Nekter co-founder reveals growth strategies, leadership tips

As co-founder and chief visionary officer of Nekter Juice Bar, Alexis Parra is a driving force behind the national healthy lifestyle brand and its mission to empower people to live happier, healthier lives. Before co-founding the concept in 2010, however, she knew little about the restaurant industry. That statement is no longer true, considering she's been leading the brand's innovation and R&D efforts for the past 14 years. The executive is obviously committed to growing Nekter across the U.S. and is just as passionate about supporting colleagues, franchisees and customers on their paths to wellness.

Q: How did you start your career in the restaurant industry?

Besides waiting tables in college, at which I wasn't very good, my career in the restaurant industry started when we opened the first Nekter Juice Bar in Orange County, California, in 2010. To be candid, I had no idea what Cost of Goods meant, let alone supply chain or AUVs. I was just so thrilled to share my recipes for healthy smoothies, bowls and juices with our local community. Everything we did, we learned as we went along.

Q: What changes have you seen in the industry? What challenges have you overcome?

Trends in our industry come and go so quickly. What is popular one day can change with lighting speed especially when social media kicks in. It's been so gratifying to see NekterJuice Bar withstanding these "here today, gone tomorrow" trends and how we continue to support people's ever-increasing aspirations to live healthier lives. One of the biggest challenges I have faced is learning when to bring on new talent. It's always before you actually think you need it. Otherwise, your current team can become overwhelmed.

Another challenge was franchising in the early days. We were so excited to move in this direction but within a year, we realized we needed to refine our strategy to ensure that every franchisee had the best opportunity to succeed. By pulling back and revisiting our program, we were able to relaunch our franchising program quickly, and today our valued franchise partners have been integral to our growth to 210 locations and our continuing expansion across the country.

Q: What are some of the biggest surprises you've experienced along the way?

We definitely have had some surprises along the way, especially coming into the business without a tremendous amount of industry experience. But what we did have was a passion to offer guests a nutritious and delicious menu without any processed or unnecessary ingredients. We were determined not to betray our mission and that meant not falling into the trap of compromising quality and ingredient integrity. Our guests want authenticity and transparency, and we will never sway from our promise to them.

One big surprise was learning that while some of our team members might have had experience that didn't necessarily mean they had the passion for our culture or our mission. I've learned passion isn't trainable and that's one of the most important qualities! This also holds true for our franchise partners. We have been so fortunate to find franchisees, who are just as passionate about what we are trying to accomplish with NekterJuice Bar. They not only bring frontline experience, creativity and insights but are truly invested in the mission and vision.

Q: Nekter Juice Bar has a diverse leadership structure and a diverse group of franchise partners across the country. How does this diversity support the brand's success and growth?

It's really quite exceptional. We have such a diverse team both in our corporate offices and within our franchise network. This has helped NekterJuice Bar respond to diversity across the communities we serve. This diversity also allows us to identify not only our achievements but also opportunities that will make our brand stronger and more reflective of the guests we serve and the franchisees we work with.

Q: What strategies do you employ in your role at Nekter Juice Bar to empower and support your teams?

As hard as it is, the most important strategy is to be open to looking at your own shortcomings. Often, we don't want to see the limitations within ourselves, but we grow and evolve by doing just that. At Nekterwe encourage our team to not avoid challenges and deficiencies, but rather we foster a culture where challenges are seen as opportunities, where solutions are found, and gaps are filled — working together and collaboratively. Working with our franchise partners, we also encourage them to share opportunities for success so we can address them together and become a better, stronger company and brand.

Q: As Nekter's chief visionary officer, you lead R&D efforts. What is your approach to innovation while balancing creativity, supply chain and consumer trends?

Balancing all three is never simple! We start by looking at consumer trends but don't always let them lead our creative approach to the menu. We won't sacrifice menu and ingredient integrity to follow every trend, and over the past 14 years, we have found that this has led to genuine trust with our guests. Without this need to jump at every trend, it also keeps our supply chain healthy and robust by not bringing in too many things at once.

Q: Can you give any insight into where Nekter Juice Bar is headed as it approaches its 15th anniversary and 250 locations across the country this year?

As we have grown, Nekter Juice Bar has become a staple for people seeking healthy dining options. We will continue to be a brand that our guests trust as we continue to grow across the country. It is so gratifying to see how our guests get so excited when they find out they can get their daily juice or smoothie when traveling, so one day we will be everyone's go-to healthy place wherever they might be.

Q: Based on your experiences during the past 14 years, what advice would you give to women aspiring to leadership roles with the restaurant industry or business?

I think for women, we have to remember that our feminine side is powerful in both our personal and professional lives. Women leaders should be a combination of visionary, assertive, ambitious, direct, soft, and generous. Businesses are increasingly finding success and sustainable profitability with the balance that women bring to the table.