Joe & The Juice
| Company type | Private |
|---|---|
| Industry | Food and beverage |
| Founded | 1 January 2002 in Copenhagen, Denmark |
| Founder | Kaspar Basse |
| Headquarters | Copenhagen , Denmark |
Area served | Europe, Asia, North America, Middle East |
Key people | Thomas Noroxe (CEO) |
| Products | Coffee, juice, sandwiches, smoothies, tea, baked goods, vegetable shots |
| Parent | General Atlantic (controlling interest since 2023) |
JOE & THE JUICE (presented in all capital letters) is a Danish chain specializing in juice bars and coffeehouses, boasting over 382 outlets worldwide throughout Europe, Asia, and 65 locations in North America as of 2024. The company’s core offerings include coffee, juice, and sandwiches, with its tunacado sandwich achieving viral acclaim since 2023.
History
Established in 2002 by Kaspar Basse in Copenhagen, Denmark, Joe & The Juice serves a variety of beverages such as coffee, tea, fresh juices, smoothies, alongside sandwiches, baked goods, and vegetable shots—all crafted using organic ingredients. The menu caters to diverse dietary needs by providing vegan and gluten-free selections.
Positioned uniquely between typical coffeehouse chains like Starbucks and juice-focused brands such as Jamba Juice, Joe & The Juice distinguishes itself through a more "edgy" ambiance and empowers store managers with significant operational independence.
In 2013, the Swedish private equity firm Valedo Partners purchased the company for $48 million, while Basse maintained a 10% ownership share. Later, in October 2016, General Atlantic invested to facilitate expansion within the U.S. market.
By November 2023, General Atlantic agreed to acquire a controlling interest valued at $641 million, finalizing the acquisition by December 21.
Locations
Joe & The Juice maintains a strong footprint across Scandinavia and key international markets including the San Francisco Bay Area, Los Angeles, Chicago, Miami, Pittsburgh, Seattle, Washington, D.C., Vancouver International Airport, New York City, and Minneapolis-St Paul International Airport. European outlets are found in cities such as Reykjavík; Antwerp; numerous locations across the UK including London, Oxford, and airports like Gatwick Airport and Stansted Airport; as well as in Paris, Nice, Lucerne, Zürich, and major Dutch and German cities including The Hague, Amsterdam, and Hamburg. The brand also operates in Seoul. Within the Middle East, Joe & The Juice is present in the United Arab Emirates, Saudi Arabia, Kuwait, and Lebanon.
The company launched operations in Australia in 2016 but withdrew unexpectedly in 2023. CEO Thomas Noroxe has outlined expansion plans targeting the Middle Eastern markets of Qatar, Dubai, Saudi Arabia, Kuwait, Bahrain, and Oman. Additionally, growth strategies include franchising efforts aimed at Mexico and China.