U.S. smoothie and juice chain Juice It Up! is expanding its footprint in Texas after an experienced franchisee signed a four-unit development agreement to open new locations in the Houston area.
The agreement has been secured by longtime franchisee Cem Yorulmaz, who has operated successful Juice It Up! outlets in California for more than 15 years. Yorulmaz is partnering with Katy resident Gulendam Ece Hurmeydan to launch the new locations through their company, Palate Pros LLC.
The first store is expected to open in Houston, with additional locations planned for Houston and nearby Katy as part of the four-unit rollout. The partners see strong potential in the region, citing rapid population growth and increasing demand for healthier food and beverage options.
Founded in 1995 and headquartered in Irvine, California, Juice It Up! specialises in handcrafted smoothies, fresh raw juices, and superfruit bowls such as açaí and pitaya bowls. The brand has built a strong presence in the better-for-you beverage segment and continues to expand through franchising.
Today, the company has nearly 130 locations open or in development across several U.S. states, including California, Arizona, New Mexico, Oregon, Oklahoma, and Texas. The brand is also working to accelerate franchise growth and aims to significantly expand its national footprint over the coming years.
Yorulmaz’s California stores have consistently ranked among the brand’s top performers, with strong unit sales that helped establish his reputation as a successful multi-unit operator within the system. The new Texas deal reflects the company’s strategy of partnering with experienced franchisees to enter high growth markets and strengthen its presence beyond the West Coast.
The expansion marks another step in Juice It Up!’s ongoing franchising momentum as the health focused beverage concept continues to attract new operators and grow in emerging markets across the United States.
