Invest in Honour

HONOUR was developed out of a vision shared by two brothers, who imagined a brand built with a finger on the pulse point of physical, social, and emotional well-being. Jerad and Matt experienced firsthand how the act of choosing to create solace in every moment, mundane or large, could reshape every moment into a place of possibility: a pura vida mentality.

The 'pure and simple life' is a way of being, of choosing a relaxed attitude no matter the circumstances. After all, the practice of happiness is more than an expression: it's a choice. With wellness at the heart of everything we do, we provide guests with mindful products that make their day better and create interactions that celebrate themselves and our world. We work together to craft a morning ritual worth pursuing.

An overwhelming majority of people state that their wellness levels are stagnating or declining.

In the age of instant gratification, social media and remote work, people are feeling less connected than ever; and their mental and physical wellness is being greatly affected. According to a recent survey from McKinsey and Company, 57.9% of respondents reported that their overall wellness has stayed the same or decreased compared to 2-3 years ago. At the same time, these respondents reported that they plan to increase their spending on wellness goods and services in the future. Current brick and mortar businesses aren’t providing a wellness solution that is meeting the wellness needs of society.

HONOUR is a brick and mortar wellness experience that sits at the intersection of mindfulness, nutrition, and aesthetics.                                                                        
HONOUR has created a new category of wellness combining aesthetics, nutrition and mindfulness, which we call Wellness As A Service (WAAS). We created an experience for our guests that transcends definition. Not quite a coffee shop, yet not really a retail store, we are a totally new experience that provides a unique solution to an increasing problem: physical and mental wellness. Centered around the simple idea of the morning ritual, we have combined products and services that all revolve around waking up and feeling better.

🧘🏼 Better Mindfulness: an appreciation for the possibilities.

DAYMAKERS: Hospitality is at the center of our business–we set ourselves apart through interaction. These true connections and intimate relationships with our guests create a sense of belonging. Our team members are DAYMAKERS and our culture is one of connection and service: down to the language we use to interact with our guests. A language of “can I” rather than “do you,” that puts an emphasis on care rather than demand. We don’t stop there. We hold our guests in high esteem. Our DAYMAKERS are empowered to make things right and readily hand out our ‘Modern Integrity’ free drink cards (valued up to $10) if we make the slightest error. The last impression is the lasting impression. Our focus as a wellness brand puts us at the center of self-actualization, with products and services our guests are proud to share with their friends: high-quality, expertly-crafted, planet-friendly, and health-filled.

Gratitude Wall and Discount: Studies have shown that the practice of gratitude can improve our mental wellness and increase our happiness. We offer $1 off orders for our guests when they share what they are grateful for with one of our DAYMAKERS. No limits on usage because we believe in choosing gratitude again and again! We also have a gratitude wall that our guests can write on which fills up on the regular: an invitation for them to dive deep, bring purpose to their morning ritual, and set them on a path toward self-actualization.

🥬 Better Nutrition: food that tastes good and accomplishes wellness goals.

Raw Juice: Cold-pressed on the daily, these invigorating juices allow guests to dial up their nutrient consumption and lean into detox-goodness. The principal advantage of raw juice is its face-value magic: that sort of what-you-see-is-what-you-get gold, where every fruit and vegetable on that label is exactly what is in their bottle, with absolutely no additives. We offer juice subscriptions and free delivery to our guests, providing them with easy access to wellness again and again.

Acai Bowls: Our HONOUR acai bowl menu is streamlined and easily tailorable, conceived with a deep focus on delivering our guests health-filled vegan options. Our acai base is less sweet with a nutrient-packed and satisfying finish, offered in reusable coconut bowls as a sustainable option for our in-house guests.

Coffee: When consumed responsibly, coffee gives benefits beyond an energy boost: it may lower the risk of a stroke or heart failure and has been shown to improve liver health. We are incredibly proud to bring guests beans that are direct trade, a practice that honors producers and prevents their crop from being price-gouged by middlemen. We source our beans through a family-operated business (who have been establishing and maintaining relationships with growers for thirty-five years)! We roast in-house in small batches, which gives us greater control over the final product: a more distinct flavor profile and a fresher bean for our guests to enjoy.

💋 Better Aesthetics: a connection to beauty within the world.

Skincare Essentials: An invitation for our guests to nurture themselves, build their confidence, and engage with self-care during their morning ritual. Infused with green coffee bean extracts, our skincare essentials harness the real benefits plants have to offer in pure, luxurious form, with no parabens, sulfates, or other suspect chemicals needed. 

Our Minneapolis flagship location offers a unique retail experience that allows our guests to interact with our skincare essentials.

Urban Oasis: We offer an elevated space with heightened attention to aesthetics, designed around fostering feelings of prestige and elevation: creating an ‘urban oasis’ of over 140 plants, including an astounding plant wall that encourages instagrammable moments. Our bathroom is also designed as a retreat space: complete with low lighting, cascading plants, a soothing fountain, and reusable branded towels with complimentary skincare essentials. Cleanliness is one of our top priorities, providing a space that offers safety, security, and warmth. We immerse our guests in the beauty and wonder of the natural world, so that they can recognize and know the beauty within themselves and others

Influencers: We work with micro-influencers who resonate with our brand, offering our guests a window into the world of wellness from the comfort of their own homes: fostering an ‘I need to be there’ lifestyle.

🚀 Wellness as a service: Growth through franchising across the world

Wellness as a Service (WAAS) is a plug and play system for future locations via franchising.

We have multiple sources of revenue that provide us with a diversified growth strategy.

Micro Retreat

Our strategy for explosive growth is through fractional franchises INSIDE other existing businesses. We are calling this a Micro Retreat. This can include but is not limited to coffee shops, independent grocery stores, limited service cafes, and even permanent farmers markets. By partnering with existing businesses and providing them a blueprint and operational support to manufacture and sell HONOUR Raw Juice, we will expand rapidly and create value for our partners and investors.

Urban Retreat

The growth opportunity for our Urban Retreat offering is enormous. Our focus for new locations will be centered around dense urban and suburban areas with household incomes over $80,000. Our offerings give guests a feeling of affordable luxury and provide them with a temporary relief of daily life into an oasis. Our focus on physical and emotional wellness gives us a broad range of target demographic; from students who have part time jobs and wish to have a beautiful healthy experience, all the way to high income earners. Our Urban Retreat locations will offer the full range of products and aesthetics as our Flagship location in Minneapolis. From raw juices and Acai bowls, to coffee and our line of skincare products.

Jungle Retreat

Since early 2019, HONOUR has owned a Jungle Retreat in Dominical, Costa Rica. Our Jungle Retreat has been a place for employees, customers and travelers to experience HONOUR in its purest form. Our vision for the Jungle Retreat is to provide a true morning ritual experience that completely immerses our guests in the HONOUR experience. From waking up to the sound of Howler monkeys, to having breakfast with a Toucan, or occasional Tarantula, our guests can expect the full Costa Rica experience. But more than anything, the mindset and lifestyle of Costa Rica is the most important part of visiting Costa Rica. Choosing to slow down and appreciate life for what it is. Pura Vida.

We plan to expand our Jungle Retreat to house more and more guests over the coming years. The Jungle Retreat will serve as a place to train new franchise owners, incentivize current franchise owners and reward top performing employees.

Product Distribution

In addition to our franchising growth, we will continue to grow the distribution of our manufactured products into stores locally and nationally. As our expansion increases, it will naturally drive sales to our online store and our retail partners. Past and present retail partners include Amazon, Crate & Barrel, HomeGoods, and Express.com.

WAAS (Wellness As A Service): Aesthetic, Nutrition & Mindfulness

WAAS is a new category of wellness that is redefining brick and mortar. We created this new category of business by asking, what do we know is true? We know mornings are the most important part of the day for so many people and set the tone for the remainder of the day. By focusing our products and services around the morning, we combined products that historically haven’t been thought of as complimentary to one another.

For example: skincare and coffee, why are they both sold at HONOUR? When you wake up, your ritual consists of actions that help improve your aesthetics (brushing your teeth, showering, and using moisturizers or shave creams). Next, your morning ritual might consist of nutrition like a raw juice or coffee to give you a boost of energy to start the day. Lastly, everyone benefits from practicing more mindfulness and gratitude in the morning, starting the day in a positive way. Our combination of these previously unrelated products and services, that together are centered and anchored by the morning ritual, create an entirely new category of business that we call WAAS, Wellness As A Service.

Global Labor

Gone are the days of only hiring locally. Thanks to the advancements in remote work technology, we can now tap into a global, educated workforce of professionals who can help us operate our franchisees from anywhere in the world. This drastically reduces our operating costs and allows us to build a team of professionals to support our growth.

KNOCK, INC.

Our partnership with a leading global creative agency, KNOCK, INC., has allowed us to craft a brand from the beginning that was built around wellness. The brand pillars we created in 2016 when HONOUR was founded still hold true today. Together with KNOCK, our brand pillars of Confidence, Contentment and Character still hold true and serve as guiding principles for HONOUR. KNOCK’s continued brand and creative guidance will serve as a major advantage as we expand and compete with other brands for marketshare.

Content Creators / Influencers

Our 400% growth since 2018 has been largely attributed to the use of carefully curated influencers. We identify and partner with influencers who have high engagement on their accounts. These influencers typically have organic following of friends and family with between 2,500 and 15,000 follower primarily on Instagram. According to a recent McKinsey survey, more than 60% of consumers report that they will “definitely” or “probably” consider a brand or product posted by a favorite influencer.

Our focus on influencers is a major strategy in our future growth. We plan to expand into other platforms such as TikTok, Twitter, YouTube and Podcasts as we continue our expansion.

The Team We Are Building for the Ride

We’ve built our team from the ground up, with a hiring focus concentrated on hospitality over direct barista or juicing experience. We believe that if we hire the right people with a natural bent toward compassion and guest care, that the business will continue to push forward at the pace it has grown. We recognize that guests remember how they were taken care of long past the end of their bowl or drink.

We’ve invested in remote management so that our team of DAYMAKERS is given the support and space to have one-on-one check-ins and hype meetings, getting them excited for their shifts. Creating the same atmosphere of excitement and gratitude that we craft for our guests for our team members. We believe in fostering an internal culture that honours mindfulness. Where we truly find our joy is in upping the ante as a destination where individuals are treated as whole: with deep consideration and warm acceptance. Meeting every need we can.

In Just Four Short Years, We Have Grown Exponentially - 6,000 people call HONOUR their go-to morning ritual.

Even in the midst of a pandemic that steadily closed shops similar to ours, we doubled our revenue between 2020 and 2021:

On social media, we have a 10k following, with plentiful engagement (nary a story posted without our fantastic plant wall or delightful juice bottles). We successfully marketed and grew our following in the last year by 7,000 followers: attributable to our aggressive and intentional campaign to find micro-influencers in Minneapolis to promote our location and products.

A testament to the warmth and intentionality of our space, we have a wealth of regular guests who visit us every single day, who choose to make us a part of their morning ritual. 5,967 of our guests subscribe to our email and with incredibly high readership engagement (a 57% open rate), our guests also stay connected at home!

Join the Movement to Redefine Wellness in Brick and Mortar as Wellness As A Service (WAAS)

We spent the past 4 years perfecting and refining what HONOUR is and now we’re ready to grow. Join use to help provide better physical and mental wellness to the world!