Playa Bowls is a Food On Demand Outstanding Operator.
Founded by avid surfers Robert Giuliani and Abby Taylor, the brand was inspired by their surf trips to places like Panama, Costa Rica, and Hawaii. There, they discovered unique versions of acai and pitaya bowls.
Wanting to bring a taste of these vibrant bowls to the Jersey Shore, the two launched a humble pop-up stand. As word spread, their business began to rapidly grow.
“They literally started the brand in a cart with an umbrella, outside of a pizza place,” said Julie Klinger, Playa Bowls COO.
Today, Playa Bowls has expanded to 300 locations across 27 states, offering a menu of over 40 customizable items, including acai, pitaya, green, and coconut bowls, alongside juices, smoothies, and cold brew—all made with fresh ingredients.
“Our mission is to lead communities in a healthy, sustainable living way, so it really is a better-for-you food that we have,” said Klinger.
Off-premises drives growth
About 25 percent of all orders go out the door, including pickup and delivery through partnerships with third-party platforms like DoorDash, Uber Eats, and Grubhub. Klinger notes that first-party ordering, which was introduced last year, now accounts for about 10 percent of orders. She sees great potential for growth.
The store layout is designed to streamline ordering and pickup, with dedicated areas for both, while menu boards and chalkboards hang from the ceiling to guide customers through the process.
Playa Bowls also offers catering, with a menu that allows customers to custom-build items for any occasion. It also leverages the ezCater marketplace. The catering packages let customers choose from a variety of bases, including acai, mango, or more, with a wide range of toppings, from fresh fruit to drizzles of peanut butter.
When it comes to its tech stack, “we continue to embrace digital solutions,” said Klinger. With so many customizations, it’s important to have the right setup. The brand is undergoing a comprehensive tech analysis with its partner, Figure 8. Figure 8 assists with digital strategy, platform building, and revenue channel management.
Its mobile app is central to Playa Bowls’ tech strategy, allowing customers to easily place orders, customize their bowls, and access exclusive promotions. It’s integrated with the brand’s loyalty program, powered by Tap Mango, which rewards customers with points for every dollar spent. These points can be redeemed for free bowls, smoothies, or other menu items.
“Our loyalty program is a big deal for us. We’ve got a lot of raving fans. It’s a large opportunity for us,” said Klinger.
The brand is also a hit on social media, especially TikTok and Instagram, where it has used its colorful bowls and the fun process of building them to draw in new fans.
Sustainability is a key focus
Sustainability is at the core of Playa Bowls, with eco-friendly packaging, recyclable bags and clear containers that showcase orders.
Looking ahead, Playa Bowls is poised for continued expansion. It plans to open 90 new locations this year, including new markets in Texas and the Midwest.
“I think the brand has such a fantastic story. Our team members love working here, and we’re able to attract a wide range of customers across multiple generations. The growth ahead of us is just amazing, and we’re incredibly excited for what’s next,” said Klinger.
The Outstanding Operators Program highlights 20 innovative brands taking creative paths to success with all things off-premises. Each winner receives a $1,000 charitable donation to its organization of choice and will be recognized on-stage at the 2025 Food On Demand Conference. Register today!
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