Joe & the Juice

What Joe & the Juice does

Joe & the Juice is a global urban juice bar and coffee chain founded in Copenhagen in 2002 by Kaspar Basse, operating 500+ stores across more than 20 countries in Europe, North America, the Middle East, Africa, and Asia. The company generates revenue primarily through company-owned retail locations selling freshly prepared juices, smoothies, coffee, sandwiches, breakfast bowls, and functional beverages, supplemented by franchise royalties from 100+ franchised units across 23 markets, delivery commissions from partnerships with Uber Eats, Deliveroo, and Just Eat, and engagement-driven revenue from the Joe Loyalty App's three-tier rewards program (Member, Yellow Gold, Pink Diamond).

The underlying technology stack centers on the proprietary Joe Loyalty App for order-ahead and tiered loyalty engagement, Adyen SFO1 multimedia payment terminals enabling real-time transaction data and personalized offers across US stores, and a proprietary in-house Food Waste App that supports made-to-order operations and waste reduction. IT operations are augmented by Publicis Sapient's Sapient Sustain agentic AI platform for autonomous incident detection and resolution. Global paid media is run through Spekk as agency of record across 19 countries.

The go-to-market combines direct-to-consumer retail with a franchise/licensed operator model that has become the primary international expansion lever, exemplified by the February 2026 Aditya Birla Group partnership for India entry. Customer segments are hybrid: health-conscious urban consumers as the primary persona, with secondary segments in Gen Z and younger Millennials drawn to the brand's music, wellness, and fashion-forward culture, and convenience-focused consumers reached through delivery and app ordering. The company is majority-owned by General Atlantic following a strategic growth investment, with Emirates International Investment Company holding a minority stake acquired in April 2026 at a $1.8 billion valuation.

Name

Joe & the Juice

Legal name

JOE & THE JUICE A/S

Website

https://joejuice.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Joe & the Juice is a Copenhagen-founded global urban juice bar and coffee chain operating 500+ company-owned and franchised stores across 20+ countries, serving health-conscious urban consumers with freshly prepared juices, smoothies, coffee, and functional beverages via retail, delivery, and its loyalty app.

Ownership category

akta.pro rank

Product category

Specialty Coffee & Juice Bar

NAICS

Snack and Nonalcoholic Beverage Bars (722515), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Juice Bars & Cold-Pressed Juice Shops (THAFAKAA)

akta.pro secondary industry

Coffee Chains & Franchise Cafes (THAFADAB)

Keywords

• Juice bar chain
• Coffee shop chain
• Healthy beverages retail
• Quick service cafe
• Franchise restaurant operations

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Company-Owned Store Sales: Revenue from company-owned retail locations selling juices, smoothies, coffee, sandwiches, and functional food and beverage products. Stores operate across Europe, US, Middle East, Africa, and Asia.
2. Franchise Royalties and Fees: Franchise model generating revenue through franchise fees and ongoing royalties from over 100 franchise locations across 23 markets.
3. Delivery Platform Commissions: Third-party delivery partnerships with Uber Eats, Deliveroo, and Just Eat generating commission revenue from orders fulfilled through these platforms.
4. Loyalty Program: Points-based loyalty program (Joe Loyalty App) with three tiers driving customer retention and frequency through earned rewards redeemable for products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Joe & the Juice operates a global urban juice bar and coffee chain, selling freshly prepared juices, smoothies, shakes, coffee, sandwiches, breakfast bowls, and functional wellness products through 500+ company-owned and franchised retail stores across more than 20 countries. The offering is complemented by a proprietary loyalty mobile app for ordering and rewards, and third-party delivery partnerships. The brand emphasizes a culture of music, wellness, and community-driven service in physical retail locations.

Product overview

Joe & the Juice is a global café chain operating more than 500 company-owned and franchised stores across Europe, the United States, the Middle East, Africa, and Asia. The core product offering centers on freshly prepared juices, shakes, coffee, sandwiches, and breakfast items, supported by a proprietary mobile app with a loyalty rewards program. The company operates through company-owned and franchised stores, with recent expansion including entry into India through an Aditya Birla Group partnership and continued growth across Europe and the US. Joe & the Juice recently passed 500 stores globally, celebrated store #501, and has a target of 1,000 stores globally within five years.

Differentiator

Problem solved

Functional benefit

Products and services

• Juices Freshly prepared juices including Signature Juices (Hydration Station, Feel Good, JOEs Green Mile, Green Shield, JOEs Identity) and standard juices (Go Away DOC, Green Tonic, Green Sport, Prince of Green, Pick Me Up, Iron Man, Stress Down), made to order in-store.
• Coffee & Tea Hot and iced coffee beverages including Latte, Cappuccino, Flat White, Cortado, Espresso, Americano, Mocha, Matcha lattes, Chai Latte, and various teas, served in stores.
• Sandwiches Fresh sandwiches including Prosciutto, The Steak, JOEs Club, Avocado, Tunacado, Spicy Tuna, and VAVO (Vegan Avocado), prepared in-store.
• Shakes Milkshakes and protein shakes including Power Shake, Avo Shake, Coffee Shake, and Lemon Shake.
• Functional Smoothies Protein and wellness-focused smoothies including Muscle Up, Big Brain Energy, Trust Your Gut, Beets & Berries, The Nutty, and Chocolate Flex.
• Breakfast Bowls Morning breakfast options including Power Bowl, Yoghurt Bowl, and Acai Bowl.
• Shots Quick wellness shots including Ginger Shot and Turmeric Shot.
• Snacks & Treats Snack items including Joe's Protein Chips, Joe's Protein Bar, Joe's Vanilla Raw Bar, Salty Dark Chocolate Bar, cashews, mango bites, and baked goods like Carrot Cake, Chocolate Brownie, Blueberry Muffin, and Banana Bread.
• Joe Loyalty App Mobile application enabling guests to order ahead, earn rewards through a points-based loyalty program with three tiers (Member, Yellow Gold, Pink Diamond), access personalized offers, and use skip-the-line functionality. Connects millions of guests globally.
• Franchise Program Franchise program offering franchise partners rights to operate Joe & the Juice stores, with franchise fees and ongoing royalties. Strategic franchise partners include Aditya Birla Group for India expansion.

Quantifiable outcome

• 40% operational cost reduction through AI-driven IT operations with Publicis Sapient
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Aditya Birla Group (ABNAH)flagshipStrategic or Co-development PartnerStrategic partnership announced February 2026 for India market entry through Aditya Birla New Age Hospitality (ABNAH). First flagship store targeted for second half of 2026. This is Joe & the Juice's first true strategic expansion in Asia, where it currently operates no outlets. ABNAH manages portfolio including Hakkasan, Yauatcha, and Nara Thai.
• Publicis SapientcoreTechnology or IntegrationEarly adopter of Sapient Sustain AI-enabled autonomous IT operations platform since June 2026. Platform uses agentic AI to detect issues early, resolve incidents autonomously, and prevent recurring failures. Joe & the Juice reports transitioning to more predictive, AI-driven IT operations with measurable results.
• SpekkcoreGTM or Marketing PartnerAppointed global agency of record for paid social and search marketing in December 2025. Supports expansion across 19 countries with paid media efforts aimed at increasing app downloads and customer traffic to over 450 locations.
• AdyencoreTechnology or IntegrationExpanded partnership with FinTech firm Adyen spanning over a decade. Deployment of SFO1 multimedia countertop payment terminals across stores, tied to accelerated US market expansion, particularly in New York. Terminals enable real-time data collection, app-based pre-ordering, and personalized loyalty incentives.
• Uber EatscoreChannel Partner/ Reseller/ DistributorPartnership announced March 2026 for UK delivery service covering more than 70 towns and cities and over 90% of UK population. Builds omnichannel presence and taps into rising demand for breakfast and functional beverages. Joe & the Juice continues to be available on Just Eat and Deliveroo alongside this partnership.
• Lifeway FoodsminorStrategic or Co-development PartnerProduct collaboration launched October 2025 for limited-edition probiotic smoothie called 'Trust Your Gut' in the United States. Collaboration part of Lifeway's strategy to expand presence in foodservice and functional beverages, leveraging Joe & the Juice's distribution.
• Heliot EmilminorGTM or Marketing PartnerFashion brand collaboration during Paris Men's Fashion Week in June 2026. Transformed Joe & the Juice store on Rue Marbeuf into a full black takeover, bringing industrial elegance to the fashion event.
• Bentley MullinerminorStrategic or Co-development PartnerSeptember 2025 collaboration engineered a bespoke mobile coffee bar into the Bentayaga vehicle, transforming it into what was called 'the world's most luxurious coffee unit'.
• DeliveroominorChannel Partner/ Reseller/ DistributorPartnership with Deliveroo for pop-up Beach Club event at Kite Beach in Dubai in December 2025. Two-day activation featuring kayaking, paddleboarding, and games promoting products including The Power Shake and Hell of a Nerve juice.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Juice Generation: US-based cold-pressed juice and smoothie chain with NYC urban presence. Comparable product offering (juices, smoothies, wellness shots) and urban health-conscious positioning.
• Clean Juice: US organic juice and smoothie franchise chain. Direct competitor in the functional/organic juice bar segment with comparable franchise-led expansion model.
• Smoothie King: Largest US-based smoothie franchise chain with ~1,000+ locations. Direct competitor to Joe & the Juice's core smoothie/shake offering, serving similar health-conscious urban consumers through a predominantly franchise model.
• Tropical Smoothie Cafe: US franchise chain of ~1,200 cafes combining smoothies with food (sandwiches, wraps). Highly comparable franchise-led growth model and product mix overlap with Joe & the Juice.
• Jamba: Iconic US smoothie/juice franchise chain with global presence. Closest direct peer on product offering (juices, smoothies) and franchise unit economics.
• Pret A Manger: Urban-focused cafe chain selling coffee, juices, sandwiches in major cities globally. Comparable premium urban positioning and parallel food/beverage mix, particularly in European markets.
• Robeks: US juice and smoothie franchise chain with ~100 locations. Direct product competitor in the freshly-prepared juice category.

Broad incumbents

• Costa Coffee: UK-based coffee chain (owned by Coca-Cola) with ~4,000 stores globally and strong European presence. Comparable cafe chain operating model and European market overlap.
• Starbucks: Global coffee chain incumbent with ~40,000 stores. Overlaps heavily with Joe & the Juice's coffee and breakfast occasion in urban markets, though broader portfolio and less wellness-positioned.

Emerging players

• Le Pain Quotidien: Belgian-origin cafe-bakery chain serving coffee, juices, sandwiches in urban locations. Comparable premium European cafe positioning with health-conscious menu overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/joe-&-the-juice-uk
• Instagraminstagram.com/joeandthejuice
• Xx.com/joeandthejuice

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joe & the Juice