Joe & the Juice is riding the functional food boom.
What’s happening: The Denmark-born cafe secured minority investment from UAE-based Emirates International Investment Company (EIIC), valuing the company at $1.8B.
Going places. Since General Atlantic’s 2023 acquisition, Joe & the Juice has swelled to 480 locations across 23 countries. With recent entries into Turkey, Mexico, and Morocco and India, Egypt, and Spain next, it’s targeting 1K cafes by 2028.
Juicy. Notching a record-high $500M in sales last year, its menu of organic coffees, green juices, and sandwiches align with protein and fiber mania.
Appealing to younger generations, it’s leaning into functional food and bev, launching a Kevin Durant-endorsed steak sandwich alongside items like a gut health smoothie collab with Lifeway Foods and collagen-infused iced matcha drinks.
Counter culture. Per SPINS, 39% of restaurant beverage sales have a functional claim, and coffee chains are betting big on protein.
Stacking benefits, Erewhon, SunLife Organics, and Pressed Juicery are scaling smoothie-as-a-platform, while up-and-coming Joe & the Juice rival Pura Vida Miami landed funding for growth as a lifestyle brand.
Punchline: With global momentum, consumer alignment, and IPO rumors swirling, Joe & the Juice is digging in, extending its influence beyond the lunch hour and airport layover.
