The Danish coffee chain is seeking to open 100 stores over the next 10 years in partnership with Mexican licensee Grupo Allux-Dinar
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Joe & The Juice currently operates 400 stores across 19 markets globally | Photo credit: Joe & The Juice
Joe & The Juice has signed a franchise agreement with Grupo Allux-Dinar to launch in Mexico in 2025.
The Danish coffee chain expects to open a first site in Mexico City in the fourth quarter and has outlined plans to open 100 licensed stores across the Latin American country by 2035.
Expansion will focus on some of Mexico’s largest cities, including Mexico City, Guadalajara and Monterrey, where the brand has identified growing demand for innovative food and beverage concepts.
“From the beginning, our vision has been to bring some of the world’s most iconic culinary brands to Mexico, and with Joe & The Juice we are achieving that goal in an exceptional way,” said Javier Romo, CEO, Allux-Dinar Group.
Founded in Copenhagen in 2002, Joe & The Juice currently operates 400 stores across 19 markets globally, with a significant presence in Denmark, the UK and the US, as well as a growing store network across the Middle East.
Mexico has become an increasingly attractive market for coffee chains seeking international expansion, with US coffee giant Starbucks now operating nearly 900 stores with licensee Alsea and Canada’s Tim Hortons over 140. Filipino value-focused chain Pickup Coffee and Brazilian small-format operator The Coffee have each opened nearly 40 stores within 18 months of entering the Latin American country, while Colombia’s largest coffee chain Juan Valdez returned to the market in March 2024 and currently operates three outlets.
Allux-Dinar Group is a new organisation formed between Mexican real estate firm Allux and Mexico City-based hospitality group Grupo Dinar, which operates a portfolio of proprietary and licensed restaurants in the country.