CREATIVE JUICE

UNION SQUARE HOSPITALITY GROUP AND EQUINOX LAUNCH CREATIVE JUICE:
A FRESH CAFE CONCEPT FEATURING CHEF-INSPIRED COLD-PRESSED JUICES

 
Creative Juice to Debut at Two New York City Equinox Clubs in December 2012
 
NEW YORK, November 13, 2012 – Union Square Hospitality Group (USHG) and Equinox announce Creative Juice, their new healthy cafe concept that offers flavorful, nutritious, and convenient eating and drinking choices to both Equinox members and non-members alike. This collaboration was developed to elevate the standard of on-the-go healthy food and beverage offerings using the daily preparation of flavorful recipes that retain their natural nutrients from carefully-sourced ingredients. The cafe’s menu features its eponymous fresh juice line, Creative Juice, a chef-inspired selection of delicious and functional premium cold-pressed juices combined with nutritious, on-the-go culinary offerings.
 
Two initial Creative Juice locations are slated to open in late December at the Equinox located on the Upper West Side at West 76th Street and Amsterdam and in Midtown West on West 50th Street and Broadway.
 
“Danny Meyer and Union Square Hospitality Group are behind some of New York’s finest restaurants. We’re thrilled to work with them to bring chef-inspired, healthy culinary options to our members as part of our commitment to providing an unparalleled member experience,” said Harvey Spevak, Equinox CEO. Danny Meyer, CEO of USHG, adds, “We are looking forwarding to offering a menu of organic juices and other nutritious foods that are at once healthy and hedonistic. We feel incredibly fortunate to be partnering with Equinox – which has an impeccable record of helping people enjoy the pursuit of a healthy lifestyle.”
 
The Creative Juice Nutritional Philosophy
 
Developed with the philosophy that you don’t have to sacrifice flavor to eat healthy, all juices and menu options are equal parts delicious and nutritious – making eating right an enjoyable and sustainable part of the guests’ daily lives, complementing their 9-to-9 lifestyle and keeping them fueled throughout their day. Based on this belief, Creative Juice will offer seasonal detox programs that combine their healthy food and nutritious juices to flush the body of unwanted toxins, reduce inflammation and decrease acidity. Also available is a 3-day signature juice cleanse called “5+1” which combines a daily selection of five juices with the addition of a protein shake.
 
Equinox’s Nutrition & Health Advisory Board, a panel of health experts from the world of preventive medicine and nutrition with the specific goal of helping to identify emerging trends in health related fields, will work to ensure the menu items provide a variety of health and wellness benefits.
 
Chef-Inspired, Cold-Pressed Juices
 
Ensuring that the menu is good as well as good-for-you, James Beard Award-winning chef and USHG’s Director of Culinary Development Michael Romano has developed the juices under the lens of his culinary expertise. Hand-picking the freshest ingredients the market has to offer each season, Chef Romano has designed innovative flavor profiles that have yet to be experienced in the category of cold-pressed juices and provide the drinker with a range of functional benefits. To preserve the raw, nutritional benefits of each ingredient, all juices are cold-pressed and never heated.
 
The result is a lineup of cold-press juices loaded with fiber, vitamins, and minerals such as:
 
The Good Fight (Carrot, Green Apple, Green Cabbage, Young Ginger, Lemongrass, Kefir Lime Leaf)
Soothe Operator (Jicama, Pineapple, Cucumber, Mango, Cilantro, Young Ginger, Jalapeño)
Zest for Life (Golden Beets, Orange Pulp & Zest, Fennel, Tarragon)
Clockwork Orange (Carrot, Papaya, Orange, Pink Grapefruit, Dried Apricots, Young Ginger, Cacao Nibs)
Grin and Berry It (Red Cabbage, Bosc Pear, Cranberries, Dried Black Mission Figs, Young Ginger, Juniper Berries)
Green Means Go (Kale, Cucumber, Kohlrabi, Baby Spinach, Swiss Chard, Cilantro, Parsley, Sea Beans, Jalapeño, Ginger, Dill, Mint)
 
Available in 14-ounce bottles, juices are made fresh and delivered to each location daily. Juice flavors are curated by Chef Romano each season based on market availability. Prices will range from $8.99-13.99.
 
Healthy Eating On the Go
 
In addition to cold-pressed juices, depending on the location, the Creative Juice cafe menu will feature smoothies, baked goods, hot and cold breakfast items, soups, salad bar, made-to-order sandwiches, and snacks that have been created to be enjoyed alone or as a complement to a cold-pressed juice. Salads include Quinoa Salad with Mizuna, Brussels Sprouts, Acorn Squash, Cauliflower, Pine Nuts and Pomegranate Vinaigrette; and Wheat Berry Salad with Roasted Root Vegetables, Maitake Mushrooms, Arugula and Fig-Balsamic Vinaigrette. Sandwiches include Hot Smoked Salmon with Avocado, Bell Pepper and Scallion on Pumpernickel; Grilled Squash with Pickled Onion, Dill and Goat Cheese on Focaccia; and House-made Vegetable Burger with Red Cabbage Slaw on Brioche Bun.
 
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About Union Square Hospitality Group www.ushgnyc.com
Union Square Hospitality Group (USHG) was founded by Danny Meyer and includes some of New York City’s most beloved restaurants: Union Square Cafe, Gramercy Tavern, Blue Smoke & Jazz Standard, Shake Shack, The Modern, Cafe 2 and Terrace 5 (located at the Museum of Modern Art), Maialino, Untitled at the Whitney Museum of American Art, North End Grill, as well as Union Square Events, the company’s catering, sports, and events business, and Hospitality Quotient, a learning business empowering companies to transform their business through the power of hospitality. Each USHG restaurant is lovingly hand crafted and distinctive, and each strives to distinguish itself for warm hospitality and consistent excellence. Along with Danny, USHG is led by an extraordinary team of partners: Paul Bolles-Beaven, Richard Coraine, Michael Romano, David Swinghamer, Jeff Flug and Karen Kochevar. Danny, his restaurants and chefs have earned an unprecedented 25 James Beard Awards, including: Outstanding Restaurant of the Year; Outstanding Service; Outstanding Wine Service; Humanitarian of the Year; Who’s Who of Food & Beverage; Best Restaurant Design; Best Chef: NYC; and Best Restaurant Graphic Design.
 
Actively involved in the community, USHG and its employees are committed to extending its enlightened hospitality beyond the walls of its restaurants. The company supports an array of hunger relief organizations including Share Our Strength and City Harvest, along with civic organizations such as NYC & Company, Union Square Partnership, and the Madison Square Park Conservancy.
 
About Equinox www.equinox.com
Equinox Fitness Clubs operates 57 upscale, full-service facilities in New York, Chicago, Los Angeles, San Francisco, Miami, Boston, Dallas and DC. The company offers an integrated selection of Equinox-branded programs, services and products, including strength and cardio training, group fitness classes, personal training, spa services and products, apparel and food/juice bars. Since its inception in 1991, Equinox has developed a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership and results. IT’S NOT FITNESS. IT’S LIFE.
 
Union Square Hospitality Group
Jee Won Park, 646.747.0596
jpark@ushgnyc.com
 
Equinox
Judy Taylor, 212.774.6330
judith.taylor@equinox.com

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