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JOE & THE JUICE is on the verge of a significant milestone: the Danish chain now operates 488 stores worldwide and is fast approaching 500. In the first quarter of 2026 alone, it opened 19 new locations across the US, Central Europe, the UK, and the MENA region – from Los Angeles and New York to Brussels, Reading, Riyadh, and Dubai.

Back in February, we reported that JOE & THE JUICE, in partnership with one of Denmark’s wealthiest families, unveiled ambitious plans for India. This marks the brand’s first major strategic entry into Asia. The Aditya Birla Group, one of India’s largest conglomerates, has interests spanning textiles, cement, metals, telecommunications, finance, and foodservice. Founded in 1857, the group now maintains a global footprint with thousands of employees.

Read more here.

“Culture is not something you write on a wall. It’s something people build – year after year.”

That’s how key figures within the company often describe it.

As JOE & THE JUICE continues its rapid global expansion, the brand has also announced a significant internal development. Culture has always been central to how JOE & THE JUICE operates – and it will continue to be.

To formalize this focus, Philip “Pippo” Finsteen, known as Juicer #2 in the company’s history, has been appointed Chief Culture Officer.

Pippo has been with JOE from the very beginning and has played a pivotal role in shaping the culture that defines the brand today. With his new title, culture now has an official seat at the leadership table.

JOE & THE JUICE emphasizes that this is not about changing direction, but rather recognizing the enduring importance of culture – ensuring it remains a driving force as the chain grows worldwide.

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