Mijo Alanis shares his inspiring journey from washing dishes at the tender age of 15 to becoming the founder and visionary behind Beyond Juicery + Eatery. His story is a compelling testament to resilience, commitment, and passion within the restaurant industry. From humble beginnings to building a thriving franchise, Mijo’s experiences highlight how dedication to customer care and operational excellence can drive success in the competitive world of healthy dining.
From Dishwashing to Restaurant Leadership: Mijo’s Early Journey
Mijo started working in restaurants at a young age out of necessity when he needed money to buy a car. Washing dishes on busy weekend nights was tough work, but it gave him unique insights. Observing which dishes were consistently disliked or left unconsumed allowed him to understand customer preferences in a way few others did. Ambitious to advance, he asked to be trained as a prep cook and then as a line cook, steadily acquiring skills and knowledge. By the age of 18, he had become a general manager of a restaurant chain, showing an early knack for leadership.
Over time, Mijo experienced all areas of restaurant operations, from cooking and bartending to being locked in overnight to clean the establishment. This hands-on experience gave him a solid foundation and a deep understanding of what it takes to run a successful restaurant. His early career was marked not just by learning roles but by an intense work ethic and a drive to take the next step constantly.
The Inspiration Behind Beyond Juicery: Spotting a Market Need
Years later, after moving to Michigan and joining his wife’s family restaurant business, Mijo noticed something critical: food waste, especially items like hamburger buns and french fries, was skyrocketing as the industry trend prioritized bigger plates and supersizing. Meanwhile, customers expressed they often felt sluggish or "crappy" after meals, signaling a growing dissatisfaction with traditional fast food offerings.
On trips back to Arizona, Mijo and his wife would hike Camelback Mountain and stop by a local juice bar, where the healthy food made them feel energized and well. This experience sparked the idea that food could be both enjoyable and energizing without the heaviness of traditional options. Back in Michigan, noticing there was nowhere to buy a simple banana or healthy fast food, Mijo and his wife pooled their savings to open their first smoothie shop in 2005. It wasn’t easy at first; fast-food customers were accustomed to sitting down and ordering multiple courses rather than quick smoothie turnovers. However, the founders pushed forward, learning that exceptional care for every guest mattered as much as the food itself.
Franchising Beyond Juicery: Maintaining Control and Culture
As the smoothie bar grew, so did demand from others wanting to open locations. At first, Mijo didn’t know much about franchising and was cautioned against it by his attorney due to cost concerns. However, attending the International Franchise Association (IFA) conferences opened his eyes to the possibilities. Inspired by meeting like-minded entrepreneurs, he decided to pursue franchising seriously, developing training materials, standard operating procedures, job descriptions, and an operational playbook.
One crucial decision was to go the franchising route instead of licensing. Mijo feared losing control over quality and brand consistency through licensing, as licensees might cut corners on ingredients or alter the product. Franchise agreements allowed him to enforce standards about food quality, customer experience, and how employees are treated, elements vital to brand integrity. From the onset, keeping control over tiny details like the cleanliness of the front door, fingerprint-free screens, or perfectly wiped counters became part of the culture that differentiates the brand.
When granting franchises, maintaining consistency came not only from contracts but from clear communication and alignment on core values. Delivering the "why" behind actions and policies helped franchisees embrace the brand's purpose and culture. Mijo credits this connection with the success in keeping the brand going strong as it expands.
The Heart of Hospitality: Hiring for Passion Over Pure Talent
Mijo shares that one of the biggest secrets to his success is caring deeply about people, customers and employees alike. He insists on hiring "all heart" candidates rather than only focusing on talent, because passion and the willingness to learn trump raw skill. Those with heart can be coached and trained to reach their potential, and they bring the energy that creates memorable customer experiences.
His team and franchisees share his vision, creating an environment where customer care is paramount. Mijo recalls stories of how treating the "last guest" as well as the first leads to lasting relationships, some customers becoming lifelong friends. He values feedback, especially positive comments from guests, which validate the work and fuel the team’s motivation.
Strategic Cost Management and Vendor Relationships in Franchising
Like many businesses, Beyond Juicery faced inflation-driven cost challenges, especially in food and labor. Rather than simply passing rising costs onto customers, Mijo embraced a philosophy of self-assessment and financial fitness. This meant renegotiating with suppliers, finding alternative vendors, and streamlining the menu to optimize costs without compromising quality. This approach allowed the business to reduce food costs by 8% and labor costs by 3% in 2023.
Strong vendor relationships and clear communication about the company’s vision have helped align partners with Beyond Juicery's goals. Mijo’s attention to cost management enhances franchisees’ profitability, which in turn attracts more franchise candidates, a virtuous circle essential to brand growth.
Visionary Leadership: Balancing the Dream and the Details
Mijo candidly discusses his own growth as a business leader. Early on, he tried to juggle being the visionary creator and the hands-on manager. Learning to balance these roles is critical, visionary to innovate and push forward, manager to keep systems running smoothly. He attended business mastery courses to develop these skills, acknowledging that some founders struggle with the money management side because of their artistic or visionary nature.
He recognizes the need to delegate and surround himself with strong support so the brand can scale without losing its essence. Mijo’s leadership philosophy revolves around clarity, communication, and a relentless commitment to incremental improvement, always looking to get 1% better daily.
Future of Healthy Eating: Aligning with Shifting Societal Trends
Looking ahead, Mijo believes Beyond Juicery is well positioned amid increasing consumer awareness about health and nutrition. With changing legislation and societal shifts, particularly around school nutrition and public health, the demand for good-quality, convenient healthy food options is growing. He notes that younger generations, including his own children, are much more conscious of what they eat and their energy levels.
He also sees opportunities in meal prep for schools or workplaces and believes the brand’s focus on chef-prepared, fresh meals stands out in a market flooded with processed or bagged options. Environmental changes and advances in supply chain transparency will continue to shape the industry, and Mijo’s commitment to quality control, inspired by examples like Trader Joe’s, will remain a competitive advantage.
Invitation to Explore Beyond Juicery
For those intrigued by the story and considering franchise opportunities, Mijo encourages everyone to "check us out" and take a test drive. Beyond Juicery prides itself on transparency and welcomes potential franchisees to peek behind the curtain, learn about the brand, and see if it’s a good fit. Given the emphasis on culture, values, and an innovative approach, the brand aims to grow with partners who share its vision and dedication to making people feel good through food.
Mijo Alanis' journey exemplifies how passion, customer-centric focus, and strategic growth can translate into a successful franchise model. Beyond Juicery continues to thrive by staying true to its vision of healthy, tasty food coupled with outstanding hospitality, a formula that resonates in today’s evolving restaurant landscape.
