Robeks Fresh Juices and Smoothies Franchise Welcomes Victor DeSio as Senior Director, Franchise Development

Veteran Franchising Pro Brings More Than Two Decades of Franchising Experience to Key Robeks Leadership Position

LOS ANGELES, CA - (Marketwired - Apr 7, 2015) - Robeks, a premium fresh juice and smoothie franchise with more than 200 locations open or in development worldwide, has named Victor "Vic" DeSio its Senior Director of Franchise Development. DeSio will spearhead communications with new franchise candidates and work with them to build on the development momentum Robeks kicked off last year with its Next Generation redesign initiative.

DeSio 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. He 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," DeSio said. "This is exemplified by the loyalty we receive from our customers, who want tasty, healthy food options with the best ingredients."

"We want people who are financially qualified and who will be a good cultural fit with Robeks," DeSio added. "Our goal is to provide our franchisees with everything they need to succeed, from product development and distribution systems to technology and corporate support. We focus on doing what is necessary to maximize the enjoyment and benefits our customers get from our products and service."

About Robeks 

Robeks Fresh Juices and Smoothies franchise is a trailblazer 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, as fresh as possible, while the customer watches.

Spurred by the introduction of its Next Generation store design and revamped menu, Robeks has been on a growth spurt. The 19-year-old franchise saw average unit volumes rise in 2012, 2013, and 2014 and is on track with its growth objective of 20%-25% per year. Last year the company signed multiple franchise agreements in Guam, Hawaii, Pennsylvania, Florida and New York and is on track to continue that pace in 2015.

The Next Generation stores include an upscale redesign of the inside and outside of a typical Robeks with a focus on a sleek, dramatic 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.

To learn more about the Robeks Franchise Opportunity, visit

SOURCE Robeks 


Victor DeSio
Senior Director of Franchise Development


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