If founder Brian Schoenberger has his way, then you should prepare for the rise of a new juice empire. The Juice Shop (688 Sixth Avenue), which just made its debut, is serving cold pressed juices, smoothies, raw foods, and hot food to the health-obsessed masses of Flatiron.
But this shop is distinct from the dozens of other juicerias that dot our city’s landscape. Schoenberger is a former operator of Liquiteria, and he wanted to do something different with healthy food and beverages. “I wanted to create something unique,” he says. “I wanted to create an amazing menu that nobody else is doing. I wanted to create healthy, tasteful, delicious food. Everyone else’s raw food is bland, is boring, is nothing. We created flavor profiles that are incredible.”
To accomplish this feat, Schoenberger brought in acclaimed raw food chef Doris Choi, co-author of The Fresh Energy Cookbook. She created breakfast items like four different granola and oatmeal bowls, including Tropical Ambrosia, a mix of pineapple, coconut milk, papaya, mango, kiwi, ginger, lime, and coconut flakes. For lunch, try one of her six kale bowls, like the Spice Market, which mixes your choice of quinoa or brown rice with chickpeas, butternut squash, yellow squash, zucchini, cauliflower, dried apricots, and spicy Matbucha sauce.
And as for juice, The Juice Shop seeks to differentiate itself via variety and price. “We’ve got over 50 different types of juices, milks, and waters, and most of our juices are around $8,” says Schoenberger. “The reason we wanted to do that price point is we wanted to make juice affordable for everyone. Everyone’s charging $10, $11, $12 — it’s ridiculous.” Juices include the cheekily named Daredevil — made with watermelon, lemon, and cayenne — and Heavy Hitter, a blend of kale, spinach, parsley, cucumber, celery, and romaine.
Smoothies start at $7.95 and include unique offerings like the Maca Butterscotch, which mixes butternut squash, maca powder, banana, almond milk, maple extract, maple syrup, and Himalayan sea salt.
The small 12-seat space, housed in a former Chickpea franchise, is decorated with recycled wood from a barn and painted with accents of white and green. Says Schoenberger, “We wanted to create a feel that people wanted to walk in and feel the energy of the store.”
With regards to expansion, Schoenberger is aggressively optimistic. “We already have several leases in our hands,” he says, smiling. “We’re looking to expand in New York, the Northeast, Miami, and other locations.”
The Juice Shop is open Monday through Friday from 7 a.m. to 10 p.m. and Saturday and Sunday from 8 a.m. to 9 p.m.