Robeks

Corporate brand

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American smoothie and fresh-juice franchise chain.

Last updated August 22, 2026

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Overview

Robeks is an American smoothie and fresh-juice franchise brand headquartered in Los Angeles, California. The company was founded in 1996 by David Robertson, a former investment banker, and developed around the idea of serving fruit-forward beverages and related health-oriented food in a bright, energetic retail environment. Its business model is primarily franchise-based rather than a conventional network of company-owned stores. The brand's history also includes the development of franchise operations outside its original base. Peter Bickford, a Wall Street banker, and his wife Katrina, who operated a landscape-design business, were introduced to Robeks by franchise broker Kela Alstrup. They became franchisees after being attracted to the concept of offering healthy food in a colorful, high-energy setting, and opened the first Robeks franchise in New England. This account illustrates the role of franchise partners in expanding the brand's geographic footprint. Robeks' core offer centers on smoothies, fresh juices, and other fruit-based beverages, with acai bowls and similar health-oriented items also associated with the chain's menu. The brand has used menu development and convenience technology to refresh its proposition. In 2017, it introduced a new menu. In February 2018, it launched online ordering for desktop and mobile customers, supported by a publicly available mobile application. The initiative was intended to make advance ordering easier while giving customers a more personalized digital ordering experience. During summer 2018, Robeks added three floral-infused lemonades—Rose, Hibiscus, and Lavender—using seasonal flavor variation to broaden its beverage range and create a limited seasonal point of interest. The launch reflected the chain's emphasis on colorful, ingredient-led drinks and its attempt to respond to warm-weather demand. As of July 2024, Robeks had more than 100 franchise locations. Publicly available reference material identifies the company as a Los Angeles-headquartered chain operating in the United States, but does not establish a separate parent company, public listing, ticker symbol, current chief executive, or detailed ownership structure. Its positioning is best described as a better-for-you quick-service beverage and snack concept that combines smoothies and juices with a franchise format and convenience-oriented ordering channels.

History

Robeks was established in 1996 by David Robertson, a former investment banker, as a smoothie and fresh-juice concept headquartered in Los Angeles, California. The brand entered a market shaped by growing consumer interest in fruit-based drinks, convenient snacks, and food positioned around wellness. Its retail identity emphasized a colorful and high-energy environment, linking the beverage offer to an accessible health-oriented lifestyle rather than presenting the chain solely as a conventional juice bar. Franchising became central to Robeks' development. Peter Bickford, a Wall Street banker, and his wife Katrina, who ran a landscape-design business, were introduced to the Robeks concept by franchise broker Kela Alstrup. They were attracted to the idea of providing healthy food in a visually lively setting and opened the first Robeks franchise in New England. Their involvement demonstrates how the brand expanded through local operators beyond its Los Angeles base. The chain's product identity has remained centered on smoothies and fresh juices, while its broader menu has included acai bowls and other fruit-based or health-oriented items. In 2017, Robeks introduced a new menu, signaling a substantial refresh of its customer offer. The brand subsequently invested in ordering convenience. In February 2018, it launched online ordering for desktop and mobile users, with a mobile application serving as the program's principal customer-facing component. Coverage of the initiative also described personalization and order-ahead convenience as part of the digital strategy. Robeks continued to use seasonal beverage development to create variety. In summer 2018, it introduced three floral-infused lemonades flavored with Rose, Hibiscus, and Lavender. The drinks were presented as warm-weather offerings and extended the chain's beverage range beyond its core smoothie and juice categories. The available record identifies Robeks as a U.S. franchise chain headquartered in Los Angeles. As of July 2024, it had more than 100 franchise locations. The supplied sources do not document a public stock listing, a separate parent corporation, a current executive roster, or a detailed ownership history. Consequently, the most supportable description of Robeks is an active, U.S.-focused franchised smoothie and juice brand whose development has combined menu innovation, seasonal beverages, and digital ordering.

2024
More than 100 franchise locations
[1]Robeksen.wikipedia.org
Reference material reported that Robeks had more than 100 franchise locations as of July 2024.
2018
Digital ordering rollout
[2]Robeks Fresh Juices and Smoothies Launches Online Orderingqsrmagazine.com
The company launched online ordering for desktop and mobile customers, supported by a mobile application.
2018
Seasonal floral lemonade launch
[3]Robeks Unveils 3 Floral-Infused Lemonades for Summerqsrmagazine.com
Robeks introduced Rose, Hibiscus, and Lavender floral-infused lemonades for the summer season.
2017
Menu refresh
[1]Robeksen.wikipedia.org
Robeks introduced a new menu as part of its product development.
1996
Robeks is founded
[1]Robeksen.wikipedia.org
David Robertson founded Robeks as a smoothie and fresh-juice brand headquartered in Los Angeles, California.
First New England franchise opens
[1]Robeksen.wikipedia.org
Peter and Katrina Bickford opened the first Robeks franchise in New England after being introduced to the concept by franchise broker Kela Alstrup.

Products and positioning

A colorful, energetic, health-oriented quick-service beverage brand focused on smoothies, fresh juices, fruit-based foods, franchised retail locations, and convenient digital ordering.

Beverages · 1996
Smoothies
Smoothies are Robeks' central product category and a primary expression of its fruit-forward, health-oriented positioning. The chain presents smoothies as quick-service beverages suitable for everyday consumption and pairs them with juices, bowls, and other light food options.
Beverages · 1996
Fresh juices
Fresh juices form another core part of the Robeks concept. They extend the brand beyond blended drinks while retaining its emphasis on fruit-based refreshments and a better-for-you image.
Food
Acai bowls
Acai bowls are among the health-oriented food offerings associated with Robeks. Their presence connects the brand with the broader smoothie-bowl and wellness-food category, particularly in its Los Angeles market.
Seasonal beverages · 2018
Floral-infused lemonades
In summer 2018, Robeks introduced three floral-infused lemonade varieties: Rose, Hibiscus, and Lavender. The seasonal line gave the chain a visually distinctive and flavor-led extension to its standard beverage assortment.

Marketing campaigns

2018Floral-Infused Lemonades
United States
Robeks promoted Rose, Hibiscus, and Lavender lemonades as summer beverages designed to add seasonal variety and respond to warm-weather demand.
Source

Brand decisions

2018
Launch online ordering and mobile orderingStrategy
Background
Robeks sought to improve ordering convenience for customers using desktop and mobile devices.
Action taken
The chain launched an online-ordering program in February 2018, centered on a publicly available mobile application.
Source
2018
Add three floral-infused lemonadesProduct launch
Background
The company developed a seasonal beverage extension for the summer period.
Action taken
Robeks launched Rose, Hibiscus, and Lavender floral-infused lemonades.
Source
2017
Introduce a new menuGeneration change
Background
Robeks used menu development to refresh its smoothie, juice, and health-oriented food proposition.
Action taken
The company introduced a new menu in 2017.
Source

Recent events

2026-10-13
Robeks launches Matcha Moments beverage platform[7]Robeks推出Matcha Moments饮品平台restaurantnews.com
Reported: 2026-10-12
Robeks is introducing Matcha Moments, a new beverage platform built around its new Supreme Matcha, with three flavors (Mango Matcha Moment, Strawberry Matcha Moment, and Ube Matcha Moment) available in all stores nationwide and through the Robeks Rewards app beginning October 13 through the end of the year. The platform also adds two new ingredients to the menu: golden turmeric syrup and ube powder.
2021-12-16
Robeks opens Buckeye store[8]Robeks在巴克艾开设门店fastcasual.com
Reported: 2021-12-16
A Robeks store opened at Sundance Town Center in Buckeye, Arizona; the article reported it was the brand's fifth location in Arizona.
2021-07-20
Robeks introduces two low-sugar smoothies[9]Robeks推出两款低糖冰沙restaurantnews.com
Reported: 2021-07-20
Robeks introduced Almond Berry Surprise and Strawberry Avo Surprise, two low-sugar smoothies made with monkfruit sweetener and a keto enhancer. The smoothies are available at all Robeks locations.
2020-02-12
Robeks launches Robeks Delivers[10]Robeks推出Robeks Delivers配送服务restaurantmagazine.com
Reported: 2020-02-12
Robeks introduced its Robeks Delivers service, allowing customers at its U.S. locations to order smoothies, juices, and bowls for delivery through the Robeks app.
2020-02-12
Robeks partners with DoorDash for delivery[10]Robeks推出Robeks Delivers配送服务restaurantmagazine.com
Reported: 2020-02-12
Robeks announced a partnership with national delivery company Door Dash to begin rolling out its Robeks Delivers service.

Sources11 sources

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