Jump Start needs boost, students say

By Christopher DaCosta

Jamba Juice's previous existence on campus has left many students craving for more. As a result some are choosing to avoid the replacement venue, Jump Start, which offers both an alternative menu and its own version of smoothies.

"I am a huge fan of Jamba Juice so I am refusing to give Jump Start my business," said sophomore Revelle Icardo.

According to a Bon Appetit flyer entitled "A Venue Transformed," Jamba Juice's "signature smoothies were the gold standard." A brand-name proved to be alluring for both Santa Clara Dining Services as well as students, often serving as a unique option when compared to other campuses.

"I was really excited when I found out that we'd have our own Jamba Juice on campus," senior Daniela Mejias said. "Whenever I bring my friends from other colleges here, they are really impressed when they find out about it."

Apart from being touted as a bragging right, Jamba has formed a much closer connection with Santa Clara students according to senior Maureen Warde. "People that have been drinking Jamba Juice after they work out for a few years aren't going to start liking something that is new and not as good," she said. "You basically can't compare the two."

Primarily due to franchise premiums not being covered by revenue, as said in the literature provided by Bon Appetit, both the university and Jamba Juice decided to end the partnership that began in 1998.

"One of the other reasons why [Jamba Juice was removed], was because of the variety, it was very limited with Jamba Juice," said new manager of Jump Start, Lisa Flores.

"Jump Start is able to offer a larger variety whereas with Jamba Juice we could only use what the franchise told us to," said Flores. "Here we are able to offer the wraps - we have breakfast wraps and lunch wraps."

While Jump Start shares the similar goals to its predecessor, Jamba, it has a few different features. "Our menu consists of a lot of stuff like power bars, energy bars and our new wraps." Flores said.

Some student response has reached both Enarsen and Flores.

"The main feedback we are getting is that many students are just not aware that the consistency and recipes are pretty similar to Jamba Juice, so I guess students see that it's not Jamba Juice and it seems different," said Flores.

Students tasting Jump Start smoothies do seem to have an opinion tainted by a yearning that can only be satisfied by Jamba. "Jamba Juice is just something that I crave, like, I have to have it," said senior Wendy Wilkinson.

Sophomore Teresa Wagner agreed with Wilkinson saying, "I have never been to a juice place that was as good as Jamba Juice, anywhere, not just Jump Start."

Despite many students displaying intense brand loyalty, there are some who remain indifferent.

"It's [Jamba] just not a name brand anymore and I don't really care about that," said sophomore Jennifer Chiang. "I like Jump Start, I really think it's the same thing as Jamba."

Off-campus student, sophomore Megan Burnett was simply glad to have something available. "Whether there is a Jamba Juice here or not, as long there is something providing juices and food, I'm happy," she said.

Out of state freshman Elizabeth Berg, never had the chance to experience Jamba Juice but she's happy to have an alternative dining venue on campus. "I enjoyed having a little variety on campus," she said. "I like having it there, even though I hear Jamba Juice is a lot better," Berg said.

A lot of students simply have dismissed Jump Start before even going there, based on what they have heard around campus.

"I've just heard that they aren't as good and the selection is not like it used to be, so I haven't even gone over there because of that," said senior Kelley Mays.

Many say that now that Jamba Juice is no longer there, they do not find Jump Start appealing.

"I've never been there, not this year," said sophomore Tom Connelly. "I heard that it's okay but it's not the same as Jamba Juice. I miss Jamba."

Jump Start is taking student opinion into account by taking specific measures to refine their services. "We are working on developing a broader menu base," said Flores.

Along with extra smoothie boosts and flavors, the managers of Bon Appetit are collaborating to improve marketing of the store, according to Flores.

But there are some things that cannot be replaced, like brand name familiarity and association.

Freshman Jesselle Robles is one student who maintains brand loyalty to Jamba Juice. "I like Jamba Juice better because I have certain things that I like to get," she said. "Here I had to pick and choose and I really didn't like what I chose."