AN INTRODUCTION
JOE & THE JUICE
JOE & THE JUICE is an urban juice bar and coffee concept with over 360 locations in 18 countries. Founded in 2002, the company sells freshly prepared juices, shakes, sandwiches, and coffee using natural and organic ingredients sourced directly from growers.
But JOE & THE JUICE is more than just juice, coffee, and sandwiches. It's a place where being a Juicer is not just a job. It's a lifestyle. How can they grow and keep this feeling as a core part of JOE's brand culture?
Before
Too many things, too many places
JOE & THE JUICE went through extraordinary growth, from having 100 stores in 2017 to over 360 locations in 2024 across 18 countries, spanning the UK and Europe, the US, the Middle East, and Asia.
As the company grew worldwide, so did its communications, which gradually became scattered: Facebook, Instagram, WhatsApp, and so on. It became increasingly more work for employees to find all the information the company was putting out.
Working in 16 different markets with 4,000 employees, it’s difficult to align people on the culture. We were trying to use Facebook, WhatsApp, and Instagram. It was hard for employees to get hold of all the information that we were trying to put out there.
Jonas Dahl
head of culture
Most of JOE & THE JUICE's employees are part of Gen Z and work on the frontline. More than ever, this generation is thirsty for feeling more connected and purposeful at work. They are also tech-savvy and collaborative, hoping to engage with quick and efficient communication that does not stand in their way and allows for active participation.
The solution
A special place for belonging and growth
Together with the JOE & THE JUICE team, Relesys created the Juicer app, an extension of the JOE & THE JUICE universe in an app. It's a place for the team to share news, join social activities, connect with colleagues, learn, and find new growth opportunities.
Culture is at the heart of our company, and how do we scale our culture as we scale our company? This is where the Juicer app can be of tremendous value.
Thomas Nørøxe
CEO
The Juicer app has unique features highlighting the JOE & THE JUICE universe, including social calendars where they can arrange football matches or launch competitions; the communities, where Juicers can connect with their local bars or different ones, and share posts on social walls; a general wall where everyone can discover the latest company news; and a work opportunities session where frontline workers can apply to travel with the company, explore different role opportunities, learn more about JOE & THE JUICE, and find tools for professional and personal growth.
The platform has so many features into it. You can find our community, you can find the cultural calendar, you can also see your shift planning. It brings all of our people closer to each other.
Mathilde Dornfeldt
Juicer
the result
A thriving culture
The Juicer app has been implemented in several markets, including the United Kingdom, Denmark, Sweden, Finland, and Norway. It has over 2,700 users, almost 90% of whom are active weekly. It turns out it is not only a place for employees to connect and immerse themselves in JOE & THE JUICE's culture but also an excellent way to spot talent and nurture employee growth.
It's like a social app for the workplace. I can scout people from afar by understanding who are the front runners of this culture. I use it 100% as a strategic way to scout the new talent.
Stefan Greer
Regional Manager
Creating a sense of belonging and nurturing growth is a significant feat in an industry where retention remains the main challenge. And that is just the beginning for JOE & THE JUICE. We will listen to the frontline and evolve the Juicer app, making it an even more fun and essential part of the JOE & THE JUICE experience over time.
