How Embracing Technology and Delivery Is Helping Pure Green Navigate New Consumer Behavior

With five stores currently operating in New York City — one of the hardest-hit areas during the COVID-19 crisis — Pure Green knew at the beginning of the pandemic that it would need to act fast in order to successfully navigate the situation. The emerging health food franchise, which offers hand-crafted smoothies, cold-pressed juices and shots and acai bowls, also has additional stores under construction in Florida and Illinois. Luckily, the brand was deemed an essential business, allowing it to continue delivery and take-out operations. According to Ross Franklin, the founder and CEO of Pure Green, the first thing the brand did was prioritize safety.

“As soon as the crisis hit, our first response was to figure out how to keep our team members and guests safe,” said Franklin. “That was our number one concern, so we put in place rigorous cleaning techniques and ensured that our employees were wearing masks and gloves. Then it became about how we could continue to keep our communities healthy during this crisis. We’ve been leveraging delivery platforms to continue serving customers, and that business stream has doubled. We’ve also been asking ourselves how we can give back to our communities and support first responders and hospital workers on the front lines.”

As soon as new safety procedures were in place, Franklin and the Pure Green team got to work determining how to best position the business for success. One of the biggest advantages that the brand already had going for it was its commitment to technology. When asked what systems or best practices have helped Pure Green survive the COVID-19 pandemic, Franklin summed it up in one word: delivery.

He continued, “We’re currently on seven different delivery platforms. We’re also about to put in place self-order kiosks. That way, if a guest isn’t comfortable coming into contact with a cashier from six feet away, they can order from one of our kiosks.”

As Pure Green now prepares to reopen its dining rooms, Franklin notes that dine-in service will look different. He adds that one thing businesses — especially in the QSR segment — should be prepared for is a potential challenge of getting employees back to work.

“What will be difficult for a lot of businesses is whether or not employees are going to want to come back to work,” said Franklin. “Some employees who have been furloughed could be receiving more money on unemployment, so a lot of businesses may struggle as they reopen. We’re lucky that we have loyal employees who are reaching out to see when they can come back to work. That’s what’s amazing about being a mission-driven brand — our team really believes in what we’ve set out to do.”

While the COVID-19 pandemic will continue to present challenges to all those operating in the restaurant and franchising industries, Franklin is optimistic that things will level out — even though it will take a bit of time.

“It will take a while for things to go back to ‘normal.’ With different cities turning back on at different times, it will happen in waves. But it isn’t going to look the same at first, and a lot of people will be hesitant and cautious,” said Franklin. “But it’s going to happen eventually.”