Danish juice brand JOE & THE JUICE is marking a double milestone this week: the opening of its very first store in Morocco – and thereby its first presence on the African continent – as well as the company’s 100th franchise operated store.
The new store in Rabat is an important step in JOE & THE JUICE’s global expansion. With its central location in one of North Africa’s most dynamic cities, the store will serve as a hub for both local guests and international visitors.
“Opening in Morocco while celebrating our 100th franchise store is a strong confirmation of our strategy,” says 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.”
Today, JOE & THE JUICE operates 450 stores across Europe, the US, the Middle East, and Asia. Franchise is an increasingly important part of the company’s model, and reaching 100 franchise stores underscores the potential of close collaboration with strong local operators.
“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,” says Noroxe.
The store in Rabat adds to a series of recent market expansions in the MENAT region, including Türkiye and Oman, with openings in Mexico to follow later this year. The company’s long-term goal is to reach 1,000 stores globally in the coming years.
“We are proud to add Morocco – and our very first store in Africa – to our global journey, and we look forward to building a strong community together with our local partner,” Noroxe concludes.
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