from pain in ny st pa ve m in co ds gotiating the e en ne th ugh fri e store, to th in ng $250,000 thro ki or w store and underway. juice bar chain. to get the plan se of another ha rc pu s ropath rstand nists and natu ted with nutritio to fully unde oothies sm d an Janine consul allowed her es s. ic ju s es y ha sin th al bu is g he Th in enu of of a grow flavours to create a m lop all aspects tives, artificial ve va de er d es an pr of eating that were free nate about cr She is passio and colours.

Janine Allis Founder

Our Menu: read analy 30B Ban c ney for on

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99% fat

vita booster

energiser booster

multi-vitamins & minerals +

-fat Smoothies

Lowoothies made fresh real fruit sm

strawberry squeeze

blueberry blast blueberries, banana, apple juice, TD4 vanilla yoghurt, sorbet & ice

all berry bang

banana buzz

strawberries, raspberries, blueberries, apple juice, TD4 strawberry yoghurt & ice

banana, honey, low fat milk or soy, TD4 vanilla yoghurt & ice try it with a dash of cinnamon!

passion mango

tropical storm

mango, passionfruit, tropical juice, TD4 mango yoghurt, sorbet & ice

mango, banana, tropical juice, coconut milk, TD4 mango yoghurt & ice

protein booster

echinacea, vitamins A & C,

soy protein & whey protein +

Not suitable for children under 15 years or pregnant women. Should only be used under medical or dietary supervision. Formulated for sports people to help in achieving specific nutritional or performance goals. + For full ingredients refer to www.boostjuicebars.com

no added freshly squeezed,

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super powers fat smoothies with

energy lift

gym junkie

mango, banana, tropical juice, TD4 mango yoghurt & ice + an energiser booster

contains over 25g of protein!

strawberries, banana, low fat milk or soy, TD4 vanilla yoghurt & ice + a protein booster

brekkie to gogo banana, toasted muesli, honey, low fat milk or soy, TD4 vanilla yoghurt & ice + an energiser booster

watermelon crush freshly juiced watermelon, tropical juice, sorbet & ice

berry crush

tropical crush

raspberries, strawberries, blueberries, apple juice, sorbet & ice

zinc & green tea

Juices

mango tango crush mango, passionfruit, mango nectar, tropical juice, sorbet & ice

mango, banana, tropical juice, sorbet & ice

lemon crush freshly squeezed lemon & orange, sorbet & ice

ies

Skinny Smooth a medium size has

sugar

two & five juice

the juice of 2 oranges, 1 apple, 3 carrots, 1 piece of celery & beetroot + a vita booster based on original size, quantities of fruit may vary slightly.

as only two the same calories

apples!

mini-me mango

wild berry juice

freshly juiced pineapple, apple, raspberries, strawberries & blueberries + an energiser booster

energiser juice

freshly squeezed orange, strawberries & banana + an energiser booster

immunity juice

freshly juiced watermelon & orange, strawberries + an immunity booster

e yeour Crewantju ic o not suitable for children under 15 years. recommended consumption one per day.

choose from banana, apple, orange, watermelon, pineapple, carrot, celery, beetroot, ginger, passionfruit, strawberry, blueberry, raspberry, mango, lemon, mint & cranberry

skinny minnie melon

mango, passionfruit, mango nectar, TD4 vanilla yoghurt & ice

freshly juiced watermelon, raspberries, passionfruit, apple juice, TD4 strawberry yoghurt, sorbet & ice

berry berry light

blueberries, strawberries, guava nectar, TD4 strawberry yoghurt & ice

thies

oo Indulgence Sm raspberry ripe

per Smoothies

mango, green tea, mango nectar, TD4 vanilla yoghurt, sorbet & ice + an immunity booster

immunity booster

raspberries, banana, mango nectar, TD4 mango yoghurt & ice

strawberries, banana, apple juice, TD4 strawberry yoghurt & ice

green tea mango mantra

guarana, ginseng & vitamin E +

janine’s favourite

mango magic

mango, banana, mango nectar, TD4 vanilla yoghurt & ice try it with passionfruit!

low

For a nutritional breakdown of our products, please visit the ‘Products’ section in our website - www.boostjuicebars.com

chocolate, raspberries, coconut milk, low fat milk or soy, TD4 strawberry yoghurt, sorbet & ice

king william chocolate chocolate, banana, low fat milk or soy, TD4 vanilla yoghurt & ice try it with strawberries!

c k a ck a p P r r e w e o P w 1 $ o P 1 $ Give a Boost! Buy a Boost, Give a Boost!

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boos with uth Charities. Yochildren pack and we’ll fund five3Vitamin A supplements wer ralian to Grab a $1 Po lp support Aust he to n tio da un suffering from malnutritionin the Pacific. The Boost Fo for more info visit www.boostjuicebars.com

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Geoff Harris

Jeff Allis co-founded the company with Janine and focused on the company strategy, leasing, marketing and brand position within the Australian market. In his spare time he was also the Director of Programming for Austereo - Australia’s largest radio company. Jeff is also involved with the Boost marketing and brand development in all markets. When former CEO Simon McNamara resigned in October 2007, Jeff took over the reigns as the new CEO for Boost Australia. Check out Jeff’s mini interview in the ‘About Boost’ section of our website.

Geoff Harris, co-founder, mentor and major shareholder of Flight Centre Limited, approached Janine mid-2001 with great confidence in her Boost Juice concept. He subsequently bought 20% of the company and lends to the success of Boost his substantial 20 years of experience with Flight Centre, which operates 1,250 company-owned stores across 6 nations and employs over 5,500 staff (as at 30 June 2003). Additionally Geoff is on the board of directors for the Reach Foundation, which is a Melbourne-based charity organisation committed to supporting & developing our youth.

Scott Meneilly

Janine Allis Jeff Allis

the THINK tank

Meet

Janine Allis is the founder of Boost Juice Bars and the brand is a reflection of her enthusiasm and energetic personality, crystallized in the love life culture.

Scott is Boost’s General Manager of Boost Australia and International. Scott started on his Boost journey in June 2008 as the leader of Boost company stores and in just a few short months has flown high to the General Manger position. Scott now looks after 200+ of our Australian and International stores, with even more stores and countries on the way! Prior to joining Boost, Scott was the CEO of Body Bronze, leaving to lead the Boost brand. Scott has always had a passion for juice and smoothies, in the past he has even owned his own juice bar in Melbourne!

5

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the THINK tank

Rod Young

Rod Young plays an integral role as an advisor to the Boost board. He is generally regarded as Australia’s leading franchise industry consultant. Rod is the Executive Director of DC Strategy, a company widely-recognised in the region as the leading distribution strategy, franchising and international consulting group. With over 25 years experience in franchising, licensing and business development in Australia, Europe and the United States of America, Rod remains a key advisor to Boost.

Meet

Marc Besen

Marc Besen is the founder of the incredibly successful Sussans Group which has over 1000 fashion retail stores in Australia and has therefore been a retailer since 1950. He has also been a property developer for 54 years. Marc and his family own a major Shopping Centre and the TarraWarra Estate Winery and Vineyard in the Yarra Valley, as well as a number of other investment vehicles. Marc is regarded as one of the most successful business retailers in Australia.

About

Janine

Janine Allis is Founder and Managing Director of Boost Juice Bars – the largest and fastest growing juice and smoothie chain in the Southern Hemisphere. With outlets in more countries than any other smoothie chain, and currently pursuing an aggressive international expansion strategy, Boost Juice is well on the way to achieving their aim of the worlds most loved and favourite brand. Janine and her team have grown the innovative youth-based business from one store in Adelaide, South Australia to over 200 stores in Australia, Chile, Indonesia, Singapore, South Africa, UK, Kuwait, Macau and Portugal with more countries to follow. She has previously worked as a publicist in the arts and entertainment industries, a cinema manager in Australia and Singapore, an advertising executive and as a head stewardess on David Bowie’s yacht.

Janine Allis - Business Secrets

Boost Your Business

h s e r f . s a

Being a working mother of three sons and a daughter she is an advocate for healthy eating and living. With a hectic urban lifestyle in Melbourne, Janine understands first hand the demands life can put on an individual. Janine’s desire to own her own business led her to look at the retail market and review what the market was lacking as a consumer. Janine and her husband Jeff trialled a number of businesses including publicising and touring comedians, but nothing truly got the business juices flowing. That was until they noticed there was a lack of truly healthy fast food in the market place. Janine did extensive research world wide and started to develop a business concept that was different to anything else that was in the

Australian market place. Her vision was to do retailing differently, delivering a unique customer experience based on the “love life” philosophy of Boost. Janine’s leadership style is natural, warm, giving and inspiring, with people extremely motivated by her to achieve amazing results. Janine describes herself as having a very ‘hands on’ approach toward the running of Boost Juice, which has enabled her to fully understand and develop the growing business. She now recognises that her role currently is less of a manager and more of a leader. Boost has won numerous prestigious awards over the years including being inducted into “My Business” Hall of Fame, ARA Retailer of the Year in 2007 and Amex Franchisor of the Year in 2005. In 2004 Janine was also recognised as Telstra’s Australia Business Woman of the Year.

h s e r f . Today Janine is the Managing Director of Boost Juice Bars. She is a perpetual student, surrounding herself with amazing business people and soaking up ideas like a sponge. One of her greatest strengths is her ability to see her faults and ensure that the people around her compliment each other to guarantee that the Boost leadership team is strong and built for success. “At the end of the day we have to try to keep life and business simple”, she says “...and enjoy the journey as much as the results”.

Boost is an amazing Australian success story.

6

Story

The What’s the buzz? Since its inception in 2000, Boost has become a talking point for the Australian media and consumers alike because the brand provides new experiences and opportunities on so many different levels. There has been a great deal of focus on Janine Allis, Boost founder and CEO, who achieved major success with the business while at the same time being a wife and mother to her three young boys. Other points of interest have included the fact that Boost provides a healthy alternative to fast food, and there has also been much discussion about the unprecedented growth and success of the Boost brand. Janine Allis, CEO and mother Janine Allis has managed to grow the Boost Juice empire from one to over 200 stores in 7 years, while also playing the role of wife and mother to her growing family. She has provided inspiration for Australian business women and mums alike, by proving that you can juggle a successful career with motherhood. Her role as CEO of Boost Juice has led the company to achieve many awards and accolades, including the AMEX Franchisor of the Year, and Janine was also awarded the Telstra Businesswoman of the Year award in 2004. Boost, the healthy alternative to fast food In an age where childhood obesity is said to be at epidemic proportions, Boost offers a healthy alternative to other fast food options, which is encompassed in a brand perceived to be ‘cool’

by young consumers. The menu offers more than 20 delicious juices, smoothies and crushes which were all developed with the assistance of a nutritionist, and all are at least 98% fat free and free from any artificial flavours or colourings. The growth of Boost Juice Bars With the emergence of the juice bar industry in Australia from 2000, Boost was the only brand to grow very big very quickly. When Boost had reached the 100 store milestone in 2004, the nearest competitor, Viva Juice, had 24 stores, and in August of that year Boost acquired the Viva chain to take the total number of Boost Juice Bars to 124. Now Boost Juice is in more than 15 countries around the world and growing.

Innovative retail concept While the juice bar concept was relatively new for Australia, the way in which Boost presented the concept was also new for retail in general. Boost was never simply about the

OUR Guarantee • • • • • • •

Make fresh nutritious stuff that tastes great Only always, forever and ever and ever use natural ingredients Never use artificial anything Be polite enough to call you by your first name Always deliver amazingly friendly service Continually be on the prowl for new ways to help improve your health Make you feel great, give you something to smile about and always give you a reason to choose Boost!

healthy and great tasting juice or smoothie – the brand is based on the entire Boost Experience which takes place every time a customer enters a store. This experience is a combination of a fantastic product, served by positive and energetic people who greet you with a smile and are polite enough to call you by your first name, in a bright and colourful store environment with fun music to match. This point of difference is further enforced through the brand’s unique tactical campaigns, the customer relations strategy whereby every customer email is responded to personally, and the VIBE Club loyalty program which rewards loyal customers. International growth Recently, there has been a great deal of focus on Boost’s growth internationally. Boost Juice Bars have been opened in Chile, Thailand, Malaysia, Germany, Lithuania, Dubai, Kuwait, Indonesia, South Africa, Portugal, UK, Singapore, Hong Kong, Macau and Estonia, with a number of countries to follow soon!

Moving forward After Janine’s plans for global domination took off, she decided to form the Boost Investment Group (B.I.G.) for further ventures in Australia. B.I.G.’s first acquisition is Mexican food outlet chain Salsa’s. BIG and Salsa’s are now expanding throughout Australia, with 12 stores already taking the Salsas message to the people!

For more information visit www.boostjuicebars.com

o h w le p o e p h t i w f ” l r e s e r h u g o i y h nd u u o ” o ! y r d r t o u f o s i g l o y l o s t n e st “o ng a i t o g n a c are y h alt

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The Franchising Boost Juice commenced franchising in 2001 and we have now opened over 200 stores. With our systems, processes and our committed team, we have an incredibly strong and sustainable base in which to spring-board in to the world market. In 2005 Boost Juice was voted as one of the top three most admired franchisors in Australia. Boost has also received the prestigious award of American Express Franchisor of the Year in this same year. These awards were won based on a win-win attitude with both the Franchisee and the Franchisor. Boost have adopted this attitude in embarking on its major international expansion strategy and with Master Franchisees already appointed in Indonesia, Chile, Singapore, UK, South Africa, Kuwait and throughout the Middle East, the search is now well underway to secure the right Partners to continue the brand’s high growth and high profit success story in new markets, all over the world. “Whilst we will continue to grow in our domestic market, we are also pursuing our goal to become ‘One of the world’s most famous and loved brands’, by becoming truly global – and with the volume of international queries we receive each day, we are confident that we will find the perfect partners to make this a reality. It is critical for us that we have a good working relationship. This is a long term arrangement and you need to have trust and respect both ways for it to succeed.” Janine said.

One of our multi-site partners, Stuart Slater states:

“Just being part of the brand that is Boost and all the positives that come with it, it is just such an unbelievable opportunity for any partner to be part of this highly professional franchise”. “I looked at all the franchise systems out there and no one came close to Boost for my franchising and long-term business needs. You have a hot brand, sensational marketing, the best looking retail stores in Australia and a highly professional support team. My only regret is not becoming a Boost partner sooner!” - Stuart Slater Franchisee, Boost Juice Burwood, Bondi 1 & 2

For more information go to www.boostjuicebars.com

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business, e is h c n a fr Boost is a d the most n fi e w s n a y which me ssible to bu o p rs e n rt a Boostie p ide! res worldw to s r u o n and ru ... ........

The issue of global warming is one which concerns us greatly, with the amount of carbon dioxide released into the earth’s atmosphere increasing drastically over the last 100 years. The scary thing is, scientists are saying it’s not a natural occurrence; it’s actually the habits and activities of humankind which are causing the increase!

can be recycled, Australia is behind the 8 ball with regard to recycling it in a post-consumer state, as in, after you’ve drunk your smoothie! Unfortunately at this stage foam can only be recycled in larger industrial quantities. However with the help of our cup supplier Dart, we are trying to change this by initiating trials of foam recycling through shopping centres, whereby it can be turned into a range of different plastic items like pens!

h h s s e e r f f.resh . s s a as. The world has already started changing – we’re experiencing extreme drought and increased temperatures, glaciers are melting and there are more hurricanes and cyclones than ever before. It’s all pretty overwhelming, but the good news is there’s something we can all do about it. Actions can be as small as reducing your energy use at home by doing one full load of washing rather than multiple smaller loads, or using public transport and carpooling, through to funding energy efficiency programs and wind farms to neutralise your emissions.

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At Boost we’re currently looking into a number of different initiatives which will enable us to neutralise our own emissions, so stay tuned for further details! Onto other environmental focuses, in 2003 we commissioned the services of Visions Of Blue, an environmental communications agency to conduct a full audit into the various cup options available including polystyrene, plastic and cardboard. While previous research had shown that polystyrene uses fewer resources and creates fewer emissions during production, we wanted to make sure we were up to date with the very latest comparisons between the different options.

Unfortunately, most of the rubbish we humans produce still goes into the waste, whether or not it is recyclable. So we had to consider how we could produce the least amount of waste as well as using the least amount of resources during the production of our packaging. The good news is, the report showed us that foam does in fact release far less airborne emissions and toxins into the environment. The other important fact to come out of the report was that due to foam being 80-90% air, it creates less actual waste as every foam cup thrown away is equivalent to 3.6 paper cups of the same size. And for all you people out there who love our forests and our natural habitat, the production of foam cups does not require any trees to be chopped down! Recycling is the only issue with foam. Even though it

We know however that the best thing we can do is to keep rubbish to a minimum. That’s why we have our Boost reusable mugs available in every store, and to encourage you to purchase these we offer you a free BOOSTER every time you bring it in for a refill! Boost is committed to ongoing improvement and we will continue to review what we serve your Boost in to make sure that we are using the best product available! packaging. The good news is, the report showed us that foam does in fact release far less airborne emissions and toxins into the environment. The other important fact to come out of the report was that due to foam being 80-90% air, it creates less actual waste as every foam cup thrown away is equivalent to 3.6 paper cups of the same size. And for all you people out there who love our forests and our natural habitat, the production of foam cups does not require any trees to be chopped down! Recycling is the only issue with foam. Even though it can be recycled, Australia is behind the 8 ball with regard to recycling it in a post-consumer state, as in, after you’ve drunk your smoothie! Unfortunately at this stage foam can only be recycled in larger industrial quantities. However with the help of our cup supplier Dart, we are trying to change this by initiating trials of foam recycling through shopping centres, whereby it can be turned into a range of different plastic items like pens! We know however that the best thing we can do is to keep rubbish to a minimum. That’s why we have our Boost reusable mugs available in every store, and to encourage you to purchase these we offer you a free BOOSTER every time you bring it in for a refill! Boost is committed to ongoing improvement and we will continue to review what we serve your Boost in to make sure that we are using the best product available!

When this promotion is conducted, people take note of thier names! It is driven through radio, TV and transit advertising and has proven highly successful in driving new and existing customers into stores. We offer a “Free Boost” to people with a specific name every week day over a four week period.

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This promotion was conducted in March 2008, stores received specially marked cups! Cups had a special peel off section and we gave away prizes inlcluding a Mazda2, 5 awesome holidays and heaps of runner up prizes! This campaign made many of our Boosties very happy!

What’s Ya Name Game

Limited Edition Cu

ps with a str squeeze, awberry banana buzz or mang o magic !

Big Banana Peel

Boost conducts between five and eight major and minor campaigns through stores every year. These campaigns have proven successful in driving customers into stores, increasing store sales, and enhancing the “Boost Experience” for every customer.

Major Campaigns

Branding

Boost has been successful in building an extensive and well-recognised brand profile over the past five years. Methods utilised have included (and continue to include) public relations and media coverage, radio and television campaigns and a bright and interactive website.

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Customer Relations

The VIBE Club

The Boost loyalty program, known as the VIBE (Very Important Boost Enthusiast) Club has over 440,000 members nationally and is growing. VIBE members are entitled to special monthly offers and giveaways via the VIBE email newsletter. Especially important, members get a free Boost after buying 10 and also get a free Boost on their Birthday! The VIBE database has become a vital communication tool to Boost’s most loyal customers, and the database continues to grow every day.

One strategy which sets Boost apart from competitors is its customer relations. The “Boost Guarantee” asks customers to email Boost if they are not happy with the service, product, or experience they have encountered, and every single email is followed up within 1 working day. This has created amazing word of mouth marketing for Boost. This ensures customers have an opportunity for one-to-one communication if they want to share their experiences and feedback, whether positive or negative.

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This is also a great marketing tool for Boosts to contact local VIBE members with exclusive offers and deals!

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