The $18 Smoothie Is Now $15

Photo: Jenny Miller

Here at Grub Street, we are nothing if not staunch consumer advocates. So it warmed our hearts to notice that the $18 Guru smoothie at Juice Press in the East Village has been reduced to $15. Owner Marcus Antebi explained that he had initially “padded” the price to make sure he didn’t lose money on the expensive-ingredient-laden smoothie. Once it launched, “I figured out the cost per unit and was able to lower the price.” Enlightenment just got a little more affordable.