Beyond Juicery Franchise Partners Ricky Burch And Ross Hare Open Brookhaven Restaurant

Beyond Juicery + Eatery is opening in Brookhaven, Georgia on 25 July, extending the Michigan-founded smoothie, juice and cafe franchise through local franchise partners Ricky Burch and Ross Hare.

The new restaurant is at 4060 Peachtree Road NE, Suite E, and is being introduced with opening-day giveaways and community-facing promotions. The company said the Brookhaven store is its third Georgia location, making the opening more than a single-unit celebration. It shows that the brand's Atlanta-area franchise group sees room for repeat development in a competitive better-for-you food market where convenience, breakfast, lunch and snack occasions often overlap.

Beyond Juicery was founded in 2005 by Mijo Alanis and Pam Vivio and began franchising in 2018. The concept now has more than 50 locations, according to the company, with a menu built around smoothies, juices, wraps, salads and bowls. That mix has become a familiar franchise category, but it is also a crowded one. Operators have to compete with national smoothie chains, fast casual salad brands, coffee shops, grocery prepared-food sections and local wellness cafes. The Brookhaven opening therefore gives Burch and Hare a local execution test: whether the brand can become a routine stop, not just a healthy option customers try once.

Alanis described the Brookhaven expansion as part of the brand's broader move through Atlanta, while the release points to the franchise partners' local involvement. That split is the practical franchise story. Head office provides the brand, menu and launch system; the local owners have to turn those assets into neighbourhood habits. In a market like Brookhaven, where consumers have many restaurant choices, opening promotions can create attention, but the franchise economics will depend on repeat visits, speed, staffing and daypart balance.

The store also reflects a broader trend in food franchising: founder-created regional concepts pushing into secondary growth markets through multi-unit partners. Many emerging brands are no longer trying to leap from a home region to every major metropolitan market at once. Instead, they are looking for local operators who can build clusters, learn the trade area and create marketing efficiency across several stores. Beyond Juicery's Georgia growth fits that pattern, especially if the Brookhaven launch strengthens visibility around Atlanta.

For franchise candidates, the opening is useful because it shows both opportunity and operating pressure. Health-positioned food concepts can benefit from consumer interest in freshness and convenience, but product quality and labour discipline matter. Smoothies and juices can be high-frequency products, while wraps, salads and bowls can broaden ticket size and lunch demand. The model has to execute across all of those occasions without becoming too complex for front-line teams.

Brookhaven is now the next data point. If Burch and Hare can build early traffic and maintain consistency after launch week, Beyond Juicery will have a stronger local case for additional Atlanta-area growth. For a franchise system founded by Alanis and Vivio and now scaling beyond its original base, that is the kind of repeatable market evidence that matters more than a headline unit count.

The practical watch item is whether the Brookhaven restaurant becomes part of a true local cluster. A single store can trade well on novelty, but a clustered franchise market usually needs shared hiring, local marketing discipline and enough customer awareness for the brand to feel familiar across nearby suburbs.