The restaurant brand formerly known as Pressed Juicery is now just Pressed, the company announced Wednesday. The quick-service juice company introduced its new name along with a slew of design, menu and store upgrades as part of a total rebrand.
The Los Angeles-based chain’s new image “reflects the brand’s uncomplicated approach to products and its mission to pave the way for plant-forward living by making real, healthy food accessible to everyone,” according to a company release.
Some of the changes include new wellness shot offerings, plant-based soft serve, smoothies and smoothie bowls on the menu, updates to the chain’s membership program and a new in-store experience.
“While Pressed is evolving, our purpose remains the same: we want to be a partner for good — good nutrition that fuels our consumers’ and community’s best, most vibrant lives,” said Michelle Peterson, CMO, in a statement. “We’re excited for new and existing fans to join us in-store to see all of these simplified and modern changes the brand is making while continuing to offer a plant-based haven that makes healthy living even more attainable.”
Customers will see the changes to digital membership immediately, the chain said. They can now get discounts, points toward beverages and food and access to “exclusive members-only promotions” if they commit to spending $10 a month with Pressed.
To celebrate the refresh, from July 14-19 Pressed Members can purchase one item from each menu category for $2.
Each store is being renovated to reflect a “clean, modern design,” and all packaging is being redesigned as well. The chain expects the remodel across its 90-plus stores to be complete in the next 12-18 months. The first store with the new look will be the upcoming Chino Hills, Calif. location opening soon.
According to Datassential’s Firefly data, Pressed ended 2020 with over $55 million in domestic systemwide sales, up 8.6% year-over-year.