Local juice bar chain opens in Short Pump Town Center

The Pit and The Peel opened its fourth metro Richmond location at Short Pump Town Center on Monday. (Photos by J. Elias O’Neal)

Fresh off its opening a downtown location in the James Center, a Richmond-based brand of juice bars has moved into the area’s busiest mall. It’s also eyeing new spots in Midlothian and Norfolk.

The Pit and The Peel opened its fourth metro Richmond location Monday in Short Pump Town Center, next door to Athleta in the Dick’s Sporting Goods concourse.

Owners Craig Brosius and Kevin Urbanowski opened the chain three years ago. It serves juices and smoothies, acai and quinoa bowls, soups, sandwiches, wraps and salads.

The Pit and The Peel serves up a variety of fresh juices and smoothies, acai and quinoa bowls, soups, sandwiches, wraps and salads.

It currently operates locations at 1102 W. Main St. in the Fan and in Carytown at 3321 W. Cary St. The company also opened a store in the James Center Atrium at 1051 E. Cary St. in late November.

Like its James Center location, the shop’s Short Pump patrons will have access to menu items that use combi ovens, which uses air frying technology to cook items such as its chicken fingers with whole wheat breading and sweet potato wedges.

The 1,400-square-foot Short Pump location, which replaces the Art of Shaving, will seat about 44 people, with 30 seats to be placed out front in the concourse. It will hire about 20 workers, Urbanowski said.

With its fourth location operating, Urbanowski said The Pit and The Peel is close to securing a location in Midlothian, and is zeroing in on Norfolk for its first Hampton Roads outpost. He added the company is looking to establish a commissary kitchen in the region to help grow its catering operations and eventually serve as a nerve center for its growing network of stores.

The group also has retained Jeff Smith as The Pit and The Peel’s regional manager to oversee all of its locations.

Annie O’Connor, a broker with Cushman & Wakefield | Thalhimer, is working with The Pit and The Peel in its locations search.

The Short Pump store’s regular hours are 10 a.m. to 9 p.m. Mondays through Saturdays and from 11 a.m. to 6 p.m. on Sundays.

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