Joe & The Juice expands into Latin America by opening outlet in Mexico City

Joe & The Juice, the Danish brand known for its juices, coffee, and sandwiches, has officially opened a store in the Colonia Roma Norte neighborhood of Mexico City. According to a LinkedIn announcement by the company, this marks its inaugural location in Latin America. The brand now boasts over 460 stores globally.

This expansion into Mexico follows a franchise agreement signed in April 2025 with local partner Grupo Allux-Dinar. Together, they aim to establish 100 Joe & The Juice locations throughout the country by 2034. Law firm Bech-Bruun, which supported the franchise deal, described the move as part of a wider international growth strategy.

Latin America joins other recent international expansions. In September 2025, the company opened its first store in Trkiye at Istanbuls EMAAR Shopping Mall, in collaboration with franchise partner Food Quest. The plan for Trkiye includes launching eight stores in the first year and reaching 25 within three years, extending beyond Istanbul to cities like Ankara, Izmir, and tourist destinations such as Mugla.

Private equity firm General Atlantic, which initially invested in Joe & The Juice in 2016 and increased to a majority stake in 2023, is reportedly considering a U.S. IPO in 2026, according to a Bloomberg report.

Founded in 2002, Joe & The Juice focuses on fresh juices, shakes, coffee, and sandwiches prepared with natural and organic ingredients sourced directly from producers. Despite the global expansion, Europe, the UK, and the U.S. remain its primary markets. In December 2024, the company strengthened its partnership with Deliveroo to provide exclusive delivery service across the UK.

The Mexico City store represents the brands entry into Latin America and is a key part of its ongoing international growth strategy.

Analysis: Joe & The Juice Enters Latin America

I view the opening of the Mexico City store as a structural step in Joe & The Juice’s long-term expansion rather than a symbolic launch. By entering Latin America through Mexico, the company is prioritizing a large, urban consumer market with established demand for premium food and beverage concepts.

The franchise agreement with Grupo Allux-Dinar, signed in April 2025, provides a clear operational framework. The target of 100 stores by 2034 indicates a measured rollout, consistent with prior market entries such as Türkiye, where expansion was staged and geographically diversified.

This move aligns with the brand’s broader international strategy under majority owner General Atlantic. With a potential U.S. IPO reportedly under consideration for 2026, expanding into new regions strengthens geographic diversification while core revenues continue to come from Europe, the UK, and the U.S.

Overall, the Mexico City launch confirms that Latin America is now part of Joe & The Juice’s global growth roadmap, executed through franchising and paced expansion rather than rapid saturation.

Sources:

• Joe & The Juice enters Latin America with Mexico City outlet