Playa Bowls, a chain of over 300 smoothie and açai bowl restaurants around the country, is set to open a new location in Hanover later this spring.
The new store will be located next to the Nugget Theater and will be co-owned by Josh and Carrie Ayers, a couple who own all seven existing Playa Bowl locations in the state. In an interview, Josh Ayers said the Upper Valley has long been of interest as a potential expansion site.
“I think it would resonate well with the students and locals — my wife being from the Lebanon area, it makes sense to bring it up there,” he said.
He said the lack of similar offerings in the area also made the town a strong fit, particularly given its proximity to the College.
“It really fits what college students want,” he said.
The Hanover location will follow Playa Bowls’ standard design and menu and will include indoor and outdoor seating, Josh Ayers said.
“It will be 100% in line with the typical Playa Bowls atmosphere and beachy vibe,” he said.
In a statement to The Dartmouth, Dartmouth Dining director Jon Plodzik emphasized the “potential health benefits” of the bowls.
“I’m sure that Playa Bowls will be very popular, as it represents a potential superfruit breakfast and snack item with its açai, dragon fruit and granola as potential key ingredients,” he said. “People want pure, natural ingredients that offer potential health benefits.”
In interviews, students said they were excited about Playa Bowls surfing into Hanover. Sam Grayer ’29 said she was excited about the opening and is “definitely going to go there a lot.”
Although Grayer shared excitement, she also expressed concerns about the pricing of the products themselves.
A standard açai bowl at Playa Bowls usually ranges between $10 to $20 depending on the location, according to its online menu.
While Playa Bowls is already well-established in southern New Hampshire, Ayers described the Hanover store as an entry into a new market. As a result, he said the focus will be on building brand recognition and introducing customers to açai bowls.
Construction on the space began recently, though the opening timeline remains dependent on inspection and final approvals, Josh Ayers said. He emphasized the need for flexibility during the process but is “anticipating eight weeks” until opening.
“I’m shooting for April, but we have to be flexible,” he said.
Josh Ayers said Playa Bowls plans to begin hiring soon. He also expressed interest in catering to, and working with, Dartmouth athletic teams, calling the bowls “a great meal before or after a game.”
“It’s light, it’s filling, but you don’t feel like garbage after having it,” he said.
Once open, Josh Ayers said the Hanover store will likely operate from 8 a.m. to 8 p.m. daily, noting that hours may expand during busier seasons or special events.
The grand opening is expected to mirror the chain’s launches at its seven other New Hampshire locations, with a live DJ as well as free shirt and bowl giveaways to the first 50 in line.
