The cat is out of the bag — the Green Cat that is.
The Green Cat Juice Bar & Market has become a franchise.
Jacki Welch opened the superfood cafe at 3801 Pacific Ave. in Virginia Beach in 2015. The popular Oceanfront cafe serves an organic, plant-based and gluten-free menu and is known for its smoothies, pressed juices, smoothie bowls, salads and toasts. Also, the cafe has a gift shop with a curated selection of conscientiously sourced products from local and global artisans, including candles, lotions, jewelry and books.
For years, especially during the summer, vacationers would ask her if it was a franchise.
“I was constantly asked when I was going to open a second location, and customers would say ‘we need one of these in our town,’” Welch said. “I didn’t want to personally operate a second store. Instead, I wanted to help someone else duplicate what we created.”
Welch said she started thinking seriously about franchising The Green Cat in 2023.
The Green Cat Cafe in Virginia Beach is known for its smoothies, pressed juices, smoothie bowls, salads and toasts. (Lee Belote/For Inside Business)
After having a conversation with Charles Daucourt, a business and franchise broker, she was introduced to a franchise development group in Palm Beach, Florida, that helped her develop the systems and franchise documentation needed to duplicate The Green Cat. Daucourt also introduced Welch to Mathieu Huovinen, the first franchisee and new owner of The Green Cat. Mathieu, a retired Navy diver medic, said he was looking for something that would keep him close to home after years of deployments.
“I’ve been deeply rooted in Hampton Roads since 2011,” Mathieu said. “I didn’t want to be away from my family, and I always wanted to be an entrepreneur.”
He said he’s not “green” when it comes to restaurants. Before joining the service, he went to culinary school and was a sous chef at a country club.
Welch said the heart of The Green Cat is staying the same. Huovinen is interested in upgrading the coffee selection and plans to host community events like trivia nights and live music on the back patio.
“The transition has gone wonderfully,” Welch said. “I’m not disappearing. My role is changing to serve as Mathieu’s mentor while focusing on brand growth, marketing and future franchise development.”
A selection of drinks and food available at Green Cat Cafe in Virginia Beach. (Lee Belote/For Inside Business)
Welch still owns the intellectual property to maintain consistency. She hopes that Huovinen will be part of the expansion and that the original location will remain a training ground for future franchisees. Welch said she’s already received interest locally and from Richmond. However, she said the right person is more important than rapid expansion.
“For now, my focus is on working closely with Mathieu and refining our systems so we can grow thoughtfully,” she said. “We want to find the right people and communities and bring the whole Green Cat experience to them — clean, vibrant food, a unique gift shop, wellness, color and a genuine sense of community.”
Lee Belote, jlbelote@verizon.net
Dining and Cooking