Plant based fast nutrition concept

fjuel set out to solve a classic transit-adjacent retail problem: healthy, protein-forward food is in demand, but traditional cafés are expensive to build, slow to deploy, and poorly suited to short dwell times. The answer was a low-footprint, highly mobile store that needs far less infrastructure than a café, placed where travelers naturally pass through large parking areas at ski resorts, shopping complexes, and Park+Rides. Baristas prepare nutrition-packed, plant-based drinks quickly, with clear branding and eco-friendly packaging to keep service fast and costs predictable while maximizing exposure to both travelers and locals year-round.

Why it mattered: the light, mobile format made each storefront affordable, enabling a Swiss pilot and a targeted first wave of sites such as Glacier 3000, Sembrancher, Chateau d'Oex, Col des Mosses, and Schilthorn. That pilot-first approach lets the team refine the operating model before scaling through partnerships or franchising, with ambitions to expand to European commuter bases and beyond on the strength of low capex per store and swift deployment.

Approach

1. 1

   Select high-traffic, transit-adjacent parking locations

2. 2

   Design a mobile kiosk with minimal infrastructure needs

3. 3

   Engineer a fast menu of plant-based protein drinks

4. 4

   Pilot in Switzerland to refine operations and staffing

5. 5

   Scale via partnerships or franchising once metrics hold