Joe & The Juice (stylized in all caps) is a Danish[4]chain of juice bars and coffee shops around the world. As of 2024 it has over 382 locations globally in Europe, Asia, and with 65 locations in North America.[1] The restaurants serve predominantly coffee, juice, and sandwiches.[5] Their tunacado sandwich went viral in 2023, and popularity has continued for well over a year.[6]
History
Joe & The Juice was founded in 2002 by Kaspar Basse,[7] at the time in his late 20s. The company is based in Copenhagen, Denmark.[8] It sells coffee, tea, sandwiches, baked goods, fresh juices, smoothies, and veggie shots made with organic ingredients.[9] Their menu offers many vegan and gluten-free options, accommodating dietary restrictions.[10]
Although Joe & The Juice competes with both coffee shops like Starbucks and stores like Jamba Juice, Basse has tried to develop a different atmosphere at the restaurants, opting instead for what has been described as an "edgier" vibe.[11] Managers are generally given autonomy over their stores.[9]
In 2013, Swedish Valedo Partners bought the company for $48 million, though Basse retained a 10 percent stake. General Atlantic invested in October 2016, to help fund expansion into the United States.[7]
In November 2023, it was reported that American General Atlantic would acquire a majority stake in the company for $641 million.[12] On December 21, it was announced that this transaction had been completed.[13]
Joe & The Juice opened its first store in Australia in 2016.[14] It suddenly exited the Australian market in 2023 without warning.[15]
In 2022, CEO Thomas Noroxe mentioned that they would expand over the Middle East, starting with Qatar and Dubai, followed by Saudi Arabia, Kuwait, Bahrain and Oman. He also suggested the use of franchise stores to expand into Mexico and China.[2]
