Greenjoy

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.

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

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

• Fast-casual restaurant
• Healthy food chain
• Salad bowls wraps
• Açaí products
• Restaurant loyalty program

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Regional 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

• Instagraminstagram.com/greenjoy_br
• Facebookfacebook.com/greenjoy.br
• LinkedInlinkedin.com/company/greenjoybr

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Greenjoy