Joe & the Juice has seen consistent double-digit growth in its UK stores, and now looks to increase its presence beyond Greater London, CEO Thomas Nørøxe tells MCA.
The juice and healthy food-to-go chain has experienced ‘tremendous growth’ since the pandemic and continues to see the UK as a core market, with a focus on regional cities including Liverpool, Manchester, and Birmingham.
Nørøxe was speaking to MCA following New York-based investment firm General Atlantic’s acquisition of the brand yesterday (14 November).
“They want to continue international expansion, increase convenience and a continued push on the digital channels,” he says. “General Atlantic has focus on global brands with high growth ambitions and they see Joe as a unique brand with ability to resonate with consumers in multiple markets.”
The brand has worked with local roasters to invest in its coffee offer and looks to introduce a range of seasonal products in 2024, as well as new products to enhance its morning offer.
“Our strength is our presence in multiple markets and our ability to wait for the best locations in each market,” Nørøxe adds. “This will be a good balance between Europe, the UK and the US with no particular preference.
“Today, we are profitable in all markets and with paybacks making it attractive to grow in all our current markets.”
Another focus is enhancing the app as Joe & the Juice prepares for new openings around London and beyond.
“Our entry into the Middle East with local partners is very promising and a region where we expect to focus much more in the coming years.
“We are looking forward to another great year in the UK with strong consistent double-digit growth in our existing stores.”
