Sector: Food

Positioning: Selling juices and sandwiches to support the Joe & the Juice youth culture customer base.

Joe & the Juice offers a modern urban ambiance appealing to millennial customers, who buy freshly made juices and sandwiches from a young, energetic staff having fun behind the counter. The chain leverages the worldwide trend of increasing customer demands for convenience and healthy living, but the employees truly are the chain’s most valuable asset. The Joe & the Juice concept revolves around the employees; the organization is a “family” selling products as a means of funding youth culture.
It all started when CEO Kaspar Basse opened the first store in Copenhagen, in 2002. He worked alone in the store, but one day, a young guy, Phillip stepped into the store and claimed he could add more energy to the place and, thus, sell more products.

Kaspar allowed Phillip to take control for one day and has never regretted it. When he called Phiilip at the end of the day, he learned the young man had generated twice as much as Kaspar himself would on a good day by turning up the music, hanging out in front of the store and generally laughing, smiling and having fun with the customers. The value of the employees became clear for the CEO.
The chain has created a concept with a strong sense of belonging, where employees are not just juicers, but a part of something bigger. When hiring, the chain does not do job interviews, but “castings,” where the most important personal asset is values, rather than experience and a good CV. Of utmost importance is that people fit into the company and want to “join the gang.”

EBELTOFT POINT OF VIEW

Joe & the Juice give their employees purpose in their job as juicers and create employee identification with the brand. The social value created applies both in the workplace and on a personal level, which has successfully turned their employees into brand ambassadors.
The company has created an excellent employer brand that both generates cues for job “casting,” as well as stimulates a young, energetic, appealing in-store atmosphere for both employees and customers.