🇩🇰 Du finder den danske version af denne artikel her.

JOE & THE JUICE has not been short of milestones in recent years. The chain has surpassed 500 stores and is approaching DKK 4 billion in annual revenue. Alongside major partnerships and key appointments, the company continues to develop new initiatives at product level.

For the first time, JOE & THE JUICE is bringing its breakfast offering together as one coordinated strategy, rather than treating individual products as standalone additions to the menu.

The reasoning is straightforward. Mornings currently account for too small a share of JOE & THE JUICE’s business, which peaks around lunchtime and in the afternoon. That is now set to change.

While many guests already start their day at JOE, the company’s research shows that one in four still do not consider JOE & THE JUICE a morning destination. It is this gap that the new menu and campaign are designed to close.

Thomas Noroxe, CEO of JOE & THE JUICE, says:

“We’ve built our name on freshly made juice and coffee, at lunch and in the afternoon. Morning is the one part of the day we haven’t truly won yet – and that’s the one we’re going after now.”

Noroxe continues:

“We’ve offered a breakfast range for quite a while, but demand for eggs in particular has grown, giving our morning guests more choice. This campaign is about making sure people think of JOE the moment they start their day, whether they’re in the mood for juice, coffee, eggs or something else.”

The new hot breakfast items featuring eggs will see their widest rollout in the UK and US, but will also be available at selected stores across the Nordics and wider Europe, as well as in several of JOE & THE JUICE’s franchise markets, including the Middle East. At the same time, every market is sharpening its focus on the morning experience.

The new hot offering includes egg wraps and bowls, among other items. The new cold products, including yoghurt and grain-based bowls, will be available across all 529 JOE & THE JUICE stores worldwide.

Here, Thomas Noroxe is pictured alongside Nicklas Bendtner as JOE & THE JUICE announced
its partnership with the Danish Football Association (DBU).

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