The basics:

• Playa Bowls renovates its original shop in Belmar
• New layout improves customer experience and flow
• Celebrates company’s growth from local stand to 300+ stores

Jersey Shore-born superfruit bowl franchise Playa Bowls is getting even fresher.

Ahead of the summer, the Belmar-based chain’s original shop on Ocean Avenue underwent a full-scale renovation to celebrate its roots in the community. Along with a vibrant new design, the flagship location boasts an improved layout for better customer flow.

Abby Taylor, who co-founded the business in 2014 with Rob Guiliani, said, “Reworking our OG shop into a fresh, energizing space that reflects how far we’ve come is such a full-circle moment. Belmar means everything to me – this is where it all started.

“I’m so pumped for the community to see the new vibe and experience the updated space that still feels totally Playa, just with a fresh twist,” said Taylor, the company’s chief marketing officer. “This shop is where Playa Bowls really took flight after our days blending at the stand right out front of this shop! I couldn’t be more excited to celebrate with the loyal guests who have been with us since day one.”

Coming to fruit-ition

Playa Bowls was inspired by the acai and pitaya bowls Taylor and Guiliani encountered on various surfing trips to locales from Costa Rica to Hawaii.

The business began with a blender, folding table, fridge and freezer on the boardwalk in Belmar and has grown into a leader in the national superfruit bowl shop segment with more than 300 locations across 27 states. Its extensive and unique menu includes acai, pitaya, coconut, kale, banana, oatmeal and mango bowls, as well as juices, smoothies and cold brews made with fresh, high-quality ingredients.

Over the past decade, Playa Bowls has picked up numerous industry accolades from trade publications like Franchise Times, Fast Casual and QSR.

In September 2024, New York City-headquartered Sycamore Partners acquired Playa Bowls for an undisclosed sum and said it would focus on speeding up growth of the franchise in the U.S.

According to a Playa Bowls spokesperson, there are no plans for other shops in the system to remodel.

The Belmar store will celebrate its new look by giving away free bowls and an exclusive T-shirt featuring Playa Bowls’ original logo to the first 50 guests in line May 17. Playa Bowls is located at 803 Ocean Ave. and open daily from 8 a.m. to 8 p.m.