Cem Yorulmaz has operated profitable Juice It Up! franchises in California for the last 15-plus years, and is now bringing the brand’s smoothies and superfruit bowls to Southeast Texas with four new locations. For the expansion, he’s partnering with Gulendam Ece Hurmeydan to open the four stores in Houston and the nearby suburb of Katy.
“We’ve seen firsthand how successful the Juice It Up! model can be,” said Hurmeydan, who lives in Katy and has a background in real estate. “We’re excited and energized to bring opportunities for brand growth to Houston and Katy.”
Proven franchise success supports Texas expansion
Yorulmaz’s California stores consistently rank among the brand’s top performers and generate nearly $1 million in average unit sales, which mirrors the company’s trajectory.
Juice It Up! made the Entrepreneur Top 500 for the second straight year with a ranking of 462 in 2025. It was also named one of Fast Casual’s Top 100 Movers & Shakers for 2025 at No. 33. This marks its fifth straight year on the list.
“When my family relocated to Katy last year, it felt like the perfect time to partner with Cem, whose operational expertise is unmatched,” Hurmeydan said. “(We wanted to) introduce Juice It Up! to a market that’s expanding rapidly and demonstrating tremendous potential for long-term business success.”
Yorulmaz’s experience, combined with Hurmeydan’s real estate background and connection to the community, positions them for success.
“We are confident this partnership will further cement Juice It Up! as the go-to smoothie, bowl, and juice brand for guests throughout the Lone Star State,” said Carlo Verdugo, VP of Operations and Business Development at Juice It Up!.
More from L’Express Franchise
Brand momentum fueling expansion
Juice It Up! operates around 100 locations across seven states, with more than 30 additional stores in the works. Nearly two-thirds of locations are operated by existing franchisees, like Yorulmaz.
With relatively low development costs and a simplified labor model, Verdugo feels the franchise is well-positioned for sustained growth in markets like Texas.
“Texas is a high-priority growth market for Juice It Up!,” said Verdugo. “We are proud to expand our footprint in Houston and Katy with experienced partners who understand our brand and business model.”
