A disciplined approach to product, experience, and real estate is fueling a fast-growing food and beverage concept

Palmetto Superfoods didn’t grow by chasing trends. It grew by challenging them.

Hessam Shirmohammadi, co-founder and COO, built the brand around a simple idea: if the product is real and the experience is intentional, customers don’t just visit, they come back daily. What started in San Francisco in 2019 is now a fast-scaling concept with 18+ locations, expanding across California and into Texas, with a clear path toward national growth.

The differentiator isn’t just açaí. It’s how Palmetto thinks about retail.

Instead of treating real estate as a necessity, they treat it as a strategic lever. Location isn’t just about traffic, it’s about community alignment. College markets, fitness-driven consumers, and dense residential pockets consistently outperform because they reinforce habitual use.

At the same time, Palmetto is leaning into a model that most brands avoid: no two stores look the same. While others scale through uniformity, they scale through experience, keeping operations consistent but making each space feel unique. It’s harder to execute, but it builds stronger brand connection.

There’s also a bigger play unfolding.

Palmetto isn’t positioning itself as just a food and beverage operator. With CPG products in development and a long-term goal of going public, the brand is building toward a lifestyle platform that extends beyond four walls.

For retail real estate owners and operators, the takeaway is clear: food and beverage isn’t just filling space anymore, it’s becoming the draw. And the concepts winning today are the ones creating repeat behavior, not one-time visits.

This isn’t about smoothies. It’s about building a brand that people integrate into their daily lives.

What You’ll Hear

Why food and beverage is becoming the new anchor in retail
How repeat behavior drives real growth
Why location strategy is about community, not just traffic
How college markets consistently outperform
Why second-generation space accelerates expansion
Why experience matters more than efficiency
How strong brands build daily habits, not one-time visits
Where AI actually improves operations

Chapters

00:02 – Introduction and background

Hessam shares his upbringing, early career, and path into entrepreneurship.

04:31 – What is Palmetto Superfoods

Breaking down the concept, product differentiation, and early growth.

05:26 – Scaling the brand

From one location to 18+, including expansion into new markets.

06:35 – Long-term vision

Plans for national growth, CPG, and building a lifestyle brand.

08:05 – Unit economics and real estate strategy

How store size, location, and performance vary across markets.

09:30 – Origin story

How a Brazilian café and authentic açaí sparked the concept.

13:05 – Day-to-day as COO

What leadership looks like in a fast-scaling brand.

15:02 – Using AI and systems

How technology is improving efficiency and decision-making.

16:34 – choosing Sacramento (UV)

Why college markets and demand signals drove site selection.

21:37 – Site selection strategy

Why second-generation spaces are a key growth lever.

23:14 – Differentiation in retail

Why every store is intentionally designed to feel different.

26:16 – Nostalgia and retail

A conversation on extinct retailers and emotional connection to brands.