When Lee Pflugrath and his team launched Acai Fresh in Davis in 2024, the goal wasn’t simply to open another quick-service concept. Instead, they set out to create a venture centered on fresh ingredients, customization, and convenience.
“We wanted to offer something that felt fresh, approachable, and enjoyable for a wide range of customers,” he told What Now in an exclusive interview. “We focused on creating options that were flavorful, visually appealing, customizable, and operationally consistent.”
The original Davis location, at 431 G Street, proved to be an ideal place to introduce the concept, where customers choose from customizable acai bowls, signature bowls, and smoothies, with an extensive selection of fresh fruit, granola, sauces, and toppings.
“Davis was a natural fit because of its strong sense of community, active lifestyle, student population, and support for independent local businesses. The neighborhood also provides a good combination of residents, students, employees, and visitors,” he said.
“The Davis community has been very supportive. We have developed a loyal customer base and have received encouraging feedback from students, families, local employees, athletes, and other community members.”
Acai Fresh has also become increasingly involved with the local community through partnerships with schools, university organizations, athletic programs, fundraisers, local businesses, and community events.
And now, less than two years later, the brand is beginning to grow on a much larger scale. Acai Fresh is preparing to expand beyond its flagship, with two new locations planned in Sacramento and three in the Walnut Creek area, marking the company’s next phase of growth.
“The response to the original concept demonstrated that there was demand for the brand beyond one location,” Pflugrath said. “Expanding also allows us to reach more customers while creating additional opportunities for our team members.”
Rocklin has a store currently in development, and the company is evaluating several additional opportunities throughout the greater Sacramento and East Bay regions.
“We are excited to become part of each community we enter,” he said. “Our goal is to create a welcoming place where people can enjoy fresh food, great service, and a positive experience.”
Looking ahead, beyond these first phases of initial growth, Pflugrath envisions Acai Fresh becoming a “recognizable regional brand while maintaining the quality, service, and community-focused approach that helped establish the concept.”
And while he and his team are excited to take the concept to the next level and put more locations on the map, he also understands that growing needs to be methodical.
“Build a strong foundation before expanding,” Pflugrath said. “Focus on consistent operations, reliable systems, great employees, and a product that customers genuinely enjoy. Growth should be thoughtful and sustainable rather than rushed.”
He also says that franchising may be considered in the distant future, but that right now, their “current focus is on developing strong company-operated locations. We want to make sure the brand, systems, and operating model are fully established first.”
