Joe & The Juice expands into Africa with a new store in Rabat, celebrating its 100th global franchise milestone.
MOROCCO – Joe & The Juice, the Danish juice and coffee chain, has achieved a major milestone with the opening of its first store in Africa.
The new outlet in Rabat, Morocco, not only introduces the brand to the North African market but also marks the company’s 100th franchise-operated store worldwide.
Located in the heart of Rabat, the new store is positioned to cater to both local residents and international visitors, reflecting the brand’s strategy of expanding into dynamic global cities.
The launch is part of Joe & The Juice’s broader effort to accelerate international growth and strengthen its global presence.
“Opening in Morocco while celebrating our 100th franchise store is a strong confirmation of our strategy,” said Thomas Noroxe, CEO of Joe & The Juice. “We have a powerful brand and a scalable business model that enables us to grow rapidly through strong partnerships. Our ambition is clear: to bring Joe’s energy, culture, and community to even more guests across the world.”
The company currently operates more than 450 stores across Europe, the United States, the Middle East, and Asia.
While Joe & The Juice directly manages most of its outlets in Europe and the US, the company has been increasingly leveraging franchise partnerships in regions such as North Africa and the Middle East. This model provides faster access to new markets while allowing local operators to deliver tailored customer experiences.
“While we will continue to operate most of our stores ourselves in Europe and the US, in markets such as North Africa and the Middle East, working with experienced local partners gives us both a faster path to growth and the opportunity to deliver even stronger customer experiences,” Noroxe added.
Source: Food Business Middle East & Africa
