JOE & THE JUICE Runstraat

JOE & THE JUICE operates a location at Runstraat 13 in Amsterdam. The site is situated in De 9 Straatjes, in the city center. The chain combines coffee with juices, shakes, and sandwiches. This sets the offering apart from a coffee bar that focuses exclusively on coffee. Public information provides an overview of the concept but leaves some details unanswered.

The Danish company was founded in 2002 by Kaspar Basse in Copenhagen. He previously worked at an advertising agency. The first store opened inside the clothing shop Rue Verté. About three months later, his cousin Morten “Morty” Basse joined the company as the second employee. Kaspar Basse is also publicly described as a former karate champion.

The original model combined a cafe, juice bar, and fashion environment. The current formula revolves around products prepared after ordering. The menu features juices, shakes, coffee, and sandwiches. The company also emphasizes interaction between staff and guests. This corporate culture is a fixed part of the communication surrounding the chain.

In February 2019, it was reported that JOE & THE JUICE had leased the building on Runstraat. The space was approximately 110 square meters. At the time, the location was intended to be the chain’s third Amsterdam branch. An exact public opening date is not recorded in the available material.

For the Netherlands and Belgium, JOE & THE JUICE works with Stooker Specialty Coffee as its brand partner. Stooker reports that its coffee is served in all locations of the chain in both countries. According to company information, the coffee is 100% Arabica. The beans score a minimum of 80 points and are medium roasted.

The published flavor profile mentions dark chocolate, cherry, and caramel. For the location on Runstraat, espresso, latte, cappuccino, americano, macchiato, and iced latte are listed. Additionally, there are coffee drinks based on oat milk. The Coffee Shake contains espresso, coffee beans, vanilla milk, and ice.

The available data suggests espresso as the basis for the coffee offering. The brand and model of the espresso machine are not publicly described. Manual brewing methods, such as V60, Chemex, or Aeropress, are also not documented. As a result, it remains unclear whether such preparations are offered on-site.

The location page mentions Wi-Fi and power outlets. The venue is described there as a place for freelancers, students, and informal groups. This indicates use for work and meeting, in addition to short stays. No public data was found for this specific location regarding workshops, coffee tastings, exhibitions, or cultural programs.

At the corporate level, the chain supports social organizations with money or products. It also organizes activities around running, yoga, breathing exercises, fitness, and alcohol-free DJ sessions. The running program Burning Soles is documented in Copenhagen, London, and New York. Participation by the Runstraat location is not publicly confirmed.

The company states that its local roasting partners maintain relationships with coffee farms. The roaster has been B Corp certified since 2022. According to the Amsterdam-based roaster, it works with importers, visits producing countries, and traces coffee lots back to farms and farmers. A separate roast profile is used for each coffee.

The chain also highlights the use of paper cups and sandwich boxes made from recycled paper, wooden cutlery, and cardboard straws. Juice cups are reportedly made from 40% recycled plastic. An internal app tracks food waste, while products are generally prepared only after being ordered. The company also purchases renewable energy where possible and monitors energy consumption during renovations.

According to the company’s communications, these measures apply to the business as a whole. Independent confirmation of full implementation at the Runstraat location is lacking. Additionally, no prices or results from coffee competitions have been publicly documented for this branch. The available information therefore primarily depicts a chain location with a documented specialty coffee partner, espresso as the foundation, and limited transparency regarding equipment and local activities.