New Jersey Shore natives Robert Giuliani & Abby Taylor founded Playa Bowls and are still with the brand.
Avid surfers, our founders Rob and Abby were inspired while on international surf trips to destinations such as Panama, Costa Rica, Nicaragua, Puerto Rico, California & Hawaii by how most surf towns offered their own unique version of an acai or pitaya bowl.
“Playa” is Spanish for “beach.” They decided to recreate their “Playa Experience” with an American twist and introduced Playa Bowls to residents and vacationers at the Jersey Shore.
In 2014 they opened their first location in Belmar, NJ. Through grassroots marketing they educated their community about the health benefits of their core products such as acai and pitaya.
As word spread Playa Bowls took off.
In 2023, Playa Bowls opened its 200th restaurant, spanning half the United States.
over 200 locations open in 2023 and an estimated 300 locations by 2025
meet the team
Playa Bowls is stacked with skilled entrepreneurs and experienced food service and franchising veterans.
Dan HarmonChief Executive Officer LEARN MORE →
Abby TaylorCo-Founder and Chief Brand Officer LEARN MORE →
DARLENE SCHOENEBERGSVP of Operations LEARN MORE →
David KrisherChief Financial Officer LEARN MORE →
Nicole DuBoisCMO LEARN MORE →
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Dan Harmon
Chief Executive Officer
Dan Harmon is the Chief Executive Officer of Playa Bowls, New Jersey’s original superfruit bowl franchise. Dan is a sought out, seasoned, and accomplished franchise and restaurant industry veteran with leadership experience from some of the industry’s most recognized and successful brands.
Most recently, Dan was the President and Chief Operations Officer at Smoothie King where he launched several transformative initiatives focused on profitability, productivity, and ease of operations. Prior to joining the Smoothie King team, Dan spent more than three decades growing his passion for franchising and refining operational processes with Papa Murphy’s, Potbelly Sandwich Works, Blockbuster, and McDonald’s.
Dan contributes his professional success to prioritizing franchisee wins, beginning with the end in mind and then purposefully designing a path to greatness. Dan’s passion for Playa Bowls is apparent. He is working closely every day with our leadership team and franchisees to grow the brand and mission nationally.
Abby Taylor
Co-Founder and Chief Brand Officer
Abby Taylor is Co-Founder and CBO of Playa Bowls, New Jersey’s original superfruit bowl franchise. Avid surfers, Abby and Playa Bowls co-founder Rob Giuliani conceptualized the company while exploring surf breaks around the world, where they noticed that versions of superfruit acai and pitaya bowls feature prominently in the surfer diet.
Inspired by the unique flavors and driven by their desire to share the delicious healthy discovery with family and friends, Abby and Rob brought their own twist on bowls back to the Jersey Shore, setting up the first Playa Bowls location – a single umbrella stand on the boardwalk. A fine artist by training with a BFA from Salisbury University, Abby also oversees the creative identity of the Playa Bowls brand from the design of each of the 200+ franchise locations to the menus.
In 2019, Abby was named to Forbes 30 Under 30 list, and received the prestigious Ernst & Young Entrepreneur of the Year Regional Award for Innovation. When she’s not at Playa Bowls, Abby is surfing Playa Maria in Rincon, Puerto Rico or the waves in her hometown of Bradley Beach, New Jersey.
DARLENE SCHOENEBERG
SVP of Operations
Darlene Schoeneberg is Vice President of Operations here at Playa Bowls! Her most tenured role was with Dunkin’ Brands where she led the company’s largest DMA focusing on driving sales and transactions through Operational excellence.
Darlene has over 25 years in the industry working side by side with Franchisees. She has helped open hundreds of new store locations and facilitated long-term profitability & growth for Operators. In addition to focusing on Operations, Darlene is also involved in several philanthropic endeavors. During her time at Dunkin’ she co-chaired the Joy in Childhood Foundation helping to raise millions of dollars for sick and hungry kids.
Darlene is a passionate, hands-on leader who’s always ready to roll up her sleeves and jump behind the counter when needed. In her spare time, she enjoys the beach, working out, and spending time with her family. She resides locally in Ocean County, New Jersey. Darlene is thrilled to join the Playa Bowls team and help prepare the brand for the next level of growth by building best-in-class systems & teams along with strong Operational foundations.
David Krisher
Chief Financial Officer
David Krisher, CPA is the Chief Financial Officer of Playa Bowls, New Jersey’s original superfruit bowl franchise. David has a noteworthy background in financial management and accounting, previously serving as CFO for Krystal Restaurants LLC, and at Ascent Hospitality Management.
David is a strategic thinker who is passionate about executing financial plans that align with the brand’s overall vision and goals. David has a deep understanding of the business and the QSR industry, which aids his ability to analyze data, identify trends, and make informed decisions that will drive growth. David is a collaborative leader, he fosters a culture of trust and respect by building strong relationships, communicating effectively, and by working closely with other leaders within the company.
Every day David works to drive Playa Bowls to financial success, propel growth, and help the company achieve its goals.
Nicole DuBois
CMO
Nicole has a long, successful career as a marketing professional within the food franchise arena.
Prior to Playa Bowls, Nicolle worked as VP of Marketing for Sholtzsky’s, owned by powerhouse Focus Brands. She also held the VP of Marketing title at the legendary soft serve ice cream chain Carvel
