News — Joe & The Juice

Denmark’s Joe & The Juice signs agreement for major Asia market launch

The fast-growing coffee and juice chain has debuted in Turkey, Morocco and Mexico within the last six months as it chases down a goal to reach 1,000 stores globally by 2028

12 February 2026

2 min read

Joe & The Juice’s first store in Mexico, pictured in November 2025 | Photo credit: Joe & The Juice

The fast-growing coffee and juice chain has debuted in Turkey, Morocco and Mexico within the last six months as it chases down a goal to reach 1,000 stores globally by 2028

Speaking to World Coffee Portal in November 2025, Joe & The Juice CEO Thomas Nørøxe outlined plans to scale the Danish coffee and juice chain from 450 stores to 1,000 by 2028.

Alongside outlet growth in its core markets of Denmark, the UK and the US, the lifestyle chain is eyeing new markets to accelerate global expansion.

After launches in Turkey, Morocco and Mexico in the second half of last year, a new market is set to join Joe & The Juice’s network later this year – and it is one of the most buoyant and promising branded coffee shop markets in the world.