A fifth Joe & The Juice in Belgium

A month of March paced by openings for the concept of freshly prepared juices, coffees, and sandwiches born in Denmark. Driven by the ambitious goal of 1,000 shops worldwide by 2028 (+150%), the Joe & The Juice brand has inaugurated two new strategic locations in Brussels.

© JOE & THE JUICE / Sergio Da Silva Marques

Two openings within the span of a single week. Two brand new Joe & The Juice venues, one "ideally located just a stone's throw from the European Commission buildings" on Avenue Froissart. The other "in the heart of Brussels," on Avenue Louise, in "a dynamic neighborhood, perfect for a gourmet break between two meetings or after work," describes Sergio Da Silva Marques, the head of construction and layout projects in Belgium, as well as in France, the Netherlands, Germany, and Switzerland.

Inspired by the founder and the success of Starbucks, Kaspar Basse, a former top-level athlete from the Danish karate team, created Joe & The Juice in 2002 by setting himself a double challenge: to make healthy eating attractive and to offer it within the fast-food industry.

Well-versed in strict diets from personal experience but also convinced that adopting a healthy lifestyle comes through pleasure, the founder claims a particular focus on product quality: whether it involves vegetable juices or vegan smoothies, they must offer a gourmet experience.

Just as the establishments' "signature welcome" must contribute to this experience, by combining design furniture and a friendly atmosphere with photos taken by employees during their travels hanging on the walls.

The fast-good chain only began its international development in 2009 by establishing itself on Regent Street in London. The United Kingdom has since remained its key market with nearly 90 shops, out of the 500 currently counted worldwide.

"Being a juicer is much more than a job: it's a lifestyle," asserts the chain, which claims its attachment to talent, hard work, and internal career progression. Much like Joe & The Juice's Chief Growth Officer, Sebastian Vestergaard, who started behind a bar fifteen years ago. "And 95% of head office employees have climbed the ranks in the same way."

Present in the Belgian market since 2020, Joe & The Juice is still struggling to make the model profitable but remains in an investment phase. The company is burning through its cash to finance its rollout across the territory, recording strong business growth in the process.