Main Squeeze culture draws new operators
Left to right: Main Squeeze franchisees Jeremy and Lilah Soileau and Emily and Dax Parker.
The jalapeño is what makes Burn Jeremy Soileau’s favorite cold-pressed juice, while Dax Parker opts for Alive and its antioxidants or Detox for its activated charcoal. The two friends, along with wives Lilah Soileau and Emily Parker, went from customers to franchisees of Main Squeeze Juice Co. after another friend joined the brand’s franchise sales team and turned them on to the opportunity. The group signed a 10-store deal to expand the brand in Texas, with plans to open in Houston, Austin and Dallas. Soileau and Parker also acquired the Woodlands location, slated to open outside Houston in 2019.
“The more we started experiencing the Main Squeeze culture and the juices, you realize it’s so much more than a juice, it’s a lifestyle,” said Parker, a marketing exec for a large healthcare network. “Ultimately we felt it was a fit for us.”
Though they live in Lake Charles, Louisiana, where Main Squeeze was founded (it moved its headquarters to New Orleans in 2017 with the launch of franchising), Houston is only a two-hour drive and the closest area available. “We would have loved to be in Louisiana but the licenses were pretty much all sold out,” said Parker as he noted the brand has nearly 50 locations in development. They have a Houston-based business partner who will oversee the early development there.
Main Squeeze does have one location open in Texas to go along with three in Louisiana, and Soileau said they’re excited to be “frontrunners” with the brand. Soileau, the general sales manager of a large Ford dealership, said they’ll lean heavily on social media and digital marketing to promote the brand while also focusing on the health benefits and community feel. He noted the fun, casual vibe of locations that have also become gathering places in their respective communities. “It’s refreshing, it’s sexy, you want to just hang out there and drink smoothies,” said Soileau.
“I personally think you’re going to see Main Squeeze become a household name across Louisiana and Texas and then very quickly become a multi-state brand,” said Parker.
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