Joe and the Juice opens in Brickell avenue
Location:📍Echo Brickell Residences
Address: 1451 Brickell Ave, Miami, FL 33131
Echo Brickell Residences by architect Carlos Ott has a new tenant. It is a coffee and juice shop called Joe & the Juice, established 15 years ago in Copenhagen. Today with over 212 locations around the world founder: ex-karate champ Kaspar Basse believes focus on people and culture is crucial.
Joe and the Juice Brickell
Photo by Nadia Bouzid
In an interview with Money.com Kaspar talked about how he started his business.....
It was in Rue Verte, the most iconic interior design store in Copenhagen, near Kongens Nytorv square where he had his first location. He explains it didn’t do very well and kept losing money every year (and still does) but Basse decided to expand to stores with bigger footprints, more traffic and higher rents, — “there’s something about the law of bigger numbers” — and he maintained an obsessive focus on culture.
Instead of a human resources department, Joe & The Juice manages personnel in its “Human Potential Development” department. Instead of having his employees memorize a script, he sized them up based on their charm and energy.
He says, “The main difference between bricks-and-mortar and online retail is your people". If you program employees to read from a script they’ve memorized instead of hiring people you trust to interact well with customers, he says “you’re already running it as an online business. Why pay the rent?”
Joe & the Juice is planning to open 150 stores in the U.S. in 2018, competing directly with Starbucks for a slice of not just the $40 billion coffee market but the $2.3 billion consumers now spend on juice and smoothies.
