![]() At its most basic level, it’s dudes from Joe stores around the globe making juice. It’s hard to describe, or at least hard to overstate, the insanity of a ShowOff. ![]() Should that be a natural development, or should we force it? I believe it shouldn’t be forced, that we should motivate people to be inspired to work for us, because it is a great company.”Īfter a few more questions and presentations, the “ShowOff” begins. Basse then interjects, “We want to bring more women into the company. “I’m not the right one to ask,” Basse ducks, before another executive reveals that the total percentage of women in the workforce is just six. “What is our proportion of women to men in the workplace?” asks London’s Ross Fellows-Patel, who is no outsider to Joe and the Juice - but an employee. Which is why, when he opens it up to questions, the first one is a crowd-silencer. Basse may come across like a middle-aged dad establishing street cred with a foul mouth, but he commands an enormous degree of respect in this room. He is the leader of this cult, the fresh juice and coffee company Joe & the Juice, a business that has grown in 15 years from a single shop in Copenhagen to an empire with 212 locations in 14 countries. A branch at Dubai's Galleria Al Barsha will come next, with an opening date of September 27 pencilled in.Before him stands a legion of mostly handsome Danes, mostly half Basse’s age, hanging on his every word. The brand, which has about 300 stores in 16 countries, is planning to open a further eight outposts in the UAE. Joe & The Juice also has a retail section, offering up branded flasks, liquorice sweets from Lakrids by Bulow and coffee from Cypher Roastery. The decor is minimalist yet vibrant, with wooden accents, bonsai and eclectic wall art. The d3 branch can seat 154 guests, and offers indoor seating and a terrace with Burj Khalifa views. The spicy tuna mousse sandwich is something of a signature, while vegans can get one with avocado, mozzarella and vegan pesto. The compact food menu comprises six types of sandwiches, plus a couple of salads and breakfast bowls. There are plenty of lattes, cortados and macchiatos here for coffee connoisseurs as well, with blends and beans sourced from Uganda and Guatemala, while tea lovers can sip on vanilla-matcha or green mandarin among others. The team reveals its most popular drink with dairy consumers is the Power Shake, made with strawberry, banana and vanilla milk. The Insta-hit Blue Magic is made from blue spirulina, avocado, dates, lemon and oat-coconut, while Re-build 2.0 comes with raw cacao, banana, avocado dates and choco-almond. The brand is also famed for its protein-infused power shakes, and offers four vegan options. The Dubai menu features close to 15 juices, including Joe’s two most popular options - the Green Mile, with broccoli, spinach, avocado, lemon and apple, and Go Away Doc, with carrot, ginger and apple. Established by jet-setting entrepreneur Kaspar Basse in 2002, Joe & The Juice has made its foray into the UAE in collaboration with Lavoya, the restaurant operator behind Barbar and Dave’s Hot Chicken. The launch party for the UAE’s first Joe & The Juice on Monday was abuzz with activity, as fans of the Danish brand thronged to the Dubai Design District for healthy drinks and nibbles, complete with tracks spun by DJ Tala Samman.Ī second branch of the Copenhagen-born brand also opened at Mall of the Emirates on the same day.
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