Come 2018, San Francisco will be drowning in juice, should Danish company Joe & The Juice have its way. Its first SF location is now open in SFO, and the second flagship location will quickly follow in SoMa at 301 Howard St. That’s pennies compared to what the company has planned though, which is 10 stores in San Francisco proper by the end of 2017, and a very ambitious 20 by the end of 2018.
After expanding to the United States in NYC last year, the brand identified SF as the next logical market, along with Los Angeles and Miami. “We hit really good numbers [in NYC], and everybody seemed to embrace the brand,” head of brand and communication Kasper Garnell told Eater SF. “The next step was to map out the other cities that have the same thoughts toward health.” SF fit in there, and was oddly the easiest of the three to get up and running.
When asked how Joe & The Juice differentiates itself from the plethora of other juice shops in the area — such as Juice Shop, Project Juice, and Urban Remedy, just to name a few — Garnell pointed to the company’s focus on juice as entertainment. “Other cold-pressed juice bars are very clinical and like going into a pharmacy. It’s not really a place where I personally would like to hang out or do my homework or read a book or chill out with friends,” he said. “That’s what we’re trying to provide.”
To that end, the Howard Street location is 2,500 square feet and will have ample seating, Wifi, and music. Garnell and team are aiming for a lounge or nightclub vibe, just with juice instead of alcohol. It brings to mind another club-focused drink concept coming to the city, in the form of an EDM-themed tea shop.
Beyond juice, Joe & The Juice has smoothies, coffee, sandwiches, and breakfast bowls. You can see the menu here. Stay tuned for more details on this juice shop with grand ambitions.