Juice Bars in the U.S.: A Refreshing Idea or a Risky E-2 Investment?

Opening a juice bar in the United States attracts many foreign investors. The concept is appealing — health, nature, and wellness — and the startup costs remain relatively low compared to other types of food businesses. However, what looks simple on paper can become far more complex when it comes to meeting the requirements of the E-2 investor visa.

The U.S. Citizenship and Immigration Services (USCIS) evaluates each E-2 case based on strict criteria:

• The business must not be considered “marginal.”

• It must generate sufficient income to support the investor,

• And most importantly, create employment for U.S. workers.

A small-scale business or one managed solely by its founder will struggle to meet these conditions.

Challenges in the Fresh Juice Industry

While the market is vibrant, juice bars face several specific challenges:

• Tight profit margins due to high costs of fresh produce and spoilage.

• Seasonal fluctuations, with a drop in sales during colder months.

• Strong competition in wellness-oriented cities like Miami, Los Angeles, or Austin.

These factors don’t make the project impossible — they simply require careful planning and strategic execution.

Keys to Success

To strengthen your E-2 visa application and ensure long-term success, it’s crucial to:

• Develop a solid and ambitious business plan,

• Hire local employees as early as possible (ideally within the first year),

• Expand through complementary services such as delivery, wholesale production, or partnerships with gyms and hotels,

• And consider opening a second location in the medium term.

An investor who can demonstrate a clear potential for growth and tangible economic impact will have a much higher chance of obtaining — and renewing — their E-2 visa.

The Bottom Line

A juice bar can absolutely be a great investment opportunity in the U.S., as long as it is well-structured and properly documented. Working with an immigration attorney experienced in American Immigration rules and requirements is strongly recommended — it ensures your petition is consistent, complete, and strategically presented, maximizing your chances of success.