RUNNING pubs and clubs in the Italian Alps might seem a world away from owning juice bars in Perth, but Jon Williams wants to bring an international flavour to this latest venture.
Mr Williams and good friend Marco Sterpone snapped up four Java Juice outlets in the CBD about a year ago, because they felt the business, established in Perth in 1996, had a lot of potential.
Originally from the UK, Mr Williams spent eight years in Italy at the Sauze D’oulx resort – about an hour from Turin – working a mix of hospitality-geared jobs at bars and restaurants owned by Mr Sterpone.
Mr Williams then spent more than a decade criss-crossing the globe dividing his time between work in Perth and South Hampton, New York, serving the ultra-riche at venues like Savannas and the Red Bar Brassiere.
“Absolutely fantastic, it was obviously an eye-opener over there and I’d say the Hamptons are now more home for me than Perth,” he said.
“They’re rich people with plenty of attitude and plenty of money, so dealing with these business people could be quite testing, as they’re charged premium and want everything – you just had to bite your lip at times.”
Further united by their wives, who both hail from Perth, Mr Williams and Mr Sterpone moved their 20-year friendship to WA and became business partners in 2007.
“We just realised that we wanted to work together and with our wives both born here, essentially we’ve been brought back to Perth by our wives,” he said.
While the duo has started updating JJ outlets, which includes refining the previously “slightly confusing” menu of more than 40 drinks, Mr Williams said several customer favourites would remain.
“There’s a huge market and really there’s only one competitor out there,” he said.
“And we’re willing to sit in front of a nutritionist with our product to prove ours is far superior in health benefits.”
Plans include developing more outlets, starting with suburban shopping centres and taking the brand to the east coast.
““We’re hoping to bring a more international feel to our service,” Mr Williams said.