The Generation That Juices
Walking around with a Starbucks in hand has always been cool. Not anymore. Move over, Starbucks, there’s a new guy in town. The juice craze has finally hit NYC, and it is going full force! Kale, spinach, celery and green apple has officially replaced iced coffee, Splenda, and a splash of fat-free milk. New York Cityʼs fitness scene has boomed in recent years. Boutique gyms seem to opening everywhere you look with prices reaching more than $40 a class in some cases. Fitness and eating well is everything to many New Yorkers. Now, drinking well can be everything, too. As with gyms, juicing has its very own giant. Sure you can grab a juice from a local bodega or food cart, but you would look so much cooler if you were holding a Juice Generation juice.
I recently started to notice Juice Generations popping up in the more expensive areas of NYC recently. The Upper East Side, Upper West Side and West Village, for example have their own Juice Generations. There are now nine locations throughout Manhattan. A 10th location will be coming soon to the exclusive Gramercy neighborhood. I knew they were getting popular, but I didnʼt know the extent of it until I spent the weekend in my familyʼs house outside of NYC. My father, a 55-year-old stock broker on Wall Street, asked me, “Whatʼs the deal with these green juices? People are coming into work holding these juices everyday now. What are they?” I explained the juicing craze that has hit our city fast and hard. My dad simply shook his head and replied, “Iʼve worked at this place for 26 years. 26 years of coffee everyday. Juice is NOT coffee.”
A large juice from Juice Generation will run you roughly 10 bucks! That adds up pretty quick, especially when you grab one daily for work or after spending $34 dollars to spin at the Soul Cycle just a few doors down. With prices that high for essentially vegetables, one would think the place wouldnʼt be too busy. Wrong! Most of the time the line of patrons goes out the door! You end up waiting at least 10-15 minutes as you watch workers jam stalks of celery into giant juicers. Is juice worth the money and the time?
Juice Generation makes a great juice. They use fresh, local and organic ingredients. Nothing is ever made before you order. You can customize your juice, asking them to replace a fruit of vegetable or add one of their “boosts.” These “boosts” are shots added to your drink. They have different purposes. For example, “Burn” is added to boost your metabolism while “Immunity” boosts your immune system. Juice Generationʼs website claims the juice helps reduce stress, improve the glow of your skin, and energize you. “It gives you a natural and sustained life, tastily replacing coffee, energy drinks and processed snacks.” Are you ready to kick your coffee or energy-drink habit to the side?
Itʼs great to enjoy some fresh juice every now and then, but I have to agree with my father. I donʼt think Iʼm ready to throw out my Starbucksʼ Gold Card just yet. I know that kale is far better for you than too much caffeine, but we live in a city that doesnʼt sleep. We are expected to wake up early, be at work at a certain time, produce stellar work till late hours of the evening, get in a work out and live a social life. I donʼt see kale helping us achieve all this the way coffee does. Coffee hasnʼt failed me. Iʼm loyal to caffeine. I need it to live at this cityʼs pace. You do what you want, but Iʼm going to continue starting my days with a venti.
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