MARIETTA, GA – In a move that signals the strengthening of the "better-for-you" dining sector in the Southeast, Beyond Juicery + Eatery has officially announced the grand opening of its newest location in East Cobb. Scheduled for Saturday, May 16, the event marks a pivotal step in the brand’s strategic expansion across the Greater Atlanta area. Located at 4101 Roswell Road, Suite 901, the new storefront aims to bridge the gap between convenience and wellness, offering a menu that prioritizes fresh ingredients, functional nutrition, and a community-centric atmosphere.

The grand opening, themed "Beyond Good Vibes," is designed as a full-day celebration of health and hospitality. Guests attending the Marietta debut will be treated to an array of giveaways, prizes, and a firsthand look at the brand’s signature offerings, ranging from award-winning smoothies to nutrient-dense bowls and wraps.

Main Facts: A New Hub for Wellness in Marietta

The East Cobb opening is not merely a single-store launch; it represents the second footprint for Beyond Juicery + Eatery in the competitive Atlanta market, following a successful debut in Buckhead. The brand, which originated in Michigan, has built a reputation for its "fresh-forward" philosophy, catering to a demographic that increasingly demands transparency in food sourcing and nutritional value.

The Marietta location is spearheaded by a powerhouse duo in the local business landscape: hospitality veteran Ricky Burch and entrepreneur Ross Hare. Their partnership combines decades of operational expertise with a deep-rooted understanding of the East Cobb community’s lifestyle. The new restaurant will operate with extended hours to accommodate early-morning fitness enthusiasts and evening commuters alike, staying open Monday through Saturday from 7:00 a.m. to 8:00 p.m., and Sunday from 9:00 a.m. to 8:00 p.m.

A Menu Defined by Functionality and Flavor

At the core of the Beyond Juicery + Eatery experience is a menu that balances culinary indulgence with dietary mindfulness. The East Cobb location will feature the brand’s staple items, including:

• Customizable Smoothies: Utilizing whole fruits and vegetables without the fillers common in traditional quick-service juice bars.
• Made-to-Order Juices: Cold-pressed and fresh-squeezed options designed for maximum enzyme and nutrient retention.
• Sustenance Bowls and Salads: High-protein, fiber-rich meals that cater to vegan, vegetarian, and gluten-free preferences.
• Limited-Time Offerings (LTOs): To coincide with the spring and summer seasons, the store will debut the Broccoli Chicken Caesar Wrap and a trio of "Refreshers" in Blue Coconut, Dragon Fruit, and Mango flavors.

Chronology: From Michigan Roots to Georgia Growth

The journey of Beyond Juicery + Eatery is a classic American success story of identifying a market void and filling it with precision.

• 2005: Founders Mijo Alanis and Pam Vivio opened the first location in Birmingham, Michigan. At the time, the "juice bar" concept was largely relegated to niche health food stores. Alanis and Vivio envisioned a fast-casual environment where healthy eating felt accessible and mainstream.
• 2005–2017: The brand spent over a decade refining its operational model, perfecting supply chains, and building a cult following in the Midwest.
• 2018: Recognizing the scalability of the concept, Beyond Juicery + Eatery officially launched its franchising program. This move allowed the brand to export its "Good Vibes" culture beyond Michigan’s borders.
• 2020–2023: Despite the challenges faced by the restaurant industry during the global pandemic, the brand saw exponential growth. Its focus on digital ordering, contact-free pickup, and health-conscious menus resonated with a public more focused on immunity and wellness than ever before.
• The Atlanta Entry: After establishing a dominant presence in Michigan and Ohio, the brand set its sights on the Sun Belt. The Buckhead location served as the proof-of-concept for the Georgia market, leading directly to the current East Cobb expansion.

Supporting Data: Industry Recognition and Economic Impact

Beyond Juicery + Eatery’s expansion is backed by significant industry accolades and robust performance metrics. The brand has consistently outperformed sector averages in the fast-casual space, earning it a spot on several prestigious lists:

• Inc. 5000: Recognized as one of the fastest-growing private companies in America.
• QSR Magazine’s 40/40 List: Cited as one of the "40 hottest fast-casual concepts" with fewer than 40 locations (at the time of induction).
• Entrepreneur’s Top New & Emerging Franchises: A testament to the brand’s low barrier to entry for franchisees and high support levels.
• Franchise Times Top 500: Solidifying its place among the heavyweights of the franchising world.

Currently, the brand operates over 50 locations across Michigan, Ohio, Florida, and Georgia. The expansion into East Cobb is part of a broader development deal that anticipates several more units opening in the Peach State within the next 18 to 24 months. This growth provides a direct economic boost to the region through job creation and local sourcing partnerships.

Official Responses: Leadership on the "Beyond" Mission

The leadership team views the East Cobb opening as a homecoming of sorts for their wellness philosophy.

“We wanted to bring something to East Cobb that feels welcoming, convenient and genuinely good for people,” said Ricky Burch, co-owner of the East Cobb location. “Whether someone is stopping in for a smoothie after a workout, grabbing lunch during a busy day or bringing in family and friends, we want this to become a go-to spot for everyone. Our goal is to be a community staple where the energy is as good as the food.”

Mijo Alanis, co-founder of Beyond Juicery + Eatery, echoed this sentiment, highlighting the strength of the local partnership. “Atlanta has already shown such an incredible response to the brand, and East Cobb felt like a natural next step for us. Ricky and Ross have built a strong connection with the community, and we’re excited to continue expanding throughout the region while introducing more guests to what makes Beyond Juicery + Eatery special.”

The brand’s corporate culture also extends into social responsibility. A key component of their mission is the partnership with Rising Stars Academy, an organization dedicated to providing vocational training and employment opportunities for young adults with disabilities. By integrating these individuals into their workforce, Beyond Juicery + Eatery aims to foster an inclusive environment that transcends the typical restaurant-customer relationship.

Implications: The Future of Fast-Casual in the Southeast

The arrival of Beyond Juicery + Eatery in East Cobb is a microcosm of a larger shift in the American dining landscape. As consumers move away from highly processed "fast food" and toward "functional food," brands that can provide speed without sacrificing nutritional integrity are poised to dominate the market.

1. The Wellness Economy

The "Wellness Economy" is currently valued at over $4 trillion globally. By positioning itself at the intersection of fitness and dining, Beyond Juicery + Eatery taps into a high-spending demographic in East Cobb—an area known for its active families and health-conscious professionals.

2. The Franchise Model as a Growth Engine

The success of the Burch and Hare partnership suggests that the brand’s franchise model is highly adaptable to different regional nuances. By empowering local owners who already have "skin in the game" in their respective communities, the brand ensures that each new location feels like a local boutique rather than a sterile corporate chain.

3. Real Estate and Urban Planning

The choice of Roswell Road for the new location highlights a trend in suburban urbanism. Developers are increasingly seeking "anchor" tenants that promote a healthy lifestyle to drive foot traffic to mixed-use centers. Beyond Juicery + Eatery serves as a lifestyle magnet, drawing in consumers who are likely to frequent neighboring fitness centers, boutiques, and grocery stores.

4. Competitive Landscape

The expansion puts pressure on traditional juice bars and smoothie chains to innovate. Beyond’s inclusion of hot food items like wraps and toasted bowls allows it to capture a larger "share of stomach" compared to competitors that only offer liquid refreshments. This multi-daypart appeal (breakfast, lunch, and dinner) is a significant competitive advantage.

Conclusion: A Healthy Outlook for Marietta

As the doors open on May 16, East Cobb residents will have more than just a new place to eat; they will have a new partner in their wellness journeys. With a proven track record, a mission-driven corporate culture, and a menu that refuses to compromise on taste, Beyond Juicery + Eatery is well-positioned to become a cornerstone of the Marietta community.

For those interested in the grand opening festivities, the event will run throughout the day at 4101 Roswell Road. Prospective franchisees looking to join the brand’s rapid Southeastern ascent can find more information at the company’s dedicated franchising portal. As the brand continues its march toward 100 locations and beyond, the East Cobb opening stands as a testament to the enduring power of "Good Vibes" and great food.

Contact Information:
For media inquiries or more information regarding the grand opening, please contact:
Tiffany Martinez
Champion Management
817-919-6261
[email protected]