NL The location on Gustav Mahlerlaan combines coffee, juices, and food. The article covers its history, preparation methods, use as a workspace, sustainability, and publicity.
About JOE & THE JUICE Gustav Mahlerlaan
History and Concept
JOE & THE JUICE at Gustav Mahlerlaan 294 is located in Amsterdam’s Zuidas. This branch is part of an international chain that began in Copenhagen in 2002. Founder Kaspar Basse previously worked at an advertising agency. He opened the first bar in the clothing store Rue Verté on Ny Østergade. Three months later, his cousin Morten Basse joined as the second employee.
No specific founders or exact opening date are recorded for the Gustav Mahlerlaan location. However, on February 13, 2023, it was reported that Mech Make & Take transferred the hospitality space to JOE & THE JUICE. The unit, located on the ground floor, covers 216 square meters. This transfer provides a time indication but does not confirm when the venue actually opened.
The concept combines a coffee bar with a juice and food formula for all day. The menu includes coffee, juices, sandwiches, salads, breakfast bowls, porridge, and shakes. Guests can dine in, take away, order in advance via an app, or use delivery services. The location also lists Wi-Fi and power outlets. At the chain level, the company emphasizes its staff, social interaction, and an informal meeting function.
Coffee and Brewing
JOE & THE JUICE names Stooker as the local coffee roaster for Belgium and the Netherlands. However, the location page for Gustav Mahlerlaan does not mention the roaster separately. As a result, it is not publicly confirmed which coffee is used at this branch at any given time.
According to company information, the coffee consists of 100% Arabica. The beans have a score of at least 80 points and are medium roasted. The stated flavor profile mentions pure chocolate, cherry, and caramel. These are general product details from the chain and not independent tasting notes for this specific location.
The offering consists primarily of espresso-based drinks. Listed are espresso, americano, cappuccino, latte, macchiato, and iced latte. Coffee drinks with oat milk are also available. The delivery menu additionally features a Coffee Shake with espresso, coffee beans, vanilla milk, and ice.
The chain reports the use of La Marzocco espresso machines, Mahlkönig E80 GBW grinders, and automatic tampers from PUQ Press. This equipment is described as standard for stores but has not been separately verified for Gustav Mahlerlaan. Manual brewing methods, such as pour-over, AeroPress, French press, or batch filter, are not publicly documented for this branch.
Use of the space and activities
The branch is described as a workspace for freelancers and office workers. Students and other groups can also use the space as a meeting place. Wi-Fi and power outlets support this use. However, there is no public data on workshops, coffee courses, tastings, exhibitions, or other organized activities at this address.
At the corporate level, JOE & THE JUICE supports social organizations with cash and product donations. The chain also mentions yoga, running, alcohol-free DJ sessions, breathwork, and fitness. A five-kilometer running program, Burning Soles, is documented in Copenhagen, London, and New York. No link to these programs has been recorded for Amsterdam or Gustav Mahlerlaan.
Sustainability and origin
Specific sustainability data for the branch is missing. The available information applies primarily to the chain or its suppliers. JOE & THE JUICE states that it works with local roasters who source Arabica with a minimum score of 80 points and maintain contact with coffee farms.
Stooker roasts in Amsterdam and has been B Corp certified since March 2022. The roaster works with fixed importers, visits production countries, and traces batches back to farms and producers. Stooker also mentions negotiated prices intended to support long-term relationships with suppliers. This approach is described at the supplier level and cannot be verified per cup in the Zuidas.
The chain further reports paper bags and sandwich boxes made from recycled materials, wooden cutlery, and cardboard straws. According to the company, juice cups contain 40% recycled plastic. Other biodegradable and compostable packaging is also being tested. Where possible, the company chooses renewable energy and energy-efficient lighting. Application at this branch is not separately recorded. Available plant-based milk options are oat, almond, and pea.
Publicity and Recognition
The transfer of the property received attention in the real estate press in February 2023. In January 2025, the branch was also included in an overview of dining locations in the Zuidas, with an emphasis on juices and sandwiches. There are no publicly documented prices or formal awards specifically assigned to the branch at Gustav Mahlerlaan.