Joe & The Juice is expanding its presence in Latin America with the opening of its first store in Mexico City.

The store is located in Colonia Roma Norte, one of the city's most vibrant and creative neighbourhoods, Thomas Noroxe, chief executive of the Danish juice bar chain said in LinkedIn post on Friday.

The company plans to open further stores across other Mexican cities in the coming years

Noroxe emphasised that this move reflects the retailer's expansion into a new region, marking a milestone that goes beyond a single store.

“It reflects the consistency, culture, and ambition of our people, and the strength of a brand that can travel across continents without losing its identity,” he added.

He added that the new store was developed in collaboration with Joe & The Juice's local franchise partner Grupo Allux-Dinar.

“Strong partnerships continue to be a key part of our global growth story,” Noroxe said.

The chief executive also took the opportunity to announce the retailer's expansion into Africa, where a new store has recently opened in Morocco.

Commenting on the expansion in both Africa and Latin America, he said: “The momentum is real - and so is the opportunity ahead of us.”

The firm has also been focusing on expanding its technology proposition. In July, the Danish coffee shop chain rolled out a new multimedia countertop Android payment terminal across its stores.

Developed by FinTech platform Ayden, the SFO1 terminal features an eight-inch touch screen and merges payment functions with customer-facing marketing displays, combining payments with integrated brand loyalty and engagement programmes directly at the point of sale.

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