Joe & The Juice expands and sets sights on Latin America market as it opens milestone store in Mexico City
Joe & The Juice, a Danish chain of juice bars and coffee shops, has opened its first store in Mexico City, and its first in Latin America.
In a LinkedIn post, Thomas Noroxe, CEO at Joe & The Juice, said: “Expanding into an entirely new region is a milestone that goes far beyond one store. It reflects the consistency, culture, and ambition of our people, and the strength of a brand that can travel across continents without losing its identity.”
He added: “Our first Mexico location opens in Colonia Roma Norte, one of the most vibrant and creative neighbourhoods in the city. This entry into Mexico is built together with our local franchise partner, who will drive development and help bring the Joe experience to more Mexican cities in the coming years. Strong partnerships continue to be a key part of our global growth story.”
Norroxe concluded: “Over the past months, we’ve opened franchise store number 100 in Morocco - our first on the African continent - and now entered a brand new region with Mexico. The momentum is real - and so is the opportunity ahead of us. Thank you to everyone involved. On to the next chapter!”
Adyen
Joe & The Juice recently announced a partnership with Adyen focused on the FinTech firm’s proprietary multimedia countertop SFO1 payment terminal.
It has been working with Adyen for over a decade. As it accelerates its expansion in the US market, particularly in key cities like New York, it is turning to the company’s technology to improve the in-store experience.
The deployment of SFO1 terminals enables it to tap real-time data and feedback. It is using them not just to simplify checkout, but to gather insights that help inform store experiences, shape its marketing approach, and ultimately, build long-term customer loyalty in a highly competitive F&B landscape.
“Adyen has been a trusted partner and leveraging their financial technology to expand internationally was an easy decision,” said Nicolai Schnack, CTO at Joe & The Juice. "The new SFO1 terminal allows us to adapt to various market environments, enhancing our in-store experience to match the retail environment. It enables us to meet customers where they are, fostering a global connection to the brand."
The terminal enables pre-ordering through the brand’s app, providing personalised loyalty incentives, and incorporating marketing content directly at checkout.
“The way customers interact at checkout varies between US and European audiences across contactless payments and credit usage, for example, and we’re excited to help support Joe & The Juice cater to local consumer preferences,” said Roelant Prins, Chief Commercial Officer at Adyen.
“The SFO1 terminal makes it easier to reward and learn from customers in real-time. It’s a great example of how the point of sale can become a point of connection.”
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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