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Americans are skipping restaurant dinners, delaying car purchases and scouring for grocery deals. Amid tariff anxiety and broader stress over affordability, consumer confidence has dropped to levels not seen in over a decade, according to The Conference Board, a business think tank. At this point, it’s wealthier consumers who are powering the bulk of spending in the U.S. economy.
So what explains the success of Erewhon’s US$22 smoothie?
The Los Angeles grocery chain selling these fancy concoctions is doing so well, it opened three new stores in 2025 – its biggest expansion since 2011. The chain reportedly generates $1,800 to $2,500 in sales per square foot, up to five times what a typical U.S. supermarket earns.
These aren’t ordinary blended drinks; they include ingredients such as high-grade sea moss gel, adaptogenic mushrooms and…
