Playa Bowls Rides the Wave of Off-Premises Dining

HT caught up with Playa Bowl’s CMO Nicolle DuBose and CDO Jayson Tipp to discuss the brand’s recent wins. Known for its superfruit bowls, juices, cold brew coffee and grab-and-go snacks, Playa Bowl has expanded to 225 shops operating in 23 states. The rapidly growing franchise has received numerous accolades including Forbes 30 Under 30, Fast Casual’s Top 100 Movers & Shakers, Inc. Female Founders 250, QSR Young Leaders to Watch, and finalist for Ernst & Young Entrepreneur of the Year Award. 

HT: Playa Bowls is on track to open 75 locations this year. How important is off-premises dining to your concept? 

CMO Nicolle DuBose: Off-premises dining is very important to our concept. Our younger consumer demographic highly values variety and accessibility, making it crucial for us to offer dining options that cater to their needs and preferences. Consumers value the ability to be able to order online, skip the line, and customize their orders digitally. These options are provided through our mobile app and online ordering systems. Playa Bowls consistently ranks in the top three on third-party delivery platforms. Additionally, we’ve recently introduced catering options and are actively working on expanding this segment. 

HT: What's your future outlook when it comes to drive-thru? Off-premises? 

CDO Jayson Tipp: While adding a drive-thru location isn’t an immediate goal of ours, it remains on our radar… Like many other brands, we are exploring opportunities to streamline how our team handles off-premises orders, both in terms of preparation and easy access for pick-up and delivery. 

HT: What are the current challenges Playa Bowls is facing? What role will technology play in solving them? 

DuBose: Playa Bowls is experiencing rapid growth, and the high demand for our brand means that some people still can’t access it. We’re continuously opening new shops to ensure our brand is available to more consumers. As for technology, there are always challenges when it comes to execution, which is why we are focused on improving areas where friction exists. Our goal is to make the user experience as seamless as possible for our customers by reducing friction points and enhancing the customer experience. We are constantly seeking improvements to strengthen our existing platforms, prioritizing customer convenience. 

HT: How important is loyalty/rewards for Playa Bowls? Are you able to make personalized offers? 

DuBose: Our loyalty program is fundamental to our brand, as loyalty members drive a significant portion of our revenue. We continuously develop robust strategies for acquisition and engagement because our loyalty members tend to spend more and visit our shops more frequently. We can make personalized offers and are constantly creating user segments to tailor our communication based on different audience needs. 

HT: How has your partnership with tech made Playa Bowl more successful? 

DuBose: We rely heavily on technology due to the high demand from our consumers for tech-integrated experiences. This includes everything from ordering our products to improving in-store experiences. We also depend on vendors to provide best-in-class solutions and troubleshoot any tech issues, allowing us to consistently improve the customer experience, both in-shop and online. 

HT: What is your brand doing to anticipate future food and business trends? 

DuBose: We collaborate with top vendors and partners to understand the macro-level impacts on the industry. We continuously evaluate our current and upcoming product offerings to ensure they meet our needs based on ongoing consumer research, which we frequently monitor. 

HT: What’s next on your tech to-do list? 

DuBose: Next on Playa Bowls’ tech to-do list is to continue prioritizing technology that simplifies execution for our staff and enhances the customer experience.