The brand's expansion accelerated following a 2024 acquisition by private equity firm Sycamore Partners, which bought a majority stake to reinforce supply chains and operations. Locations operate in spaces between 1,200 and 1,800 square feet, serving customizable superfood bowls in airports, stadiums, college campuses, and suburban centers. Franchised stores generate an average of $1.2 million in annual sales, with premier coastal and suburban sites bringing in more than $2 million. Now led by Chief Executive Officer Dan Rowlands, the business plans to reach 800 locations by the end of the decade.
Key points
The brand avoids expensive commercial ovens and deep fryers by relying on refrigeration a…: The brand avoids expensive commercial ovens and deep fryers by relying on refrigeration and blenders to reduce franchisee startup costs.
Leadership transitioned in late 2024 with Dan Rowlands taking over as Chief Executive Off…: Leadership transitioned in late 2024 with Dan Rowlands taking over as Chief Executive Officer while the founders moved to advisory roles.
The company is targeting the Midwest and the West Coast to achieve its goal of reaching 8…: The company is targeting the Midwest and the West Coast to achieve its goal of reaching 800 stores by the decade's end.
Sources checked by our analysis pipeline: 1
What started as a small homemade food cart on a pavement in New Jersey has grown into a fast-casual restaurant chain with more than 400 locations across North America. Playa Bowls was founded in 2014 by local surfers Robert Giuliani and Abby Taylor. In 2026, the company passed the 400-store mark after recording $332 million in total systemwide sales in 2025. Its rapid growth, from a small beachside business to a major national franchise, reflects growing customer interest in healthy and customizable fast-food options.
Roots on the Jersey Shore
The idea for the business came after Giuliani and Taylor spent years travelling to popular surfing destinations, including Panama, Costa Rica, Nicaragua, and Puerto Rico. During their trips, they discovered fruit bowls made with superfoods at small beach huts. They saw a chance to bring the same idea to the American fast-casual market and decided to start a business in their hometown of Belmar, New Jersey. With less than $5,000 to start, the pair built a simple food cart using reclaimed wood, bought a blender, and opened for business outside a…
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