Joe & The Juice and the art of staying young

Consumers today, particularly Millennials and Gen Z, are increasingly seeking out brands that align with their values. So, how does a coffee chain with over 450 stores across more than 20 markets convey an authentic culture to millions of customers globally? For Joe & The Juice CEO, Thomas Nørøxe, there’s one thing that will always be key

Ask Joe & The Juice CEO Thomas Nørøxe the secret behind the brand’s success and he’ll tell you it’s all about the Juicers. And he’s not talking about smoothie equipment, rather the dynamic team of store staff delivering organic juices, specialty coffee and all-round good vibes across its 450 outlets globally.

Founded back in 2002, Joe & The Juice is a brand that still feels young – no easy feat in a coffee and hospitality market that has changed immeasurably over the last 23 years.  

With specially curated playlists from Copenhagen’s underground electronic music scene, bold branding and a characteristically warm welcome, there’s a dynamism in Joe & The Juice stores that is rare among scaled international operators. Today, the brand caters to coffee aficionados, nutrition fanatics and trend followers – from London to New York, Reykjavík to Dubai, and most recently, Istanbul, Rabat and Mexico City.

Good vibes only 

Majority-owned by New York-based investment firm General Atlantic since November 2023, Joe & The Juice has an ambitious goal to reach 1,000 stores by 2028 and is gearing up for debuts in Egypt, Spain and Ireland within the next 12 months. 

“I’m not concerned about finding the right locations to meet our growth targets – there are plenty. It’s more important that we identify and develop the right talent to be responsible for the stores we are opening,” says Thomas Nørøxe, who has served as Joe & The Juice CEO since June 2021. 

With a global workforce of over 4,100 staff and a presence across more than 20 markets, delivering product consistency at scale and ensuring every customer feels part of the club is increasingly complex. 

“As we grow, we naturally become more corporate. But we need to stay young at heart and be guardians of the entrepreneurship that got us to where we are today,” Nørøxe says, adding that investing in young staff is crucial to maintaining a high-energy brand – but also keeping the best talent in the business. 

“At Joe & The Juice, you’re either a Juicer or you assist the Juicers”

Visiting sites across Denmark, Nørøxe increasingly encounters passionate store managers younger than the Joe & The Juice brand itself, a dynamic he says has made it easier to stay relevant in a world increasingly influenced by social media trends. 

“Someone my age shouldn’t be doing TikTok!” he laughs. Joe & The Juice has over 750,000 followers across TikTok, Instagram and Facebook, which have become key platforms for promoting new products. Recent successes include its viral Tunacado sandwich, spinach, kiwi, apple and lemon Green Mile juice, and Iced Blueberry Matcha, all brought to life via ‘Share Your Flair’ videos performed by Juicers. 

“We give our young people a lot of responsibility,” Nørøxe says, highlighting the importance of maximising connection with its core audience. 

However, scroll through the chain’s Instagram grid and the cultural touchpoints traverse generations and industries – from New York Fashion Week promotions and an iconic collaboration with 2000s media personality Paris Hilton, to in-store raves and a partnership with luxury car manufacturer Bentley. 

Now trending  

From humble beginnings as a small kiosk selling a selection of fruit juices and coffee, Joe & The Juice has become a pioneer of lifestyle hospitality. Its healthy beverage range now features a wide array of organic shots, juices and shakes – from fibre-packed kefir, strawberry, banana and beetroot to energy-boosting matcha with date puree, collagen and whey protein. 

“People are increasingly favouring better-for-you products, which aligns perfectly with what we have always stood for,” Nørøxe says. In June 2025, Joe & The Juice appointed Serbian tennis champion Novak Djokovic as its first Health & Wellness Ambassador. Djokovic, who is also a shareholder in the business, has since developed a signature Feel Good juice and is leading planned expansion into the Balkans as a Brand Ambassador. 

“Any partnership has to be authentic. With Novak, we have mutual respect and genuine chemistry,” Nørøxe points out. 

Authenticity and transparency are recurring themes in a discussion with Nørøxe. It is no surprise then to discover that all head office staff, around 90% of whom began life as Juicers, work behind the bar at least twice a year – a move he says builds camaraderie, as well as business efficiencies. 

“At Joe & The Juice, you’re either a Juicer or you assist the Juicers,” he says. 

Nørøxe is also keen to promote Joe & The Juice’s coffee credentials, an area the business has long excelled in but hasn’t always shouted about. The chain currently partners with eight specialty coffee roasters globally, including Denmark’s April Coffee Roasters, the UK’s Climpson & Sons and Counter Culture Coffee in the USA. In fact, Nørøxe also holds an aspiration to one day open a coffee-focused store, showcasing all its roasting partners in one place. “Our DNA is juice, but we take great pride in our coffee,” he says. 

It’s the economy, stupid!

In 2024, Joe & The Juice achieved record revenues and a second consecutive year of positive operating profit. However, like hospitality businesses everywhere, margins have been strained by soaring operational costs.  

“The years where you could just increase prices in line with inflation are over. We are very cautious about regulating prices going forward and will be looking more into what we can do in terms of efficiency gains,” Nørøxe says. 

Remodelling existing stores to accommodate greater footfall and focusing on digital channels, such as delivery, click & collect and an app-based loyalty card, are all part of a drive to maximise Joe & the Juice’s commercial success.  

Premium products and exceptional service are great ways to boost profitability, but for Nørøxe, the key to success lies with one simple truth: “It’s all about the people”.