Joe & the Juice is eyeing further expansion in Greater London and regional cities, while upping its focus on its coffee offer, chief executive Thomas Nørøxe tells MCA.
The Denmark-founded juice and coffee concept, which has more than 300 stores around the world and 66 in the UK, reported sales of £195m in the year to December 2022 and operating profit of £31.5m.
“We were growing at a very high rate and had to cancel a lot of the pipeline during Covid,” Nørøxe says. “But we refocused and really invested in our people, and that’s where we see the results.
“Places like Birmingham, Manchester, and Liverpool are a major focus area, but we still see a lot of opportunities in Greater London.”
London will continue to be a primary focus, particularly West London residential areas.
“We want to be available in affluent residential locations where we prosper,” Nørøxe adds. “Central London and the high street is where we built our brand, but we see more advantages in being available seven days a week in residential areas.”
This growth strategy also aligns with a recent increased focus on digital, which comprised 25% of sales in 2022 and has encouraged loyalty.
“The UK remains a focal point and shows no signs of slowing down.”
While office areas have seen some drop in footfall, proximity to affluent neighbourhoods means the chain has yet to see any decline in the majority of its estate.
Price rises have mitigated cost inflation, with margins neither improving nor taking a hit as a result, according to Nørøxe.
Travel hubs have picked back up, with airports doing particularly well and another major focus for growth.
“Our product is very convenient on the go,” he says. “Travel has always gone well for us but we want to keep the mix [within our estate].
“Business district rents have also been regulated, making it easier to see payback.”
Format will be continue to be based on the site, with some oriented towards sit-in customers and others towards grab-and-go.
The brand is placing “great emphasis” on coffee and accompanying menu items to be launched in the next six to 12 months to maximise morning trade.
“You’ll see a greater focus on the morning, whether it’s coffee, juice, or sandwiches, and counter products as well.
“We want to maximise that day part. We’ve extended our hours and seen customers placing orders later in the day, but we wouldn’t do an [evening-oriented] offer.”
Internationally, the US is a huge market and a major opportunity for expansion, with focus on building the brand presence in New York.
Its franchised business in the Middle East is also continuing to grow, with launches in Dubai, Qatar, Saudi Arabia, and Kuwait over the past year.
“Where we’ve really been focusing is our workforce,” Nørøxe adds. “It’s all about the people.
“Sustainability is another pillar.”
