The Hoboken Girl Team 
Pura Vida, a popular Miami-based fast-casual restaurant, will open its second New Jersey location here in Hoboken at 301 Washington Street. This healthy, upscale spot has already made its way from Florida to NYC and New Jersey in recent months and has set its sights on Hoboken as its next focus. Read on for more about Pura Vida Miami’s incoming New Jersey location in Hoboken, New Jersey.
About Pura Vida Miami
Pura Vida was founded in Miami in 2012 and has since expanded to 20+ Florida locations due to its popularity in the Sunshine State. The brand now also has locations in New York and California. Currently, it has plans for 10 NYC locations, with five already open. The first location, in Nomad, opened in summer 2024. The fifth location, in Bryant Park, opened in summer 2025. In April 2026, a Pura Vida location opened at the Mall at Short Hills.
The Hoboken location at 301 Washington Street will be the brand’s first Hudson County location.
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The brand is known for its commitment to wellness and sustainability. Per the company’s website,
“We craft every menu item to meet today’s fast-paced lifestyle needs with an emphasis on colorful plates filled with fruits, vegetables, and proteins. We believe in eating balanced nutritional meals that are tasty and satisfying. By championing the use of premium whole ingredients as the standard of our values, we are able to consistently offer our guests an exceptional dining experience, promoting a truly attainable & conscious approach to food, that is part of our everyday healthy lifestyle.”
The company’s approach to sustainability is multifaceted, from composting food waste to using eco-conscious products in the restaurants.
The Menu
Pura Vida Miami is known for its all-day breakfast menu and its extensive menu of health-conscious items such as smoothies and acai bowls. There is also a coffee bar stocked with several dairy-alternative milk products. Items like sandwiches and salads can be customized with different proteins, including salmon, tuna, chicken, and eggs. There is a kids’ menu as well. Many items throughout the menu can be prepared gluten-free, including wraps and sandwiches. There are many vegan and vegetarian options.
The bagels served at Pura Vida are sourced from Apollo Bagels, which opened in 2025 in Hoboken. Other 2026 openings in Hoboken we’re excited about include Duo Donuts + Matcha, City Fitness, Nana’s Dim Sum + Dumplings, and Under Pressure Espresso Bar, to name a few.
See More: New Organic Juice Bar Opening in Montclair on 8/1
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