Why Tiny Storefronts Contribute To Playa Bowls Success

Forbes22-04-2025

Healthy food via its acai or berry bowls is one of the keys to the growing success of Playa Bowls. Indeed it has grown to 304 shops in 27 states, mostly on the East Coast, with 275 franchised, 26 corporate-owned and 3 licensees.
And it has been on a steady growth trajectory. It opened 74 new shops in 2024, 13 more in the first quarter of 2025, with more to come by year's end.
But there's another hidden ingredient that propels its growth: its ability to operate tiny storefronts such as the 357 square feet MacDougal Street shop in the heart of Greenwich Village and modest shops of 800 to 1,500 square feet, with some going up to 2,000 square feet, explains 35-year-old Abby Taylor, its co-founder and chief brand officer, who was 24 when it launched.
Taylor, who was a 30 under 30 Food & Drink Forbes recipient, says that after college she traveled and surfed around California and Hawaii, saw many versions of acai bowls and felt there was none at the Jersey shore where she lived. She and a partner Robert Giuliani (who is no longer involved in the business) scraped their money together to open a pop-up cart in May 2014 in Belmar, N.J. as proof of concept and then moved into a brick 'n mortar store.
Food That Is Easy to Prepare
Despite offering ample menu options, Taylor explains that its food doesn't require franchisees to 'purchase grills, fryers or other large cooking equipment.' Indeed food can be prepared using a blender or small kitchen appliances, enabling its stores to 'fit into smaller spaces in urban and high-rent traffic areas as well as suburban and rural areas,' she points out.
Indeed Taylor noted that some of its shops open in the 'tiniest locations and still deliver very impressive numbers.' In expensive Manhattan, the smaller spaces also contribute to keeping their rents and costs down. 'That's better for our margins,' Taylor notes.
Taylor acknowledges however that while placing a restaurant in such cramped quarters is doable it 'requires careful planning to ensure it meets equipment and storage needs.' She also noted in non-traditional venues such as airports, train stations, or campus food halls, there's often storage areas available to support daily operations.
Why It Works for Franchisees
The concept also works well for franchisees because of its 'simple menu and low-labor model,' Taylor says. Most shops are open from 8 a.m. to 8 p.m., before most restaurant chains close, though franchisees have some latitude on varying hours.
Health Benefits from Acai Bowls
Acai berries stem from the Amazon rainforest in Brazil, and offer a rich, fruity flavor with some subtle hints of chocolate, Taylor suggests. And the berries are loaded with antioxidants, more so than in strawberries or cranberries, which are healthy for you. Acai is also a great source of fiber, which promotes strong gut health and feeling energized through the day.
Moreover, Playa Bowls has kept its price competitive, since it's average guest ticket is around $16, with most bowls in the $12 to $14 range before tax, and guests can add a grab-and-go-beverage.
Taylor says that most people associate Playa Bowls with breakfast and lunch but its revenue breaks down to about 16% breakfast sales before 11 a.m., 32% for lunch from 11 a.m. to 2 p.m., 25% from 2 to 5 p.m. for snacks, and 27% sales for dinner after 5 p.m.
Hence, Taylor says it appeals to different people at different times of the day. So lunch could be mom with her kids, college students eat later, and then young adults stop by after working out at the fitness center.
Its target audience consists of people aged 18 to 44, including Taylor cites, a 'strong base of younger adults and teens who value fresh ingredients, bold flavors and convenience.' Hence, its clientele comes to Playa Bowls for a 'post-surf snack, a pre-workout boost, or a better-for-you breakfast on the go,' she says. Moreover, its colorful bowls lend themselves to being shared on Instagram.
Its 2 most popular dishes are the: 1) Nutella Bowl, 2) Pure Vida or Playa acai topped with blueberry flax granola and more. Many guests customize their own bowls with toppings and ingredients.
But its menu also offers snacks and protein bites such as chocolate peanut and vegan chocolate peanut and smoothies and cold brews. Taylor says that most guests order the snack option as an 'add-on order rather than a stand-alone snack.'
What differentiates Playa Bowls from competitors such as Vitality Bowls and Clean Juice, Taylor says, is 'We create an experience, a certain vibe and energy.'
On Yelp most consumers were positive about dining at the MacDougal Street store with some reservations. Kelsey from NY City wrote that 'the aloha acai is great; it's fresh, healthy, sweet and tasty.' But she found the pitaya bowl 'too sweet' for her taste. Tess from Brooklyn also liked her acai bowl but thought waiting 20 minutes for it was a bit too long.
In the future, Taylor envisions continuing to expand across the U.S. Asked the 3 keys to its success, she replies: 1) Ignore the outside voices and focus on what you're doing and what you believe in, 2) Surround yourself with smart people, 3) Go all in and take some risks.