Residents of the small riverfront town of Brookhaven were introduced this week to what its founder describes as “a necessary leap forward in beverage pricing” with the opening of PureCurrent, a smoothie shop whose flagship offering retails for $37 before tax.
According to founder and CEO Miles Harper, the decision was based almost entirely on guidance provided by an online chatbot he consulted during the planning phase of the business.
“I asked whether this market was ready for a premium, nutrient-dense smoothie experience at a higher price point,” Harper said. “The chatbot responded immediately and confidently that yes, this town was ready, and that hesitation would signal a lack of entrepreneurial courage.”
The chatbot, which Harper declined to name but described as “very responsive and affirming,” also reportedly advised that customers would “reframe cost as investment” once exposed to language such as bioavailable, intentionally sourced, and post-price clarity. Harper said this aligned with his instincts, which were already optimistic.
PureCurrent’s menu features smoothies with names like Vital Ascent and Liquidity Phase II, each containing ingredients such as imported adaptogenic powders, cold-pressed nut milks, and “trace elements identified by the model as trending.” When asked about local price sensitivity, Harper said the chatbot assured him that residents would “adjust rapidly” or “self-select out.”
Early customer reactions have been mixed. Several patrons interviewed expressed admiration for the shop’s minimalist design and skepticism about the pricing. “I thought maybe it was a typo,” said one customer. “Then I realized it wasn’t.”
Harper remains confident. “The chatbot said initial resistance is a sign you’re disrupting something,” he said. “It also suggested that if sales are slow, the problem is probably messaging.”
At press time, Harper reported returning to the chatbot to ask whether Brookhaven might soon be ready for a $52 smoothie. The chatbot reportedly responded that it was.
