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LANDLORD PRESENTATION


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HISTORY 01

LOCATIONS 02

BRANDING 03

JUICERS 04

CUSTOMERS 05

PRODUCTS 06

HONOURS & AWARDS 07


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301 Howard Street, San Francisco (2018)


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HISTORY

Rue Verte, Copenhagen (2002)

KASPAR BASSE THE VERY BEGINNING HEALTHY AMBITIONS


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KASPAR BASSE

Rue Verte, Copenhagen (2002)

Founded in Copenhagen in 2002 by CEO Kaspar Basse, JOE & THE JUICE serves the finest, highquality, natural and organic ingredients in its freshly prepared juices, shakes, coffee and sandwiches. After opening the first JOE & THE JUICE store in 2012, we grew to 12 stores in Denmark — and in November 2009, Kaspar decided to test out the concept in London by opening a flagship store on Regent Street. The store was a success and was the foundation for the continued

continued expansion in the United Kingdom. Sweden and Norway quickly became a focus for JOE & THE JUICE and with approximately 30 stores in each country, six stores in Iceland and a recent successful market entry in Hel-sinki, Finland we are now considering the whole of Scandinavia as our home market. In October 2015 we reached a milestone in the company’s history when we opened the first store in U.S. in Soho, New York.


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Kaspar Basse, Founder & CEO (2018)

time totally ignored people’s desire for atmosphere and intimacy. My ambition became to mix the amazing combination of taste and nutrition that freshly made juices offer with a café environment that is inviting and full of inspiration.

During my years in elite sports, travelling Europe with the Danish National Karate team, I came to realize that our team’s strict nutrition regime never really included fruit and vegetables. And I was always left feeling that the few places to get fresh juices at the time


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Rue Verte, Copenhagen (2018) - Store no. 1


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02

LOCATIONS

8532 Melrose Avenue, Los Angeles (2018)

THE BAR THE ATMOSPHERE THE SEATING


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THE BAR

161 Prince Street, New York (2018)

THE BAR is always the key element of our design. We always try to keep an open structure that makes the bar visible from every part of the store allowing customers to watch their orders in the making, while interacting with the Juicers behind the bar. On the front,

front, typically facing the main entrances of the store, large baskets of fruit and vegetables underline the feel of quality and health. In order to operationally keep up with the demand in high turnover bars, we increase the amount of tills, bar space and juice stations.


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THE ATMOSPHERE THE ATMOSPHERE we want to create is urban yet warm and inviting. Tiles and concrete combined with smoked oak, quality fabrics, artwork and lamps set the stage for an overall layout centred on the bar. Varied kinds of seating seek to accommodate every need the customer might have, whether going

Gl. Mønt, Copenhagen (2018)

going alone, in groups, on business or leisure. We have taken into consideration the adjacent retailers in the design process, who will all be visible from JOE & THE JUICE, and we feel that our simplistic but prominent design will compliment the overall feel and atmosphere of everywhere we go.


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THE SEATING

301 Howard Street, San Francisco (2018)

THE SEATING is arranged so different customer zones provides seating that match the customers’ time constraints – from spacious bar areas to collect orders quickly to comfortable seats to lounge in. Busy travellers can take a short rest at the high chairs in the bar, charge their mobile phones, watch the departure screens if in the airportthe

port talking to the Juicers while watching the live preparation of their food and beverages. There are typically also a lounge area with lower tables and upholstery armchairs, which allow guests to spend some of their wait withdrawn from the hectic everyday life, while maintaining a visual contact.


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SHOP FITTING The concept can easily adapt to a wide range of space and layouts. Our build-out time is ultra fast and our utility demands very low compared to a restaurant. A JOE & THE JUICE operation produces no food smell, the bars are structured without a back kitchen and the product preparation process require no heavy kitchen equipment (boiler, stove, frying or kitchen exhaust).

IDEAL REQUIREMENTS Size: 80-150 sqm. / 850-1600 sqft.


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WE MAKE IT EASY FOR LANDLORDS By having a clear, specified list of our technical requirements when adapting to new spaces, including: •

Registration, requirements and permits

Supply and installation of storefront

Plumbing and water connections

Electricity outlets and electrical distribution board

Flooring

Construction of social, toilet and storage facilities by local code

Demolition

Construction of new walls and ceilings

Fire protection and Health & Safety

A/C, Ventilation and heating


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03

BRANDING

Justin Bieber Behind the Bar, New York (2018)

SIGNATURE FOIL GLOBAL PRESENCE SOCIAL MEDIA


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SIGNATURE FOIL Immediately after we sign a lease, we put up our well-recognized pink foil on the storefront. With cheeky, creative and oftentimes unique statements on the foil, it catches the eyes of passers and is widely shared on social media. This help create local hype leading up to the store opening.

Kasper Garnell, Head of Branding & Communication (2018)


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US Pipeline (2018)

SF 7 LA 2 IL 3 MI 2 DC 2 NY 18 World Pipeline (2018)

+230

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stores worldwide


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GLOBAL PRESENCE

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DK 58

SE 42

NO 33

UK 40

FI 1

DE 3

NL 1

CH 5

FR 3

IC 8

SG 3

SK 9

HK 2

AU 6


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SOCIAL MEDIA

David Beckham, Miami (2018)

Our expansion strategy across all markets is to build a presence in the most affluent areas of the city centre where premium retail brands and high-end offices are situated and in the key travel retail hubs in the world. Presence in these ‘Hubs of the World’ will boost our international brand recognition and will establish JOE & THE JUICE as a credible and inviting F&B destination for the business men- and women, premium shoppers, and travellers who always demand the very best quality and experience.

We proudly believe that the expansion strategy and international presence of JOE & THE JUICE is a key factor in the partnerships with our Landlords. JOE & THE JUICE will continuously focus on these ‘Hubs of the World’ to build the brand further as we already now, only a few years in to our US expansion, have experienced a huge increase in brand recognition throughout the new and existing stores from both our guests, in meetings from our partners and especially through social media and celebrities.

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Kylie Jenner, New York (2018)

Matthew Thomas, Juicer, New York (2018)

Cameron Mastro, Bar Manager, San Francisco (2018)

In JOE & THE JUICE we focus our branding efforts on creating content for the “new media” channels. We collaborate heavily with relevant local influencers all around the world and interact with our guests on all platforms. The in-house media department has local media managers in all of our markets, in order to secure a constant steam of new content that keeps our brand fresh and culture interesting. Laura Egging, Scouter, London (2018)


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04

JUICERS

15 Nationalities competing in ‘Global Show Off’, Copenhagen (2017)

CULTURE JOE UNIVERSITY TRAVEL & EXCHANGE


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‘Global Show Off’, Copenhagen (2017)

‘Global Show Off’, Copenhagen (2017)

CULTURE Fundamentally and intentionally, JOE & THE JUICE relies on and encourages two of the strongest mega-trends across the globe: entertainment and health. But we have also become a brand dedicated to developing the most attractive ambiance and workplace for young people across the world. We can proudly say that our corporate culture is not only embedded but also created by our ‘Juicers’ (employees) which translates very honestly into the dynamic atmosphere our customers experience when they visit any of our stores. ‘Show Off’ is an example of this, where the Juicers invent and compete in flair and ambiance.

‘Global Show Off’, Copenhagen (2017)

JOE & THE JUICE  

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JOE & THE JUICE  

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