Energy drinks have become a new fad across the country, with the University of Iowa reporting increases in student consumption of caffeine in recent years. A new company, run by Iowan Chris Whalen and his wife Izabella Whalen is bringing a shop solely focused on energy drinks to
Iowa City.
The business, called Hyper Energy Bar, is a beverage outlet that sells unique, handcrafted infused energy drinks. As of July, there are only five other locations open throughout the Des Moines area.
The first Hyper location opened in July of 2021. The newest shop will be located at 115 E College St., replacing the ReUnion Brewery gift shop.
Chris Whalen and Izabella Whalen have strived to create a friendly and welcoming environment and said they hope to expand the franchise nationally.
The pair knew they wanted a location in Iowa City. Chris Whalen explained that growing up in the Quad Cities, he would often visit the downtown area in the summertime.
Chris Whalen said having his own business in the Pedestrian Mall has been a dream come true, and he knows how significant it is to open a shop in a college town considering roughly 92 percent of college students drink caffeine regularly.
Hyper locations are structured as drive-throughs rather than sit-down shops. The buildings are typically smaller and work as a two-lane drive-through to have fast and quality service. At the windows, customers are met directly with staff who will take and produce their order right before them.
Izabella Whalen explained that both she and her husband made it a goal to ensure hospitality for customers. In doing so, both decided not to include intercoms — despite Hyper being a drive-through-based shop — to ensure customers are met with face-to-face interactions with their staff, also dubbed as “energistas.”
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“You get that interaction with someone and could make that person’s day,” Izabella Whalen said. “That really quick interaction can be something meaningful.”
The Iowa City shop will be a new concept for the franchise due to its location in the Ped Mall. This specific establishment will act more as a storefront or cafe where customers can walk in and order. However, the shop will not contain any inside seating.
As it is an Iowa-based franchise, UI students and city residents are just as excited for this new location as the owners themselves.
“I was so happy to hear Hyper was coming to Iowa City. I think it’s a good idea considering it’s very popular in Des Moines and so many students here are from that area and talk about Hyper,” UI third-year student Trinity Newman said.
On Sept. 25, the shop hosted open interviews at their new location, with roughly 200 people showing up for potential employment.
“We had a really, really good turnout for our open interviews last Wednesday in town and actually had overwhelming attendance that was fantastic,” Chris Whalen said. “It is another way to continue what we hope is our growth and our mentorship of the people who’ve worked for us since we first opened.”
The owners hope to have a grand opening ceremony before the end of October.