Foodservice Equipment & Supplies


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33 business would require a fleet of food trucks, so the Belanich brothers took a different approach. Joyride turned its attention to providing coffee service, investing in a distribution and brewing facility, and utilizing the best beans and equipment they could source. As customers grew more sophisticated, they started to ask for more options, such as cold brew. Joyride's solution was a growler, but when office refrigerators started to fill up with them, they looked for another answer. After a lot of tri- al and error, youngest brother Noah developed a way to put cold brew coffee in a keg, nitrogenize it and dispense it from a tap. And the company's Craft on Draft ® concept was born. Enter the Kegerator "When most people think about a keg, they think about beer. And we're trying to change that," says Paul Toscano, chief of strategic part- nerships for Joyride. Toscano points out that four or five years ago, the kegerator hadn't been applied to non-alcoholic beverages. "The best way to get a craft beer is on draft; the best way to get a craft cold brew coffee is on draft." To ensure the product would be dispensed consistently, and to provide customers with a turn- key solution, Joyride partnered with Beverage-Air to sell the equipment manufacturer's goods. The kegerators offered are the BM23, which measures 24 inches wide, 29.5 inches deep and holds 4 five- gallon kegs; the DD50, which measures 50.5 inches wide, 28.2 inches deep and holds 10 five-gallon kegs; and the DD58, which measures 59 inches wide, 28.2 inches deep and holds up to 12 five- gallon kegs. On the BM23 unit, a nitrogen tank is mounted on the exterior, while the larger models house the tank inside. Each model can support multiple taps and features a cold-air channel that provides a continuous flow through the tower so the beverages are ice cold every time. The equip- ment has a heavy-duty stainless-steel top with a drip tray, and it is available with a stainless steel or black vinyl exterior. Joyride stocks the equipment and installs it themselves. The partnership is flexible, Toscano says. "Sometimes a customer is working on a larger project, and they will want Beverage-Air to outfit them with the right equipment," he adds. "Then we come in afterwards with the product." Platform for Innovation Toscano says the equipment represents the platform on which Joyride can create new CRAFT ON DRAFT hree brothers set out to change the food truck scene in Manhattan and instead changed office coffee service in markets across the country. Back in 2009, David, Adam and Noah Belanich saw the popularity of high-end treat shops like Pinkberry and decided to roll out their own food truck — Joyride — selling quality frozen yogurt. Customers liked the product, but the Belaniches were frustrated that the truck sat idle in the morning and through the winter. They decided that coffee would complement the frozen yogurt, so they got trained as baris- tas to offer the best coffee they could find: Stumptown out of Portland, Ore. People came down from their offices when the truck was nearby, and customers told the brothers that they wished Joyride was available all day, every day. To scale the

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