On September 9, JOE & THE JUICE is rolling out a new menu and a global campaign to own the morning.

The chain is refreshing and expanding its morning line-up - coffee, functional smoothies and shots, bowls, plus a new hot breakfast menu featuring eggs - bringing it together for the first time as one coordinated push.

JOE has sold its iconic juices, coffee and morning products for years, and the name itself is slang for coffee. Yet despite guests already starting their day with JOE, survey data shows that one in four people still don't think of JOE as a morning destination - a gap the new menu and campaign are now set out to close.  

The new hot egg products will see their widest rollout in the UK and US, but will also be available in select stores across the Nordics, Europe and in several of JOE's franchise markets, including the Middle East, while all markets are simultaneously sharpening their focus on the morning experience.

"We've built our name on juice and coffee, made fresh, at lunch and in the afternoon. Mornings are the one part of the day we haven't won yet - and that's the one we're going after now," says Thomas Noroxe, CEO of JOE & THE JUICE.

Mornings currently make up a smaller share of JOE's business than lunch and afternoon, and the company sees it as one of the most overlooked growth opportunities. Emphasis will vary by market, but the ambition is the same everywhere: making JOE the natural first stop of the day.

“We’ve offered a breakfast range for quite a while, but demand for eggs specifically has grown, and it gives our morning guests more to choose from. This campaign is about making sure people think of JOE the moment they start their day, whether they want juice, coffee, eggs or something else," Noroxe continues.

The launch marks the start of a longer-term push to build morning habits among customers.

AT A GLANCE
•187 owned stores worldwide will carry the full new morning range (hot egg items and cold bowls)
• Full range breakdown: UK (80), US (62), Nordics (24), Mid-EU (21)
• 72 franchise stores will carry the full morning range
(UAE (13), Bahrain (2), Qatar (3), Saudi Arabia (25), Kuwait (6), Greece (2), Morocco (2), Türkiye (3), Lebanon (2), and more)
• New hot items include egg wraps and egg bowls
• New cold items, including yoghurt and grain-based bowls, will be available in all 529 JOE stores worldwide