Former Pret A Manger executive Jorrie Bruffett joins the Copenhagen-based coffee chain to lead its third-largest market globally
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Joe & The Juice’s Howard Street store in San Francisco, California | Photo credit: Joe & The Juice
Joe & The Juice has appointed former Pret A Manger and Panera Bread executive Jorrie Bruffett as Managing Director for its US business.
In a press release, the Danish coffee and juice chain said Bruffett has been tasked with growing the premium chain’s 66-store presence in the US while driving operational efficiency, product innovation and digital sales channels.
“We are thrilled to welcome Jorrie to Joe & The Juice at such a transformative time for our company. Her deep understanding of brands, experience within the F&B industry, and ability to interpret the Joe & The Juice brand values make her the ideal leader to strengthen our US operations and drive our ambitious growth agenda,” said Thomas Nørøxe, CEO, Joe & The Juice.
Bruffett joins Joe & The Juice from coffee and food-to-go chain Pret A Manger, where she served as US President from December 2020 and played a key role in the company’s joint venture with franchise group Dallas International, which is expected to triple Pret’s US presence by 2028.
She previously held several senior roles at Missouri-based café group Panera Bread for over 10-years, including as Vice President of Innovation and Strategy and Director of Category Management.
Bruffett’s appointment comes more than a year after New York-based investment firm General Atlantic acquired a majority stake in Joe & The Juice at the end of 2023 and outlined a goal to expand its US presence.
Founded in Copenhagen in 2002, Joe & The Juice currently operates 380 stores globally, including 72 in its home market, 73 in the UK and 45 across five markets in the Middle East.
The coffee and juice chain achieved 42% year-on-year revenue growth in 2023 to reach DKK 2.4bn ($349m), with operating profit of DKK 178m ($26m).