Concentrated Juice Vs Fresh Juice – Fresh is Best!

Times have changed. Customers have high expectations when it comes to taste, consistency and presentation of a fruit juice or smoothie drink they are buying, and rightly so. So should juice bars be focusing more on their profit margin if it means customer experience is compromised?

Some time ago I was speaking to the Purchasing Manager of a hotel chain who only offered their guests long life concentrated orange juice mixed with water, with no fresh option.

The hotel chain was 4 star and the Continental breakfast would have been around £9.50. Not cheap at the time, and you would have expected a good quality breakfast for that price.

I explained to the buyer that we supplied commercial juicers on rental with the supply of specially imported juicing oranges. The juicers were automatic & well worth the effort in serving a superb orange juice. Just the quality you would expect from a 4 star hotel.

The Buyer explained that the long life concentrated orange juice has a 6 month shelf life, unopened, and it cost less than 10p for a 5 floz serving.

In my opinion, this juice was the ‘turkey twizzler’ of orange juice quality, and even at the time, it was poor and not worthy of that type of hotel chain.

The buyer asked if we could compete on the price and the shelf life. The answer was of course, ‘No!’ How could we? Cruz only uses fresh ingredients, however, what was and still is important to us, and what should be important to Bar Managers, is that delivering a good customer experience should be the priority. Keep your customers happy by delivering a drink they enjoy – make it fresh!

By Richard Garrick

Richard Garrick is the Director of Cruz The Juice Ltd and has many years of experience in the juice bar sector. For further information on the services and equipment offered by Cruz The Juice, please email or visit