Village Juice & Kitchen: Redefining Healthy Dining with Fresh Innovation

Village Juice & Kitchen is a health-driven restaurant brand that originated in Winston-Salem, North Carolina. Founded by Lonnie and Nathan Atkinson, alongside Clyde “CP” Harris, the concept started in 2014 with cold-pressed juices and almond milks sold at local farmers’ markets. Their growing popularity led to the launch of their first permanent location in Winston-Salem in 2016.

The brand’s menu goes far beyond juices and smoothies, offering an array of salads, wraps, sandwiches, soups, toasts, and breakfast dishes—all crafted with minimally processed, made-from-scratch ingredients.

Village Juice & Kitchen entered the franchise market in 2019, celebrating the debut of its first franchise store in Charlotte, North Carolina.

Headquartered in Winston-Salem, the company continues to expand by forming strong partnerships and maintaining a focus on serving flavorful, health-conscious meals that appeal to a wide range of customers.

Training

Village Juice provides a structured training system to ensure its franchisees are prepared to run their business effectively. Here’s a summary of the training programs offered:

1. Initial Training Program: The Operations Manager and a Designated Manager are required to complete the pre-opening management training program provided by Village Juice. This program must be completed to the franchisor’s satisfaction before the restaurant opens, and up to three additional employees may attend at no extra fee, though all attendees are responsible for their own travel and living expenses.
2. Ongoing Employee Training: Franchisees are responsible for implementing and maintaining an employee training program at their own expense. This ensures that all employees meet the necessary certification and continuing education requirements as outlined by Village Juice and applicable laws.
3. Juicing Equipment Training: Franchisees must designate a "Juice Operator," who is required to complete specialized juicing equipment training. This program ensures that the Juice Operator can maintain high product quality and supervise the juicing process, with a $5,000 training fee charged at the franchisor’s discretion.
4. Supplemental and Refresher Training: Village Juice may require franchisees and their staff to participate in additional training or attend conferences, conventions, or retreats. The franchisor reserves the right to charge fees for these events, and the franchisee is responsible for all associated expenses.

Territory Protection

Village Juice grants franchisees a Protected Territory, which is typically defined by geographical markers such as zip codes, county lines, or a radius from the store location. The standard size for a Protected Territory is either a two-mile radius or an area containing up to 50,000 people, whichever is smaller. This protection ensures that as long as the franchisee remains in good standing, no other Village Juice outlet will operate within that territory.

However, the franchisor retains certain rights that limit the exclusivity of the territory. For example, Village Juice can establish locations in airports or sell products through other channels like online platforms and grocery stores within the franchisee’s territory. Additionally, the franchisor does not restrict sales or solicitations by other franchisees or corporate-owned stores to customers who may reside within the Protected Territory.

Territory protection also depends on the franchisee meeting operational milestones, such as opening their store within 12 months of signing the agreement. If the franchise fails to open on time or operates below standards, Village Juice reserves the right to revoke the territory rights. This arrangement offers a balance between territorial security and operational accountability for the franchisee.