Every coffee and beverage outlet contains a different idea of time. Starbucks offers stillness to those who never stop; Garat, roots to those who want to pause; and Tim Hortons, freshness to those who live by moments. Now Joe & The Juice joins them, offering energy to those who want to fire up in the middle of the day.

Its move into Mexico is not just an expansion, but a statement of style. The Danish brand—half coffee shop, half juice bar—will open its first store in the nation’s capital at the end of this year, aiming to reach up to one hundred locations over the next decade.

Founded in Copenhagen 23 years ago, Joe & The Juice began with a simple idea: to offer healthy drinks to a fast, aspirational consumer in a city that never stops. That pace defined its identity—a space where design and music accompany impulse more than pause—and explains its expansion across major cities. In the last year and a half, its global network grew by about 20%. Today, it has nearly 440 stores on four continents, from London to New York and Dubai, and over the next four years, it plans to double that figure to reach one thousand, with Mexico as its gateway to Latin America.

The entry is not a solo effort, but comes hand in hand with Allux-Dinar Group, which brings together Allux, a real estate developer with a presence in the main urban corridors, and Grupo Dinar, a specialist in gastronomy and hospitality. This partnership will allow the company to enter the country with a priori knowledge of the real estate market and consumer habits, in an environment where space makes the difference between presence and oblivion. That is why everything points to its first store in Mexico City being a flagship at street level, conceived more as an experience point than a coffee shop. Its model foresees expansion along busy avenues and in shopping centers, where flow not only defines location but also the logic of the business.

Beyond the challenges of a mature but uneven market—where coffee and beverages are more a social ritual than a functional consumption—the bet reveals something bigger: the confidence of global chains in Mexico as a natural expansion point in North America. Regional growth plans suggest that Joe & The Juice could move faster in Mexico than in Canada, where, since 2019, it has maintained a single store at Vancouver Airport, while in the United States, since its arrival in 2021, it has opened an average of 18 locations per year to reach about 73 in 2025. This may suggest that, after its northern neighbor, Mexico could consolidate as the brand’s second most relevant beverage market in the region.

This is consistent with the sector’s performance in the country’s main retail markets—Mexico City, Guadalajara and Monterrey—where beverage chains and franchises have not stopped growing over the last five years. In fact, according to SiiLA, the sector’s tenant count has tripled in the same period, particularly in shopping centers.

In a country where beverage consumption—from coffee to juices—remains among the highest on the continent, the sector’s boom reflects not only demand, but the transformation of leisure time into consumption, and consumption into an everyday form of identity that blends with social rituals. And in this spirit, Joe & The Juice reminds us that the time to sit and drink no longer stands still: it moves to the rhythm of those who inhabit it.

For more context, figures and trends in retail real estate, visit SiiLA REsource or write to us at contacto@siila.com.mx.