Joe & The Juice—a juice bar, coffee shop and hangout space—opened Tuesday on Bethesda Row.
In the afternoon, its doors were open and passersby trickled into the shop, where the walls were lined with posters and soft dance music played from the speakers.
Sam Matikka, the state manager for the chain’s planned locations in the region, said the vibe and ambience of Joe & The Juice set it apart from other shops in Bethesda.
“If [Bethesda residents] want something different, they should come check it out,” he said.
The Denmark-based company has 205 stores—largely in Europe—including 20 other locations in the U.S. The Bethesda location is the first in the Washington, D.C., area, though Matikka said a D.C. shop should open late this year or early next year.
Joe & The Juice sells options like the Pick Me Up—with raspberry, banana and apple—and Hangover Heaven—with apple, elderflower and mint. All of its juices, which are separated into morning, lunch and “hand meal” (a reference to a meal in a cup) options, are made in the store and cost $6.85 to $10.75.
The menu also includes juice shots, coffee, shakes and sandwiches.
The shop—which previously was occupied by Max Brenner Chocolate Bar—seats about 70 people inside and nearly 30 more on an outdoor patio space.
At 7263 Woodmont Ave., Joe & The Juice is a block away from Purée Artisan Juice Bar, which also serves healthy drinks including juices, juice shots and shakes. The nearby Tropical Smoothie Café on Elm Street sells healthy smoothies and other drinks, but Matikka said Joe & The Juice has enough of a unique product to make its own name.
Early reports from the news website Business Insider and other publications noted the “bro vibe” of the chain and reported the company “only hires hunks.”
“I don’t know anything about that,” Matikka said and laughed. “We let everybody be themselves.”
The staff at the shop skews young, with none older than 29. Matikka himself is 21 and started working at a location in his native Sweden when he was 18 before moving here. The young atmosphere helps keep the shop feeling energetic and friendly, he said.
Joe & The Juice is open from 6 a.m. to 9 p.m. on weekdays and 8 a.m. to 8 p.m. on weekends.
Photos by Joe Zimmermann