A new juice and coffee bar quietly opened its doors this week inside Tysons Corner Center, marking the first Virginia location for Danish brand Joe & the Juice. The store, tucked into a spot once occupied by Persian restaurant Maman Joon, is kicking off with limited hours before a full grand opening celebration set for Saturday morning.
The Copenhagen-born chain, known for its juices, coffee, shakes and sandwiches, confirmed the Tysons debut as reported by FFXnow. Jorrie Bruffett, a representative for the company, said in an email to the outlet that Tysons was a natural fit for the brand's Virginia debut and that Joe & the Juice wants its stores to feel energetic, social and welcoming. The company already operates a few dozen stores in New York along with locations across Europe, the Middle East, Asia and Africa, according to the same report.
Founded in Copenhagen in 2002 by former professional karate champion Kaspar Basse, the brand grew from a single shop built around a high-energy urban culture into an international chain with more than 300 locations, according to the Los Angeles Times. The chain's entry into the Washington region dates back to late 2017, when it leased space at 1500 K Street NW, per DochAlex. It also has a Bethesda location.
Grand Opening Brings Merch, Music and New Breakfast Menu
Saturday's grand opening starts at 9 a.m., with free merchandise going to the first 100 guests and music playing throughout the celebration, per the FFXnow report. The event will also showcase the company's new hot breakfast menu, which includes a Steak ‘n’ Egg wrap, a Turkey Scramble and an Egg & Avo option served in wraps and bowls.
That breakfast push isn't unique to Tysons — the station's report notes Joe & the Juice has rolled out the hot menu at select locations nationwide. The timing lines up with a broader company strategy: per QSR Media, the chain launched a global morning menu push in September after internal research found that 25 percent of customers didn't consider Joe & the Juice a breakfast destination, prompting the introduction of hot egg-based sandwiches, wraps and bowls across U.S. and U.K. stores.
The company's rapid growth has been fueled by heavy private investment. New York growth equity firm General Atlantic acquired a majority controlling stake in the chain from Valedo Partners in a deal valued at roughly $641 million, according to Daily Coffee News. More recently, the brand reached a $1.8 billion valuation after securing strategic investment from Abu Dhabi-based Emirates International Investment Co., supporting a target of 1,000 global stores by 2028, per Fitt Insider.
Minimalist Design Meets a Mall in Transition
Inside the Tysons store, the design leans minimalist, according to Rekik Tesfaye, who described a clean layout with warm lighting and green tones in an email cited in the FFXnow report. The space was previously home to Maman Joon, which relocated to a new ground-floor storefront elsewhere in the mall across from Panda Express and California Pizza Kitchen, as Hoodline detailed in its earlier coverage of the move.
The storefront shuffle is part of a larger pattern at Tysons Corner Center, where landlord Macerich has been investing heavily to keep the mall competitive. The company completed a $710 million refinancing of the property in December 2023, backed by more than 16 million annual visitor trips and roughly $1,200 in sales per square foot, according to a Macerich news release. Macerich also announced plans in June 2025 for a redevelopment exceeding $100 million, including common area upgrades and a reimagined west end, per Connect CRE.
Store Hours and What's Next for Fairfax County
For its opening week, the Tysons store is running on limited hours, open 10 a.m. to 5 p.m. Friday before switching to 9 a.m. to 9 p.m. for Saturday's grand opening and 8 a.m. to 8 p.m. Sunday, according to the FFXnow report. Joe & the Juice already has outposts in Washington, D.C. and Bethesda, and the Tysons shop joins that regional footprint as the brand's first in Virginia.
Despite plans to open more locations in 2027, the company has no additional Fairfax County stores currently planned, per the same report. Elsewhere in the mall's food court, change has been constant: Tysons Corner Center recently welcomed Vietnamese stall Clay Bowl on the third floor, while Chip City has closed its location there, rounding out a season of turnover at Virginia's largest shopping center.
