A fast-casual chain that started in New Jersey is continuing to expand in West Michigan, and its newest location brings a colorful, beach-inspired menu to the lakeshore.
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A Jersey Shore-Inspired Chain With National Growth
Playa Bowls was founded in 2014 by New Jersey surfers Robert Giuliani and Abby Taylor. The idea came after trips to surf destinations like Costa Rica, Panama, Nicaragua, and Hawaii, where açaí and smoothie bowl shops were a common find. What started as a small sidewalk pop-up has grown into a national brand with over 300 locations across 30 states.
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West Michigan Expansion Continues
In West Michigan, the growth has been steady. The chain opened a Grand Rapids location on the East Beltline in May of last year, followed by stores in Grandville and Kalamazoo. Now Holland has joined the list.
The newest Playa Bowls restaurant opened on West 9th Street last month, adding another option for açaí bowls, smoothies, and fruit-forward snacks in the area.
What’s on the Menu at Playa Bowls
The concept centers around customizable bowls built on bases like açaí, pitaya (dragon fruit), coconut, and kale. From there, customers can add a variety of toppings like granola, fresh fruit, nut butters, seeds, and drizzles. The menu also includes smoothies, juices, and cold brew…