Joe & The Juice Arrives in Morocco: A Landmark First for Africa

Rabat Welcomes a Global Lifestyle Icon

Founded in Copenhagen in 2002 on the bold idea of merging healthy food, specialty coffee, and urban energy, Joe & The Juice has become a global phenomenon with more than 450 locations worldwide. This autumn marks a milestone in the brand’s journey: its very first opening in Africa. And the city leading the way is none other than Rabat.

The new flagship store in Morocco is not only symbolic of the brand’s 100th franchise opening, but also the beginning of an ambitious expansion plan. With Casablanca next on the roadmap, Joe & The Juice is setting its sights on making Morocco a strategic hub for its African operations.

Why Morocco?

For Thomas Nørøxe, CEO of Joe & The Juice, the choice was clear:
“The choice of Morocco is no coincidence. 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 – a place that goes far beyond coffee or juice. This is a historic moment: Joe & The Juice makes its first steps in Africa, and Morocco leads the way.”

Morocco’s dynamic youth, growing appetite for lifestyle experiences, and strong connection to global cultural currents make it an ideal launchpad.

Art at the Heart of the Experience

True to its DNA, Joe & The Juice in Rabat is more than a café: it’s a cultural and lifestyle destination. To mark this first African location, the brand has woven Moroccan creativity into its design. Works by renowned artists such as Mous Lamrabat, Hassan Hajjaj, Karim Chater, and Yassine Alaoui give the space a distinctive identity, blending local artistry with the brand’s global ethos.

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The result is a place where design, music, and atmosphere come together to create a unique sensory experience.

A New Lifestyle Destination

With this opening, Joe & The Juice brings its premium, fresh, and authentic promise to Morocco. The concept goes beyond drinks and snacks—it’s about inspiration, energy, and connection. For locals and travelers alike, the Rabat store is set to become a must-visit destination, one that redefines the contemporary lifestyle experience in the kingdom and beyond.

About Joe & The Juice

Founded in Copenhagen in 2002, Joe & The Juice combines healthy dining, specialty coffee, and a vibrant urban atmosphere. With more than 450 outlets worldwide, the brand has become a global reference for younger generations seeking energy, creativity, and conviviality.