Ran the numbers on smoothie bars before opening Pulp & Pressed, and most of them make the same mistake: pricing per-cup like a coffee shop instead of thinking about how their actual customer eats.

A gym-goer training 4-5x a week isn't buying one smoothie. They need a recovery drink after every session, consistently, for months. Charging $9-12 a cup one-off means they either bail after two weeks (too expensive to sustain) or you're leaving recurring revenue on the table.

What we did instead: built the whole thing as a monthly pass — a fixed number of smoothies/juices per month at a price that beats pay-per-cup, with priority pickup baked in so gym-goers aren't standing around post-workout. It reframes the purchase from "should I get a smoothie today" to "I already have this covered" — which is a completely different psychological switch, and it's the difference between a one-time customer and a habit.

If you're building anything subscription-adjacent around a daily habit (fitness, coffee, meal prep), the question isn't "what do I charge per unit" — it's "what does my customer's routine actually look like, and how do I make my product the default inside it."