Joe & The Juice, the Copenhagen-born lifestyle chain blending healthy food, specialty coffee, and urban energy, has chosen Morocco for its first African venture. The brand inaugurated its Rabat flagship this week, marking both its debut on the continent and its 100th franchise worldwide. «The choice of Morocco is no accident. We see here a generation open to the world, passionate about well-being, experiences, and quality. Our ambition is to create spaces where energy, design, and conviviality meet. This is a historic moment: Joe & The Juice takes its first steps in Africa, and Morocco leads the way», said CEO Thomas Nørøxe. With plans to expand to Casablanca and other Moroccan cities, the chain aims to make the kingdom its strategic hub for the continent. Known for reinventing the coffee shop concept, Joe & The Juice is also bringing art to its Rabat store, showcasing works by Mous Lamrabat, Hassan Hajjaj, Karim Chater, and Yassine Alaoui. By blending premium lifestyle with local creativity, the brand positions its Moroccan entry as «a new destination for inspiration, energy, and pleasure».
