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Franchise Times Gives Ink to Main Squeeze Juice Co. Deal

The article begins... "Two franchise veterans, Heather Elrod and Christo Demetriades, have formed Conscious Capital Growth and invested in their first firm: Main Squeeze Juice Co."

Check out these quotes, and read the entire story here.

Main Squeeze Juice Company team members.

About the partnership of Christo Demetriades and Heather Elrod

"Christo and I have known each other for about six years, and we knew very early on after meeting that we had similar values about people and business and were like-minded in our leadership style," Elrod said.

About the company's truly unique investment philosophy

Elrod continued, "Our goal after investment is to support the founders and the C-suite to really grow the culture that they created, that made their brand so special."

About what triggered the interest in Main Squeeze Juice Co.

"...the food was a big draw for investing in Main Squeeze. 'Christo and I went and tasted the entire menu. Everything was phenomenal, but moreover the team. The team is exceptional.'

About their plans for the brand

"They have tremendous opportunity in economies of scale, in terms of growth opportunities to the existing franchisees. They've been very smart in their growth strategy, in kind of growing regionally, so we just looked to enhance that and accelerate that," Demetriades said. "But improving unit economics is on the top of our priority list and the top of their priority list. Improving AUVs and getting to the improved profitability for the franchisees."

About the culture

He said Conscious Capital aims to keep the founders' culture. "It's all about retaining the culture and enhancing it…and folding the brand around the culture the founders have started. I've seen it so many times, private equity gets involved in the brand and they're truly great at stripping the culture out of that brand. And for us it's the opposite."

About what's next for Conscious Capital Growth

Conscious Capital is set to close another deal, in July. "We have another seven deals in some stage currently," Elrod said. "It's been a fast trajectory. And I think part of that is, Christo and I, when we're having the initial discussions with founders, we're approaching this as operators. We've sat in their seats."

For more information on Main Squeeze Juice Co. visit


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