Joe & The Juice, the Danish juice, coffee and sandwich chain founded in Copenhagen in 2002 by Kaspar Basse, operates in Lisbon and has set out a plan for roughly 40 Portuguese stores over ten years — part of a global network of more than 500 locations.
Joe & The Juice arrived in Portugal through Lisbon, applying the playbook it has used across its 500-plus-store network: flagship units in high-traffic, high-visibility locations staffed by its trademark “juicer” crews. The company has publicly outlined a strategic plan of roughly 40 stores throughout Portugal within ten years — a full national rollout rather than a token capital-city presence.
The Portuguese expansion runs alongside aggressive growth elsewhere: the chain grew its UK estate by nearly a third between 2023 and 2025 (68 to 89 stores) and has flagged plans for around 100 new US stores while exploring a US listing. For a brand that scaled from a single Copenhagen juice bar in 2002, Portugal is one of the newer growth bets in a genuinely global pipeline.
Joe & The Juice’s Portuguese entry reflects how Nordic consumer brands increasingly treat Portugal — and Lisbon in particular — as a growth market in its own right: young urban demographics, strong tourism flows and retail rents that still undercut Northern Europe. A Danish food-and-beverage format planning 40 units is a meaningful employment and franchise footprint on the Nordic→Portugal side of the corridor.
Fractio helps Nordic companies enter the Portuguese market — from market sizing to first sales, hiring, and legal setup.
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