Greenjoy
Greenjoy is a Brazilian fast-casual healthy food chain operating ten locations in São Paulo and Campinas under SMZTO group ownership, serving customizable salads, wraps, bowls, juices, and açaí to urban health-conscious consumers via in-store, delivery, and mobile app channels.
- Company typePrivate
- Founded2010
- HeadquartersSão Paulo, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Greenjoy does
Greenjoy is a Brazilian fast-casual restaurant chain headquartered in São Paulo that operates a healthy-food menu centered on customizable salads, wraps, and bowls, complemented by açaí bowls and fresh juices. The company was founded by three former professional athletes — Marcos Rodriguez (ex-MMA), Fernando Lemos (ex-football), and Thomas Takemoto (ex-tennis) — and was acquired by SMZTO, a diversified food and beverage holding group, in 2018. Greenjoy operates ten physical locations concentrated in premium São Paulo neighborhoods (Itaim, Jardins, Pinheiros, Vila Olímpia, Moema, Brooklin, Faria Lima) plus Campinas, with one Pinheiros location operating as delivery-only.
The company's product platform spans in-store dine-in and takeaway, an owned delivery storefront (delivery.greenjoy.com.br), a dedicated iOS/Android mobile app, in-store self-service ordering kiosks, and the Clube GJ cashback loyalty program accessed via phone number registration. Underlying operations are conventional fast-casual food service; no proprietary technology, software platform, or AI component is disclosed, and the mobile app and delivery site are presented as standard commerce rather than differentiated technology assets.
Greenjoy's revenue model is transaction-based: direct consumer payment for menu items at retail (restaurant) locations, plus identical transactions routed through the app and delivery channel. Pricing is not publicly listed on the website; menu prices are only available via PDF. The customer base is composed of individual health-conscious urban consumers in São Paulo and Campinas, with no enterprise or B2B customer segment disclosed. Reported gross revenue was R$ 20.5 million in fiscal year 2021 (the only disclosed financial figure), and Greenjoy operates as a privately held subsidiary of SMZTO with no public listing, ticker, or independent funding history.
Greenjoy firmographics
Firmographics- Name
- Greenjoy
- Legal name
- Greenjoy
- Website
- https://greenjoy.com.br
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Greenjoy is a Brazilian fast-casual healthy food chain operating ten locations in São Paulo and Campinas under SMZTO group ownership, serving customizable salads, wraps, bowls, juices, and açaí to urban health-conscious consumers via in-store, delivery, and mobile app channels.
- Ownership category
- akta.pro rank
Greenjoy industry classification
Industry- Product category
- Fast-Casual Restaurant
- NAICS
- Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Health-Focused Cafes (Organic/Vegan/Wellness) (THAFADAL)
- akta.pro secondary industry
- Smoothie & Protein Shake Bars (THAFAKAB)
Keywords
Where Greenjoy is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices10 records
Markets served
Greenjoy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- In-restaurant dining and takeaway sales: Revenue generated from customer purchases at physical restaurant locations for salads, wraps, bowls, and juices. Customers can also order for delivery.
Distribution channels3 records
Marketing channels3 records
Greenjoy product offering
Product offeringCore offering
Greenjoy is a Brazilian fast-casual restaurant chain that sells customizable salads, wraps, bowls, fresh juices, and açaí across 10 physical locations in São Paulo and Campinas. The chain operates a mobile app, a delivery platform, self-service kiosks, and the Clube GJ loyalty/cashback program for individual consumers.
Product overview
Greenjoy is a Brazilian fast-casual restaurant chain operating in the healthy food sector, offering a menu centered on customizable salads, wraps, and bowls, complemented by açaí bowls and fresh juices. The company operates physical restaurant locations across São Paulo and Campinas, supported by a delivery platform (delivery.greenjoy.com.br) for online ordering, in-store self-service kiosks for order placement, and the Clube GJ loyalty program that rewards customers with cashback credits via phone number registration. The Greenjoy mobile app (iOS/Android) complements these channels by enabling customers to manage their loyalty balances and place orders. The business is part of the SMZTO group and positions itself on sustainable and transformative food practices.
Differentiator
Problem solved
Functional benefit
Brands
- CLUBE GJ: Loyalty/cashback program where customers earn benefits on each purchase. Customers can register at self-service kiosks or via the app and accumulate cashback to use on future purchases.
Products and services
- Greenjoy Salads, Wraps & Bowls Customizable salads, wraps, and bowls centered on healthy ingredients, sold across Greenjoy's 10 physical stores for individual consumers in São Paulo and Campinas.
- Greenjoy Fresh Juices & Açaí Fresh juices and açaí-based items sold as part of Greenjoy's menu to individual consumers in São Paulo and Campinas.
- Clube GJ Loyalty Program Digital loyalty/cashback program called Clube GJ that rewards Greenjoy customers for repeat purchases across the chain's stores and digital channels.
- Greenjoy Mobile App Greenjoy-branded mobile application available on iOS and Android that allows individual consumers to place food orders and engage with the Clube GJ loyalty program.
- Greenjoy Delivery Service Delivery service that allows Greenjoy customers to order salads, wraps, bowls, juices, and açaí for off-premise consumption in São Paulo and Campinas.
Companies that use Greenjoy
Customer profileSegments1 record
Ideal customer profiles1 record
Greenjoy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Greenjoy partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Greenjoy competitors and assessment
Company assessmentRegional players
- Frullato: Brazilian chain focused on açaí, smoothies, and light, healthy fare with stores concentrated in specific regions. Comparable on Brazilian açaí/juice menu overlap, though smaller and more regionally concentrated than Greenjoy.
Broad incumbents
- Chipotle Mexican Grill: Large US fast-casual chain with a build-your-own bowl/taco format, strong digital and loyalty ecosystem, and proven multi-hundred-unit economics. Broader incumbent reference point for what a scaled fast-casual digital-native chain can become.
- Smoothie King: Established US smoothie and healthy-beverage franchise with broader store count and franchise infrastructure. Comparable on the juice/smoothie component of Greenjoy's menu and on franchise-driven multi-unit operations.
Direct peers
- Just Salad: US fast-casual chain centered on customizable salads, wraps, and bowls with a sustainability and loyalty-program emphasis. Direct functional match to Greenjoy's core build-your-own salad/wrap/bowl offering.
- CAVA: Mediterranean-inspired fast-casual chain offering customizable bowls, salads, and pitas with strong digital channels and loyalty. Closely mirrors Greenjoy's customizable format, ingredient-led menu, and digital/lifestyle brand approach.
- Sweetgreen: US-based fast-casual chain specializing in customizable salads, bowls, and warm plates with a strong brand and digital ordering. Most directly comparable to Greenjoy's build-your-own salad/wrap/bowl model and health-focused positioning.
- Salad Creations: Customizable-salad franchise concept operating in multiple countries, offering build-your-own salads, wraps, and bowls. Direct functional peer for the customizable fast-casual salad model Greenjoy operates.
- Freshii: Canadian healthy fast-casual franchise serving salads, wraps, bowls, smoothies, and juices with a global franchise model. Comparable on menu mix, customizable ordering, and franchise-style scaling potential.
- Be Green: Brazilian natural-food restaurant chain offering salads, wraps, hot dishes, juices, and desserts across São Paulo. Closest in-market competitor to Greenjoy, sharing the same city, audience, and healthy fast-casual positioning.
- Tropical Smoothie Cafe: US franchise blending smoothies and acai bowls with healthy wraps, sandwiches, and salads. Comparable on the smoothie/açaí + light meal mix and on franchise-driven unit economics relevant to Greenjoy's expansion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Greenjoy social profiles
Digital presenceGreenjoy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greenjoy leadership team
Management profileNumber of profiles
Profiles3 records
Greenjoy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greenjoy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Greenjoy
What does Greenjoy do?
Greenjoy is a Brazilian fast-casual restaurant chain that sells customizable salads, wraps, bowls, fresh juices, and açaí across 10 physical locations in São Paulo and Campinas. The chain operates a mobile app, a delivery platform, self-service kiosks, and the Clube GJ loyalty/cashback program for individual consumers.
Is Greenjoy a public or private company?
Greenjoy is a private company. It is classified as corporate owned and is currently operating.
When was Greenjoy founded?
Greenjoy was founded in 2010. It employs 51 to 100 people.
Where is Greenjoy based?
Greenjoy is headquartered in São Paulo, Brazil, in the Latin America region.
How does Greenjoy make money?
One revenue line is on record: in-restaurant dining and takeaway sales.
Who are Greenjoy's main competitors?
Frullato is listed as a regional player. Broad incumbents are Chipotle Mexican Grill and Smoothie King. Direct peers are Just Salad, CAVA, Sweetgreen, Salad Creations, Freshii, Be Green and Tropical Smoothie Cafe.
Does Greenjoy have an API?
No public API is recorded for Greenjoy.
What industry is Greenjoy in?
Greenjoy's product category is Fast-Casual Restaurant. Its primary akta.pro industry code is THAFADAL, Health-Focused Cafes (Organic/Vegan/Wellness), with a secondary code of THAFAKAB, Smoothie & Protein Shake Bars. Its NAICS code is 72251 and its SIC code is 5812.