A Danish juice-and-sandwich chain known for its buzzy, open-kitchen cafés is preparing to plant a flag in downtown West Palm Beach. Joe & The Juice is readying a location at 206 S. Rosemary Ave., with the project tied to state permit records and no opening date yet on the calendar.
The West Palm Beach plans were first reported by WhatNow, which cited state permit records in confirming the Rosemary Avenue address. The outlet reported that no opening date has been announced for the café. A listing on the company's careers page for an Assistant Store Manager position in West Palm Beach suggests the hiring process is already underway, even as construction and launch timing remain unclear.
Part of a Bigger Palm Beach County Push
The Rosemary Avenue café is not an isolated move. According to WhatNow, the new location fits the brand's push into Palm Beach County, with a Delray Beach shop also planned for 1821 S. Federal Highway inside the Delray Place shopping center at Linton Boulevard and Federal Highway. That Delray Beach opening marks the first of several Palm Beach County locations planned, per the same outlet's reporting.
Joe & The Juice is also planning a location in downtown Fort Lauderdale, which is expected to open late this year or early next, the report notes. Separately, the chain is set to open its first Orlando-area location in Winter Park, between Mooyah and Sephora and directly across from Nordstrom Rack near U.S. 17/92 and Lee Road, according to WESH.
Downtown's Growth Spurt Along Rosemary
West Palm Beach has been a fast-growing food and retail hub in recent years, with new restaurants and shops opening along Rosemary Avenue and elsewhere downtown. That momentum appears to be part of what's drawing the chain to the block, even though the exact scope of the project, including square footage or lease terms, has not been disclosed.
Joe & The Juice traces its roots to a single juice bar inside a Copenhagen clothing store, founded in 2002 by Kaspar Basse, a former elite athlete. The company has since expanded into a global chain known for made-to-order juices, specialty coffee and toasted sandwiches, with its menu featuring juices, smoothies, shakes, coffee, breakfast items and the Tunacado sandwich.
Counting Locations, With Some Discrepancy
How big the chain has actually gotten depends on which account you read. WhatNow's West Palm Beach report put the count at more than 500 locations across more than 20 countries, including nearly 100 in the United States and about a dozen in Florida, with U.S. stores concentrated on the East and West Coasts along with outposts in Chicago and Minneapolis. The company's own careers page cites the same 500-plus figure across 20 countries and says it now employs more than 4,500 people worldwide, while an earlier WhatNow report on the Delray Beach shop cited more than 400 locations worldwide, and a 2017 Haute Living piece put the figure at more than 180 locations at that time.
Inside its cafés, Joe & The Juice leans into an energetic, edgy feel, with baristas — known internally as “juicers” — working in an open setting. The company describes its shops as relaxed, contemporary spaces that combine convenience with distinct urban atmospheres, per its Greenhouse job listing. Florida has become one proving ground for that format, after the chain's first foothold in the state opened at 1600 Collins Ave. in Miami Beach, according to Haute Living's 2017 report, which also noted plans at the time to add two more Miami locations.
For now, downtown West Palm Beach shoppers and office workers will have to wait on specifics. Neither an opening date nor further details on the Rosemary Avenue build-out have been made public, leaving the Assistant Store Manager listing as the clearest sign yet that the countdown has begun.
