The Virginia-based brand, which bills itself as the first certified organic fast-casual restaurant in North America, opened at 1330 Connecticut Avenue NW on Thursday, January 17. A grand opening date, scheduled for Friday, January 25, will jumpstart full hours of operation (tentatively 7 a.m. to 8 p.m.) with free avocado toast and coffee at noon that day.
A debut item at the bright 18-seat location — currently open from 9 a.m. to 5 p.m. — is a four-pack of beet cacao “truffles,” which were received well at Fruitive’s local farmer’s market stands.
Top-selling juices designed to ward off colds include the Immunity Plus (green apple, ginger, and cayenne) and the nutrient-dense All Greens. “It’s probably the most bang for your buck,” says regional manager Ryan Becklund.
Along with signature “liquid meals” (Matcha Morning, Coffee Date), the menu includes quesadillas, wraps, salads and sandwiches (portobello, avocado-cucumber). There are also waffles, pour-over soups, and custom bowls (acai, banana-peanut butter).
Here’s a look at the lineup:
Fruit Ive by on Scribd
Its full coffee program is expected to roll out in February, featuring activated lattes with mushroom powder. Alcohol isn’t in the equation, but Becklund notes Fruitive’s juices blend as “really good mixers,” and partnering with a bar could be an option down the road.
Fruitive also operates a trio of locales in its hometown, Virginia Beach. The brand opened its first D.C. location at CityCenter DC in 2015.
Scroll on for a look inside the burgeoning juice bar’s newest D.C. location:
Status: Certified open. 1330 Connecticut Avenue NW; website.