Joe & The Juice
Partner Sourcing

 

Lizan Retail Advisors (LRA), secured a strategic partnership with Allux and Grupo Dinar —forming Allux-Dinar Group— that made possible the opening of this iconic concept in Mexico.

Lizan Retail Advisors (LRA), had the pleasure of interviewing Sebastian Vestergaard, Chief Growth Officer of Joe and the Juice.

 

About Joe & The Juice: Global and Local Vision

We’re very excited to see Joe & The Juice opening its first store in Mexico. What makes this moment so special for the brand?

“Mexico represents a new chapter for us. Every market we enter teaches us something, and entering a region like Latin America is yet another opportunity – it pushes us to think globally while staying deeply local. For us, it’s not just about opening a store. It’s about building community, learning culture, and earning the right to be part of people’s daily routines. That’s what makes this moment special.”

What is Joe & The Juice’s global vision, and how will it translate into the Mexican market?

“Our vision is to become the first truly global people-centric food and beverage brand. To build a brand people feel connected to – not because of the products alone, but because of the energy, the people, and the experience. In Mexico, that vision stays the same, but the expression becomes local. We bring our global standards, but we listen first. We adapt menu preferences, sourcing opportunities, and the atmosphere so it feels like JOE – but still unmistakably Mexican.”

Why was Mexico chosen as the next country for expansion, and why did you feel this was the right time?

“Mexico has one of the most dynamic food-and-beverage cultures in the world. Consumers here value freshness, flavor, and connection – three things that align naturally with what JOE stands for. The timing felt right because we’ve built strong momentum globally, and we now have the right infrastructure – and the right local partner – to do this properly. Entering a new region is never about speed. It’s about readiness.”

From an operational standpoint, what adjustments or learnings have you considered to adapt to the Mexican environment — in terms of logistics, sourcing, or employee experience?

“Every market teaches us something. In Mexico, we’ve focused a lot on three areas: Sourcing: ensuring high-quality local ingredients and understanding local supply chains. Logistics: building the right distribution setup from day one – something we’ve refined over the years in more than 20 countries. People: making sure our training, culture, and leadership programs land in a way that fits the Mexican workforce and creates real opportunities. Expansion is never copy-paste. It’s about bringing our DNA, but shaping it to fit a new environment.”

 

Menu and Differentiators

In such a competitive market for cafés, smoothies, and “healthy concepts,” what makes Joe & The Juice stand out and connect emotionally with its customers?

“People don’t choose JOE only for a smoothie or a coffee alone – they choose us for how the place makes them feel. We’re not a traditional café. We’re a mix of energy, music, community, and high-quality products served with personality. The emotional connection comes from creating a space where people feel charged, welcomed, and part of something. That combination is difficult to replicate.”

 

Future Expansion and Expectations

This first opening marks the beginning of your presence in Mexico. Which country would you like to expand to next?

“We’re already planning several new markets across the globe, among other Spain in 2026. Beyond that, we’re exploring opportunities in other regions where we see strong cultural fit and consumer demand. But our priority right now is to give Mexico the strongest possible start. When we enter a new region, we build for the long term – and that means focusing on quality, partners, and execution before rushing into the next country.”