In the late 1990's, there were several smoothie companies being opened in Canada. Dale Wishewan saw the opportunity to expand image of Booster Juice and to do this, all of the focus was towards franchising. "Our intention was to stamp these stores across the country," says Dale Wishewan.
In current times, Booster Juice owns more than twice as many stores than its biggest competitor.In 2002, Dale Wishewan decided to slow down the expansion of his franchises due to the concern of being backfired. He says, "We could have opened 40 stores that year, but we said to ourselves that this whole thing is going to implode on us if we don't put the brakes on." By that year, 75 stores had opened.
Dale Wishewan and Jon Amack were influenced, by their success, to expand internationally. Expanding internationally however, is not as cheap as one may believe. Their first difficulty was finding a suitable overseas partner. "It is challenging to qualify an individual franchisee in Canada," says Dale Wishewan, "but it is 10 times as important to choose the right master franchisor." After about a month of negotiations, Dale Wishewan traveled back and fourth with a potential partner. The same situation had happened when Booster Juice attempted to get into Shanghai, China.
Teachings of what a smoothie is and why it may be wanted is being told to potential customers that don't know what it is. This will be the success of Booster Juice.
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