Veteran franchising pro brings more than two decades of franchising experience to key Robeks leadership position
Los Angeles, CA (RestaurantNews.com) Victor “Vic” DeSio has joined Robeks Fresh Juices and Smoothies franchise to lead the development department. In his role as senior director of franchise development, Vic will build on the development momentum begun at Robeks last year with our Next Generation redesign initiative.
Vic comes to Robeks with a distinguished background in franchising. For several years he was involved with all aspects of business at Mail Boxes Etc., now The UPS Store. He headed franchise development at a number of other franchises, including Jenny Craig. Vic has bachelor’s and master’s degrees in marketing and business administration, a CFE certificate (Certified Franchise Executive) and membership in the International Franchise Association.
“I’m very excited to be with a brand that is committed to being not necessarily the biggest, but the best,” Vic says. “This is exemplified in the loyalty we receive from our customers, who want tasty, healthy food options with the best ingredients.”
Vic mentioned how impressed he was with the quality of partnerships Robeks engages with on a day-to-day basis, from public relations and marketing to the supply chain.
“My primary role is going to be in facilitating the exchange of information with new candidates so that they can make an informed decision,” Vic says. “We want people who are not only financially qualified but also who will be a good cultural fit with Robeks. We do everything we can to provide our franchisees with everything they need to succeed, from our technology systems to our corporate support. We are focused on doing everything we can that will result in the overall enjoyment our customers get from our products.”
With 200 locations open or in development, Robeks Fresh Juices and Smoothies franchise is a trailblazer innovator in the smoothie and juice industry. Menu items feature farm-fresh ingredients — naturally ripened fruits and vegetables that retain nutrients and live enzymes and natural flavor. They are always handcrafted and made to order while the customer watches.
The Next Generation stores include an upscale redesign of the inside and outside of a typical Robeks with an eye on visual impact, operational improvements, functionality, customer flow and new equipment. The downsized footprint is just less than 1,000 square feet and is meant to make Robeks more convenient and accessible to customers and more efficient and profitable for franchisees.
The 19-year-old fresh juices and smoothies franchise saw average unit volume rise in 2014 and signed 20 franchise agreements in Guam, Hawaii, Pittsburgh, Pennsylvania, Jacksonville Beach, Florida, Miami, Florida and New York (Brooklyn/Long Island).