Melrose Gets First Bruegger's Bagels-Jamba Juice

MELROSE, MA—Do you love bagels? Do you love smoothies? Well now you might be able to get them all under one roof.

Bruegger’s Bagels and Jamba Juice announced Thursday that they would be opening their first of several planned co-branded stores which contain both Bruegger’s Bagels and Jamba Juice in Melrose! The bagel chain will also be debuting several new menu items, according to the release.

“We tested the concept near the University of Connecticut campus, and it really demonstrated the power of this partnership,” said Bruegger’s Bagels President Paul Carolan in a statement. “With our Melrose location, we’ve expanded on what we’ve learned, adding a new service model and interior design, extended hours of operation, as well as premium menu extensions to enhance the guest experience even further.”

The two chains have other co-branded locations under construction. Many other restaurants such as KFC and Taco Bell have moved in the same direction. According to a report by Businessweek, there are many reasons that stores co-brand, including introducing its brand to the loyalists of another brand, cost savings, and enabling of a brand to benefit from the “halo of affection” from another.

“Bruegger’s Bagels’ loyal following in the Boston area provides a great opportunity for us to introduce Jamba Juice in concert with a local favorite that has been serving the market for more than 30 years,” said David Pace, CEO of Jamba, Inc in the statement. “The combination of the two brands will offer guests a unique variety and even more reasons to visit for breakfast, lunch, late afternoon snacks, dinner and beyond.