Consumers, especially Millennials and Gen Z, want brands that reflect their values. Joe & The Juice, a vibrant coffee and juice chain, thrives by focusing on its staff, known as Juicers. The CEO, Thomas Nørøxe, emphasizes that the brand's success hinges on the dynamic team delivering quality products and experiences across 450 stores worldwide. Joe & The Juice has ambitious plans to expand to 1,000 locations by 2028, with new openings in Egypt, Spain, and Ireland.
• The brand combines music, bold branding, and a welcoming atmosphere to attract diverse customers.
• Social media plays a crucial role in promoting new products, with a strong presence on platforms like TikTok and Instagram.
• Partnerships with celebrities, such as Novak Djokovic, enhance the brand's authenticity and appeal.
• The company prioritizes hiring young talent to maintain energy and relevance in a fast-changing market.
This focus on people and culture is essential as the company navigates rising operational costs while aiming for profitability. By investing in its workforce and staying true to its roots, Joe & The Juice positions itself as a leader in lifestyle hospitality.
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