Pura Vida Miami

What Pura Vida Miami does

Pura Vida Miami is a privately held, health-focused fast-casual café chain headquartered in Miami and operating 50+ company-owned locations across six U.S. states (Florida, New York, California, Maryland, Virginia, and New Jersey) as of mid-2026. Founded in 2012 by Omer and Jennifer Horev as a single Miami Beach neighborhood café, the company sells an all-day menu built around an ingredient-driven philosophy — seed-oil-free preparation, pasture-raised eggs, grass-fed proteins, seasonal produce — covering avocado toasts, salads, wraps, bowls, açaí bowls, cold-pressed juices, superfood smoothies, artisanal coffee and matcha, high-protein plates (grass-fed steak, salmon, chicken, falafel), and fresh-baked goods. Supporting products include catering (B2B, $350+ minimum, 24-hour lead time), private event space rental across 10- to 150-person capacities, e-gift cards, and branded merchandise through a dedicated e-commerce shop.

The underlying technology stack is intentionally lightweight and consumer-facing rather than differentiated: ordering, loyalty points, in-store scan-to-pay, and location services run on a third-party mobile app platform from Incentivio, Inc., with own-delivery and third-party delivery via Uber Eats. The company accepts Visa, MasterCard, Discover, American Express, and Google Pay across its owned online ordering storefront and Shopify-style e-commerce site. There is no franchising; all locations are company-operated, which preserves brand and quality control but constrains capital-light scaling.

Pura Vida's go-to-market combines direct-to-consumer retail (DTC) with an emerging enterprise motion. The DTC engine is the physical café footprint plus own-app/website ordering, supported by social media-led marketing (Instagram, TikTok) and earned-media press coverage. The enterprise layer includes B2B catering, private event hosting, and multi-year sponsorships with Inter Miami CF (first-ever Official Health Foods Partner), University of Miami Athletics, Pepperdine Athletics, and Athletum FC. In November 2025 the company received a strategic growth minority investment from TSG Consumer Partners to fund nationwide expansion, followed in June 2026 by C-suite appointments (CDO from Shake Shack, CCO from Sweetgreen, CMO from Oakberry/Popeyes), indicating a shift from founder-led regional operator to professionally managed multi-state retail platform.

Name

Pura Vida Miami

Legal name

Pura Vida Holdings Group, LLC

Website

https://puravidamiami.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

Pura Vida Miami is a health-focused fast-casual café chain operating 50+ company-owned locations across six U.S. states, serving smoothies, açaí bowls, salads, wraps, high-protein plates, and coffee under an ingredient-driven philosophy emphasizing seed-oil-free preparation and quality sourcing since 2012.

Ownership category

akta.pro rank

Product category

Health-Focused Fast-Casual Restaurants

NAICS

Limited-Service Restaurants (722513), Caterers (722320), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Health & Wellness / Functional Fast Casual (macro-counted, high-protein, allergen-friendly) (THAFABAO)

akta.pro secondary industries

Health-Focused Cafes (Organic/Vegan/Wellness) (THAFADAL), Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)

Keywords

• Health-focused dining
• Fast-casual restaurants
• Healthy cafe chain
• Catering services
• Cold-pressed juices

Headquarters

HQ city

Miami Beach

HQ country

United States

HQ region

North America

Offices22 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Food and Beverage Sales: Core revenue from operating over 50 café locations across 6 states, selling items including avocado toasts, pasture-raised egg dishes, salads, wraps, bowls, cold-pressed juices, smoothies, açaí bowls, and fresh-baked goods. Also includes artisanal coffee, matcha, and specialty drinks.
2. Catering Services: B2B catering services for pickup and delivery with minimum order requirements of $350+, targeting corporate events and private gatherings. Orders must be placed 24 hours in advance.
3. Merchandise and Online Shop: E-commerce sales through shoppuravidamiami.com for merchandise products, allowing customers to purchase branded items alongside food purchases.
4. Delivery Commissions: Partnership with third-party delivery platforms like Uber Eats generates commission-based revenue. The company also offers own-delivery through their app where customers earn loyalty points.
5. Private Event Space Rental: Rental of private dining spaces across multiple locations for events, with pricing starting at $500 for custom cart rental and $200 for cooler rental plus $150 delivery and setup. Booking lead times vary by location (7-14 days).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Pura Vida Miami operates a chain of health-focused fast-casual cafés offering an all-day menu of avocado toasts, pasture-raised egg dishes, chef-driven salads, wraps, protein plates, açaí bowls, cold-pressed juices, smoothies, artisanal coffee, and specialty drinks, prepared without seed oils. In addition to its 50+ retail café locations across six U.S. states, the company offers B2B catering services, private event hosting, a mobile app with loyalty rewards, and an e-commerce merchandise store.

Product overview

Pura Vida Miami is a health-focused all-day café and lifestyle brand offering a unified product portfolio centered on wellness-oriented dining. The core offering consists of the restaurant concept featuring a carefully curated menu of avocado toasts, pasture-raised egg dishes, chef-driven salads, high-protein plates (grass-fed steak, salmon, chicken, falafel), wraps, bowls, açaí bowls, and fresh-baked goods, complemented by artisanal coffee with organic ceremonial grade matcha, superfood smoothies with high protein content, cold-pressed juices, and artisanal gelato. Supporting the restaurant experience, the company offers catering services, private event spaces across its Florida, New York, and California locations, a mobile application with integrated rewards program and online ordering, e-gift cards, and branded merchandise through its online shop. The product ecosystem is unified around the brand's ingredient-driven philosophy emphasizing quality sourcing, thoughtful preparation, and community-oriented hospitality.

Differentiator

Problem solved

Functional benefit

Products and services

• All-Day Café Dining Health-focused fast-casual restaurant concept offering all-day dining (breakfast through dinner) with avocado toasts, pasture-raised egg dishes, salads, wraps, protein plates, bowls, and fresh-baked goods, prepared without seed oils. Targets individual consumers seeking healthy dining options.
• Catering Services

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Inter Miami CFflagshipGTM or Marketing Partner · 21 April 2025Pura Vida Miami is the first-ever Official Health Foods Partner of Inter Miami CF. The partnership includes providing daily chef-curated meals for First and Second teams, hosting Academy nutrition workshops, and exclusive menu offerings at Chase Stadium. The partnership brings 'Health is Happiness' to the stadium with exclusive activations.
• University of Miami AthleticscoreGTM or Marketing PartnerOfficial Health Foods Restaurant Partner of University of Miami Athletics, powering the 'CANES' with high-quality healthy food options. Partnership reinforces commitment to the local community and South Florida roots.
• Athletum FCminorGTM or Marketing PartnerPartnership supporting youth development within the MLS NEXT soccer league. Reinforces commitment to youth sports development.
• Pepperdine University AthleticsminorGTM or Marketing PartnerOfficial Sponsor of Pepperdine Athletics supporting athletes in Malibu as part of West Coast expansion strategy.
• Uber EatscoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership for expanded customer reach. The company works with Uber Eats for delivery orders, though customer support for delivery issues must go through Uber Eats directly.
• Incentivio, Inc.coreTechnology or IntegrationTechnology partner providing the mobile application platform for online ordering, loyalty rewards, location services with GPS functionality, and personalized customer experience. App is published and managed by Incentivio, Inc.

Scale indicators5 records

Recent moves11 records

Expansion highlights7 records

Direct peers

• CAVA: Public Mediterranean fast-casual concept (NYSE: CAVA) competing for the same health-conscious, urban, millennial/Gen Z diner with customizable grain bowls and a strong loyalty app. Direct overlap in product format and consumer profile.
• Sweetgreen: Public health-focused fast-casual chain (NYSE: SG) serving salads, bowls, and warm plates built on similarly transparent-ingredient, high-protein positioning. Directly comparable in target customer, menu philosophy, and digital/loyalty strategy.
• Shake Shack: Premium fast-casual chain with coastal urban density, all-day café-style menus, and a strong New York/LA/South Florida presence. Comparable in operating model, real-estate strategy, and aspirational lifestyle branding — and a direct source of executive talent for Pura Vida.
• Tropical Smoothie Cafe: Franchised fast-casual concept with ~1,000+ units focused on smoothies, wraps, and bowls. Direct overlap on smoothie/juice/healthy menu, with a contrasting franchise-led growth model that illustrates Pura Vida's company-owned scaling tradeoff.
• Playa Bowls: Açaí-bowl and smoothie chain founded on the New Jersey Shore with rapid multi-state expansion. Closest direct competitor on açaí bowls, smoothie menu, and East Coast coastal real-estate strategy.
• Nekter Juice Bar: Health-focused juice and smoothie bar franchise with a similar ingredient-driven menu (cold-pressed juices, bowls, wraps) and West/South expansion footprint. Comparable in dietary positioning and café format.
• Clean Juice: Certified-organic juice bar and café franchise emphasizing vegan, gluten-free, and clean-label offerings. Closest peer on 'organic/wellness café' positioning and dietary-accommodation branding.
• Oakberry: Global açaí-bowl chain (~1,000+ units in ~50 countries) competing head-to-head in the açaí bowl category and a recent employer of Pura Vida's new CMO. Comparable in product mix and international scaling ambition.

Broad incumbents

• Joe & The Juice: International coffee/juice/sandwich chain with a strong urban, design-led, lifestyle-brand identity. Comparable in 'third place' positioning and coastal/aspirational real estate, though broader in menu and geographic reach.

Emerging players

• Pressed Juicery: Premium cold-pressed juice and wellness café concept with both retail stores and DTC channels. Comparable on ingredient-led, wellness-forward branding and overlap on the cold-pressed juice and smoothie menu.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/puravidamiami
• TikToktiktok.com/@puravidamiami
• Xx.com/puravida_miami

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pura Vida Miami