JOE & THE JUICE Noordermarkt

JOE & THE JUICE Noordermarkt is located at Noordermarkt 5 in Amsterdam-Centrum. The location is publicly listed as a juice bar and coffee shop. This branch is part of an international chain that combines coffee, juices, sandwiches, and other daily food and beverage offerings. As a result, the establishment occupies a different position than an independent specialty coffee bar.

The origins of JOE & THE JUICE lie in Copenhagen. Kaspar Basse opened the first branch in 2002 in a clothing store on Ny Østergade. Before the launch, Basse worked at an advertising agency. His cousin Morten “Morty” Basse became the second employee after three months. In other public business information, Kaspar Basse is also described as a former professional karate champion from Denmark.

No precise public opening date for the Noordermarkt location is documented in the reviewed materials. However, in July 2018, it was reported that the construction of a new branch on Amsterdam’s Noordermarkt was underway. The final opening date was not yet known at that time. The business information for JOE & THE JUICE also states that the first Dutch opening took place in the summer of 2018. By 2019, the company had six new stores in the Netherlands.

The Noordermarkt branch is described by the company as a place for breakfast, lunch, and dinner. The offerings include, among other things, juices, coffee, tea, sandwiches, salads, protein shakes, breakfast bowls, porridge, cakes, and muffins. This broad menu makes it clear that coffee is just one component within a wider food and beverage concept.

The location offers food and drinks for on-site consumption and takeaway. The official location information also mentions pre-ordering via an app, delivery, Wi-Fi, and power outlets for laptops. Furthermore, the company describes its cafés in general terms as places for self-employed individuals, freelancers, students, parent groups, and meetings. For this specific branch, no workshops, tastings, exhibitions, or regular events are documented in the reviewed materials.

Regarding coffee, the reviewed materials cite Stooker Specialty Coffee as a relevant partner. JOE & THE JUICE lists Stooker Speciality Coffee among its specialty coffee partners. Stooker describes itself as a specialty coffee roaster from Amsterdam, founded in 2014. The roaster works with small batches of seasonal coffees and mentions origin countries such as Colombia, Peru, and Ethiopia.

The coffee menu of the Noordermarkt branch includes various espresso-based drinks. The available menu information lists, among others, espresso, double espresso, cappuccino, latte, flat white, americano, espresso macchiato, and iced latte. It also mentions iced americano, 16-ounce drip coffee, matcha oat latte, and variations with ice or vanilla.

In addition, a Coffee Shake is on the menu. It is described as containing espresso, coffee beans, vanilla milk, and ice. This means the branch also uses coffee as an ingredient in a cold drink. No public documentation was found in the reviewed materials for this branch regarding manual brewing methods such as pour-over, AeroPress, Chemex, V60, or siphon.

At the corporate level, JOE & THE JUICE communicates about waste reduction and packaging. The company’s own history mentions an internal Food Waste App, designed to track food waste within a made-to-order workflow. Impact information mentions a transition to recycled materials, such as recycled paper bags and sandwich boxes. It also mentions wooden cutlery, cardboard straws, and juice cups made with 40 percent recycled plastic.

Regarding coffee, the company states that its specialty coffee partners import and roast Arabica coffee of 80+ grade. Stooker itself mentions a B Corp certification, payment of fair prices, transparent purchasing, and traceability per lot to the farm and farmer. For JOE & THE JUICE Noordermarkt itself, no separate sustainability goals or branch-specific origin data are documented in the reviewed materials.

The branch on the Noordermarkt appears in various public listings. A neighborhood guide from The Times Hotel lists JOE & THE JUICE Noordermarkt under coffee and cake, lunch, and lunch/dinner. OpenKVK lists the branch at Noordermarkt 5H in Amsterdam as active, with the activity “Juicebar/koffiezaak”.

At the corporate level, Kaspar Basse received recognition in 2017 when Goldman Sachs selected him for a list of 100 Most Intriguing Entrepreneurs. This mention concerns the founder and the company as a whole, not specifically the Noordermarkt branch. For JOE & THE JUICE Noordermarkt, no branch-specific awards or honors are documented in the reviewed materials.

JOE & THE JUICE Noordermarkt combines coffee with juices, lunch dishes, and quick service. The use of Stooker places the coffee within the broader specialty coffee chain of the company. At the same time, the location remains part of an international franchise concept. For coffee enthusiasts, the most relevant aspects are which drinks are available, which roaster is mentioned, and what information is missing. The reviewed material provides insight into the menu, partner, and general business approach, but not into barista profiles, grind size policy, equipment, recipes, or location-specific coffee events.