A Copenhagen-born juice chain known for viral TikTok sandwiches and a jolt of European café energy is finally making its way to the Sacramento region, setting up shop inside one of Arden Arcade's most upscale retail centers. Joe & The Juice is coming to Pavilions Shopping Center at 563 Pavilions Lane, marking the brand's first-ever location in the Sacramento metro area.
Pavilions Shopping Plaza announced the news in a social media post on September 21, though it has not given an opening date, according to reporting from the Sacramento Bee. The chain, per the same report, focuses on fruit juice drinks alongside a broader menu that includes protein shakes, matcha, coffee, smoothies, acai bowls, sandwiches, and breakfast bowls. Signature juices include the Green Mile — kiwi, spinach, lemon, apple, and avocado — the Go Away Doc, made with ginger, apple, olive oil, and carrots, and the Pick Me Up, blending banana, apple, strawberries, and olive oil. Pavilions' own website describes the newcomer as offering breakfast, lunch, and refreshing pick-me-up options.
A Sacramento First for the Global Juice Brand
The Arden Arcade location represents new geographic ground for the chain, which had locations in San Francisco and Palo Alto, according to a store locator cited by DoorDash. Sacramento has been absent from that Bay Area and Southern California footprint until now. Joe & The Juice was founded in Copenhagen in 2002 and drew its concept from popular European cafes, per the Sacramento Bee's reporting.
The brand's arrival comes backed by serious financial muscle. New York-based private equity firm General Atlantic acquired a majority stake in Joe & The Juice for roughly $641 million in November 2023, and by 2025 and 2026 the company's valuation had climbed to between $1.8 billion and $2.4 billion as it weighed a potential U.S. initial public offering, according to Daily Coffee News. General Atlantic had actually held a smaller strategic stake in the chain since 2016 before taking majority control.
Chasing 1,000 Stores Worldwide
Joe & The Juice currently runs between 450 and 500 stores across more than 20 countries, and the company has set a target of reaching 1,000 global locations by 2028 or 2029, according to World Coffee Portal. That scaling push has been fueled in part by the chain's viral run on TikTok, when its Tunacado sandwich became a social media phenomenon, with a related TikTok hashtag drawing 71.5 million views and one video reaching half a million views, per CR Fashion Book. Influencer campaigns featuring figures like Paris Hilton further amplified the brand's visibility during that stretch.
Joe & The Juice's expansion has included a focus on franchising, and stores are staffed by high-energy juicers working against loud electronic music in interiors modeled on European cafe culture, World Coffee Portal reports.
Landing in One of Sacramento's Priciest Retail Pockets
Pavilions describes itself as a high-end and luxury shopping center with fine dining, according to the Sacramento Bee, and the numbers back that positioning up. The 76,738-square-foot center sits between Howe Avenue, Fulton Avenue, and Fair Oaks Boulevard, and it's anchored by Williams Sonoma and Ruth's Chris Steak House, per property owner First Washington Realty.
Traffic on Howe Avenue reaches up to 30,000 vehicles per day, according to a property listing on LoopNet, making it one of the busiest commercial corridors in Sacramento County.
Pavilions first opened in 1984 and is a luxury retail and fine-dining center, per First Washington Realty.
A Shifting Local Juice Market
The new store's debut also lands at an unsettled moment for Sacramento's health-beverage scene. Pressed Juicery abruptly closed its Downtown Commons location in July, leaving another vacancy in downtown Sacramento, even as Joe & The Juice pushes into the region's suburbs. It's a reminder that consumer traffic patterns for specialty juice bars are shifting locally, even as national chains keep expanding their footprints.
For now, the biggest question mark is timing. Neither Pavilions nor Joe & The Juice has released an opening date, according to the Sacramento Bee's report. What's clear is that Arden Arcade shoppers accustomed to Ristorante Piatti and Williams Sonoma will soon have a loud, juice-fueled newcomer in the mix.
