DENMARK. Juice, coffee and healthy food service brand Joe & The Juice is aiming for further expansion at airports worldwide after marking a milestone with its 20th anniversary year in 2022. The company opened its 21st airport outlet during the year; its first opened in Copenhagen in 2010.
The company was founded in Copenhagen in 2002 by Kaspar Basse and over the past decade and more has taken its formula to airport hubs across Europe and North America. Its expansion in travel retail is supported by business development agency Blueprint.
Today, Joe & The Juice has a portfolio of 335 stores worldwide. In the airport channel this includes 21 units at 14 airports including Amsterdam Schiphol, Stockholm Arlanda and Nice, alongside its original and busiest location, Copenhagen Airport. There it runs five stores ranging in size from 25sq m to 300sq m, including a flagship unit airside along with others landside and in the baggage claim area of arrivals.
“With our two decades of experience, we have built extensive know-how and trust with airports by proving that we can deliver a great customer experience and also maximise sales year over year,” said Joe & The Juice Retail Director & Partner Rasmus Andersen.
“We are grateful for our partnership with Copenhagen Airport where performance hits double-digit growth rates year after year, ever since the brand first arrived at the airport in 2010.”
Copenhagen Airport Head of Retail Business Partners Lasse Berg commented: “During the past ten years CPH Airport and Joe & The Juice have developed a strong partnership that includes launching the first airport store. The concept is a great fit for airports because of the lively atmosphere, fast service, healthy food and beverage options combined with optimising use of space. Joe & The Juice fits well with our overall strategy, bringing extraordinary and best-in-class shopping experiences to travellers.”
Digital focus
Since the pandemic began, the company has encouraged customers to use its pre-order app. This allows any of its outlets to have a range of goods – freshly-made signature juices, vegan shakes, coffees, salad bowls, breakfast bowls and sandwiches – ready for collection by the time customers pass through security.
Users also gain points each time they order. “We are using the same technology to implement self-service kiosks that will create ease of ordering and avoid bottlenecks, ideal for high traffic environments,” said Andersen.
Blueprint’s Thomas Kaneko Henningsen said: “Joe & The Juice is one of these rare brands that ticks all the boxes for airports – from delicious and healthy food and drink, an extraordinary in-store buzz and digital capabilities to a laser focus on sustainability, as well as staff training and support. With 98% of senior management starting their careers as juicers, the very DNA of the company runs deep, fuelling a strong performance culture.”
The next step, noted Kaneko Henningsen, is to take airport business to the next level. “After 20 years, Joe & The Juice remains ambitious for more global expansion, particularly at airports. The brand delivers truly extraordinary F&B experiences; we need to accelerate these as it helps engage and excite travellers during these unprecedented times.” ✈
Note: The Moodie Davitt Report publishes the FAB Newsletter, which features highlights of openings, events and campaigns from around the world of airport and travel dining.
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