With the recent opening of Jamba Juice on the A-level of
Ackerman, UCLA has brought another independently operated
brand-name eatery to campus.
At 3,166 square feet, the UCLA Jamba Juice is the largest venue
in the history of the smoothie company and has already generated
high sales.
On May 16, Jamba Juice brought in $4,700 in sales, almost twice
the amount the former Tropix would have made in a day.
Though most of the services in the Cooperage and on the first
floor of Ackerman are owned and operated by the Associated Students
UCLA, Jamba Juice is one of the few eateries, along with Panda
Express, Rubio’s and Sbarro, that are owned by independent
third parties.
Taco Bell, despite its brand name, is not operated by a third
party, but is actually run by ASUCLA. The association uses Taco
Bell’s logo and procedures, but hires its own employees and
handles other logistical aspects, such as the hours of
operation.
“In general it is not our strategy to go to third-party
operators, but in (the case of Jamba Juice), the only option was to
have Jamba operate it,” said ASUCLA Executive Director Bob
Williams.
Since there was a high demand for Jamba Juice on campus and it
fit well into the overall master food plan that outlines the
organization of food options in Ackerman, the board thought it was
a good idea to let the company independently operate the eatery
““ even though they prefer to operate their stores alone,
ASUCLA officials said.
“We try to operate as many of our businesses as directly
as we can, partly because we want to have the lowest prices. And we
have the best control of our prices when we operate on our
own,” said Roy Champawat, associate director of ASUCLA Food
Services.
“We can also make sure to make the most advantageous
employment situations for the students.”
Though it takes more work for ASUCLA to directly operate an
eatery or store, Champawat said the association is willing to put
in the extra effort in order to return a greater value to the
students.
By having control over the operations of its eateries, ASUCLA
can set low prices and provide benefits for its student
employees.
Plus, ASUCLA does not receive a greater financial return from
eateries operated by third parties, Williams said.
The ASUCLA board of directors first began discussing the
introduction of Jamba Juice to campus about two years ago,
Champawat said.
Since then, the board has been at work negotiating with the
company to create the design for the lounge and to begin
construction, which started in early March.
“Once things really got underway, after working out the
details of the design, everyone was anxious to work as fast as
possible,” Champawat said. “Sometimes (the construction
team) worked double shifts, daytime and nighttime, for 16 to 18
hours.”
Williams said the association tends to set the trend for many
new services brought to college campuses.
This includes being the first university to serve Panda Express
and Baskin Robbins to students, paving the way for several other
college campuses across the country to follow suit.
Since the UCLA venue is operated by Jamba Juice, the company
will pay ASUCLA a percentage of sales instead of paying a flat
rent.
Although he would not disclose the percentage, Champawat said
that by receiving a commission ASUCLA has a financial interest in
the success of Jamba Juice.
“(This system) will put us on the same page and have the
same goal, (which is) to satisfy the student body. We’ll both
want to get the same outcome,” he said.
Since its opening on May 13, Jamba Juice has already
demonstrated its considerable popularity among the campus
community.
“Jamba Juice has just opened and it’s brand new, so
initially people are anxious to check it out,” Champawat
said.
But after the excitement dies down, he predicted the Jamba Juice
sales will most likely decrease.
“In the long term, though, we would expect the sales to be
overall good, and higher than those at Tropix,” he said.
The line at Jamba Juice has been almost out the door since its
opening, and students have already staked out spots on the couches
or tables to study, read or chat.
“It’s a good place to study, and very different from
the food court,” said Patricia Sun, a third-year biochemistry
student. “It’s new, bright and less crowded, and
it’s nice to have a Jamba Juice on campus.”