I can remember how the Juice Club in La Jolla Village Sq location (my first experience in early '96) used lots of strong halogen lighting, especially on real fruit and wheat grass. There was an emphasis on presentation: rows of lit-up oranges, ridiculously clean store, including floors, glass and counters. It made a deep impression. I believe JMBA is out of touch with how dominant of an experience it can be for new customers. Menu boards are lame. At the very minimum, JMBA needs to emhasize images of fruit; high-gloss wall images and/or on menu boards. Where are images of fruit?Why can't they simply add fresh bagels with toppings? Why does it have to be so complicated. There is so much effort on licensing and franchising, but w/out an improved store image and experience, all the licenses and franchises won't mean squat, because it won't capture the full-effect of what they're trying to be: a healthly, tasty alternative to a big mac or black taco.