Global juice and coffee chain Joe & The Juice is continuing its aggressive U.S. growth strategy with plans for a new location in Fort Lauderdale, Florida. The Denmark-born brand has filed permits for a restaurant at 1900 N. Federal Highway, marking another step in its push to rapidly expand across key American markets.
The proposed Fort Lauderdale outlet comes just months after Joe & The Juice unveiled plans to open 100 new stores across the United States within 18 months, one of the largest expansion initiatives in the company’s history. The move underscores the brand’s confidence in the U.S. market, which has become a major growth engine as the company pursues its goal of reaching 1,000 locations globally by 2028.
Founded in Copenhagen in 2002 by Kaspar Basse, Joe & The Juice has grown into a global lifestyle food-and-beverage brand with more than 500 stores across Europe, North America, the Middle East and Asia. Known for its fresh juices, specialty coffee, protein shakes and signature sandwiches such as the viral Tunacado, the company has built a strong following among health-conscious urban consumers and younger demographics.
According to permit filings submitted to Florida authorities, the new restaurant is planned for a prominent site on North Federal Highway in Fort Lauderdale. While the company has not yet announced an opening date, the filing signals that development preparations are underway.
South Florida has become an increasingly important market for Joe & The Juice, which already operates multiple locations across Miami-Dade, Broward and Palm Beach counties. Fort Lauderdale’s combination of affluent residents, business professionals, tourists and wellness-focused consumers aligns closely with the brand’s target audience.
The expansion follows a period of strong momentum for the company. Earlier this year, Joe & The Juice celebrated surpassing 500 stores worldwide and reported robust financial performance for 2025. The company has also continued its international growth, entering new markets and strengthening its presence in existing regions.
Speaking about the company’s U.S. ambitions earlier this year, Jorrie Bruffett, Managing Director, U.S. at Joe & The Juice, said: “The U.S. is one of the most competitive consumer markets in the world and we see significant opportunity for growth.”
Bruffett added that the company had “strengthened our foundation and refined our model,” positioning the brand to accelerate expansion while maintaining operational consistency and customer experience standards.
Unlike many foodservice brands pursuing rapid growth through franchising, Joe & The Juice primarily operates company-owned stores in the United States. This approach enables the company to maintain tighter control over operations, brand standards and customer experience while scaling its footprint.
The Fort Lauderdale project represents another milestone in Joe & The Juice’s broader North American strategy, as the company seeks to capitalize on growing consumer demand for premium, health-focused food and beverage concepts. If approved and developed, the location will further strengthen the brand’s presence in one of Florida’s fastest-growing metropolitan markets.
