The Brotherhood Culture of Danish Coffee Shop Joe & the Juice

By Maite Porras De Kwant

Danish coffee and juice chain Joe & the Juice is known for their organic juices and sandwiches. But has also developed a reputation for hiring “hunky employees who need to audition for their jobs”, according to Eater Chicago.

The brand carries out the idea that working at Joe & the Juice is about brotherhood rather than a normal job. In a recent video shared on Instagram owner Kasper Basse explains: “It’s more about creating a life where you don’t count on what is work and what is life. It’s life balance.”

In Amsterdam, where Joe & the Juice opened in June 2017, this brotherhood culture is even stronger where the employees share a Joe House where they live together.

The first Joe and the Juice opened back in 2002. 16 Years later Basse owns over 170 stores in 14 different countries. 

(This story is written for a Dutch audiance and could be published on