Rob Giuliani, along with his business partner and surfing buddy, Abby Taylor, started Playa Bowls as a smoothie stand at the Jersey shore. To operate the blender, they hooked up an extension cord to Giuliani’s apartment above a pizza place. The duo offered smoothies and acai bowls as a healthier alternative to the fried foods, hot dogs and ice cream available to beach goers. They gradually opened a brick-and-mortar location, broadened the menu and generated franchise interest.