"As any just-opened food truck can tell you, it's not so hard to get customers (and press) when you're the hot new thing on the block. Pull up to the curb, put the word out on Twitter, start serving your Japanese curry, Korean tacos, grilled cheese sandwiches or escargot-on-a-stick, and for a while at least, novelty will be your cash register's best friend.
But how do you stay in business for 35 years making smoothies, soup, and sandwiches? How do you keep the same faces happy on both sides of the counter, for decades on end? So, swerving from our usual pursuit of the new, we decided to check in with Berkeley's Juice Bar Collective, still in full swing in its original location. Here's what we learned, courtesy of Krissa Schwartz, a four-year collective member and now part-time worker."
via Bay Area Bites