Kaspar Basse established Joe & The Juice back in 2002. The first shop was located in the corner of the lifestyle store Rue Verte on Ny Østergade in Copenhagen. As an elite athlete on the Danish Karate team, Kaspar was highly acquainted with strict diet plans and a strong focus on health and nutrition. The market for nutritious food was bland, and that fueled his ambition to change the narrative of health in fast food. Inspired by Howard Schultz and the journey of Starbucks, Kaspar formed his goal to make healthy food sexy.


Since day one, we've focused on providing our guests with healthy products, but never at the expense of taste. Even today, as we venture further into vegetable juices and vegan shakes, we always strive to make them taste amazing. It's our core belief that the vast majority of our population will only develop a healthy lifestyle if the food and drinks necessary to support that lifestyle taste as good or better than the alternative.


In 2009, 7 years after we opened our first store in Copenhagen, we decided to expand outside the Danish boards. The first Joe & The Juice on Regent St, London became a reality. Today, we consider UK as one of our key markets, with more than 50 stores in greater London. In 2011, Germany and Sweden was added to the list, followed by Norway in 2012. Ever since, at least one new market has been added yearly, establishing our presence in 16 countries worldwide, in 2020. One of the most memorable milestones on the journey, was our first US store, on Spring St, Soho, NYC, October 1st, 2015.


Being a juicer is not just a job - it is a lifestyle. We believe in creating a personal bond within the organisation and by believing in the individual, we cultivate a workforce of highly loyal and motivated people. Manuals, service concepts and uniforms takes a backseat to workflow training fueled by independent decisions. By fostering the individuality of our juicers, we enable them to create a natural contact with the guests, and an inclusive ambiance in the store. We believe in talent, but we definitely also believe in hard work. Internal development is the cornerstone of our career model and it's not just a PR stunt when we highlight the incredible opportunities available. After all, Our CEO Sebastian Vestergaard started behind the bar 15 years ago and 95% of the HQ staff earned their stripes in similar fashion.


Given that we opened the first Joe & The Juice inside Rue Verte, the most iconic interior design store in Copenhagen in 2002, it was inevitable that our stores interior would be shaped thereafter. The combination of Italian designer furniture and Nordic cool created the livingroom vibe that would become our signature. Add to that, a mostly electronic soundtrack pumping in the background and a unique approach to guest interaction, and you have "the Joe & The Juice ambiance". We want you to be part of our family and view the stores as our home. Everything in them tells a story. From our pictures on the wall, which are all taken by our employees while traveling the world, to our coffee cups, designed in-house in a colorsystem that represents the different sizes. Getting a “Pink” latte, is a unique way of ordering coffee, invented by us.


It has always been our philosophy that tech should be used to optimize the operation and improve the workflow for our juicers. Since the early days of Joe & The Juice, we have relied on our own in-house build backend system. It has been updated and improved throughout the years and now manages everything from supply chain and shiftplanning to financial KPIs. Most importantly, it removes several administrative tasks from our bar manager’s agenda, so they can focus on training their teams.With the launch of the Joe App in 2020, we have introduced tech as an integrated part of the in-store experience for the first time. With an extensive loyalty program and on-brand UX, including features like “Pre-Ordering” and “Fast-Track”, we look enhance our guest interaction. Going forward, even more resources will be allocated to strengthen our digital presence through an omnichannel communication strategy. We want to capture the attention of our guests and actively engage with them even when they’re not physically in our stores.  


We always look for ways to lower our carbon footprint. Whether it be more sustainable packaging and to-go material or improved recycling loops and optimized supply chain initiatives. Please see more details on our on-going commitments here → Impact

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FEature articles

JAN 31, 2017

Joe & The Juice Might Well Be The Next Starbucks

A few days ago I was headed to one of my old standby restaurants Santa Fe on the upper West Side in Manhattan and came across the construction of a soon to open [...]

OCTOBER 12, 2016

Joe & the Juice Announces Strategic Growth Investment from General Atlantic

Joe & the Juice, a fast-growing urban juice bar and coffee concept, today announced that General Atlantic, a leading growth equity firm, has made a strategic growth investment in the company. [...]

DEC 02, 2013


After several years of strong growth and expansion, Joe & the Juice A/S (“Joe & the Juice” or the “Company”) has entered into a strategic partnership with Valedo Partners Fund II AB (“Valedo”) [...]