Joe & The Juice was founded in 2002 by Kaspar Basse,[7] at the time in his late 20s. The company is based in Copenhagen, Denmark.[8] It sells coffee, tea, sandwiches, fresh juices, smoothies, and veggie shots made with organic ingredients.[9] They also offer gluten free options for their sandwiches. [10]
Although Joe & The Juice competes with both coffee shops like Starbucks and stores like Jamba Juice, Basse has tried to develop a different atmosphere at the restaurants, opting instead for what has been described as an "edgier" vibe.[11] Managers are generally given autonomy over their stores.[11]
In 2013, Swedish Valedo Partners bought the company for $48 million, though Basse retained a 10 percent stake. General Atlantic invested in October 2016, to help fund expansion into the United States.[7]
In November 2023, it was reported that American General Atlantic would acquire a majority stake in the company for $641 million.[12] On December 21, it was announced that this transaction had been completed.[13]
Joe & The Juice opened its first store in Australia in 2016.[14] It suddenly exited the Australian market in 2023 without warning.[15]
In 2022, CEO Thomas Noroxe mentioned that they would expand over the Middle East, starting with Qatar and Dubai, followed by Saudi Arabia, Kuwait, Bahrain and Oman.[2] He also suggested the use of franchise stores to expand into Mexico and China.[2]