Greenheart Juice Shop is planning to take on a new form, one that required it to shed its short-lived Reston location.
Less than a year after opening, the local juice and smoothie chain has closed its doors at North Point Village Center. This past Monday (July 28) was its final day of business, founder and director of operations Alicia Swanstrom confirmed to FFXnow.
As noted on a sign posted to the door, Greenheart is in the process of rebranding to Greenheart Café to reflect how its menu has expanded beyond its signature cold-pressed juices.
“Our new Greenheart Café concept expands the menu to include specialty coffee, lattes, sourdough sandwiches, and an even wider variety of grab-and-go offerings,” Swanstrom said. “Guests will also enjoy fresh pastries and a small market area featuring farm-fresh eggs, locally-made sourdough, and other artisan products — all alongside our popular superfood smoothies, avocado toast, and signature waffles.”
According to Swanstrom, the change in concept will enable the business to “better serve a broader audience year-round,” but the smaller size of the Reston juice bar and conditions in the lease limiting what could be offered would’ve made converting it into a cafe difficult, if not impossible.
“Unfortunately, the Reston space was unable to accommodate the full café menu and operations, leading to the decision to close that location,” she said.
Greenheart also closed a shop in Arlington’s Ballston neighborhood last October. While a move within Ballston was initially considered, Swanstrom says the location at 2016 Wilson Blvd in Courthouse will be the only one in Arlington going forward.
Launched in Aldie in 2010 with the goal of offering a healthy, nutritious juice option, Greenheart is back down to five locations for now, including one at 208 Dominion Road in Vienna. All stores will remain open during the transition to the new branding and menu, which are expected to be in place before this fall.
The company is also working on expansions to two new areas: Old Town Alexandria and Ashburn in Loudoun County.
“We are excited to focus our efforts in Alexandria and Ashburn where we have signed leases and can bring the full Greenheart Café vision to life,” Swanstrom said.
Greenheart had its grand opening at 1432 North Point Village Center in Reston on Nov. 23, filling a suite that had been vacated in 2019 by Jerry’s Subs and Pizza.
In addition to Call Your Mother, which opened this spring, the shopping center’s remaining food options include Glory Days Grill, Finn Thai, Gregorio’s Trattoria, Shah’s Halal Food, Sweetfrog, Starbucks, Honey Baked Ham and Baskin Robbins.
Hat tip to Laura Crielly
