Longtime Juice It Up! franchisee Cem Yorulmaz is expanding his role within the health focused beverage and bowl brand with a new multi unit development agreement in Texas. The four store deal, covering Houston and Katy, reflects growing interest in better-for-you food and drink concepts in the Lone Star State and marks a new chapter in the company’s broader expansion strategy.
Yorulmaz, who has operated multiple Juice It Up! locations in California for more than 15 years, has consistently ranked among the brand’s top performing franchisees. He has formed a partnership with Katy resident Gulendam Ece Hurmeydan, together launching Palate Pros LLC to lead the development effort. Hurmeydan said that when her family relocated to Katy last year, she saw an opportunity to bring the popular smoothie and bowl concept to a rapidly growing market.
“We have seen firsthand how successful the Juice It Up! model can be, and we are excited to bring opportunities for brand growth to Houston and Katy,” Hurmeydan said. She pointed to the area’s demographic trends and economic growth as key reasons why the timing felt right to partner with Yorulmaz.
Juice It Up! currently operates around 100 locations across seven states, with more than 30 additional sites in development, including several in Texas. The company is focused on expanding into markets where demand for smoothies, raw juices, and nutrient rich bowls remains strong, driven in part by consumer interest in healthier lifestyle choices.
Carlo Verdugo, vice president of operations and business development at Juice It Up!, said Texas remains a key priority for the brand’s long term growth. He noted that partnering with experienced operators who understand the business model is crucial to delivering a consistent guest experience and supporting franchisee success as the network expands into new territories.