A high-energy, Copenhagen-born café concept will soon make its Massachusetts debut.
Joe & the Juice is taking over the former site of Jonquils Cafe and Bakery at 125 Newbury Street in Boston’s Back Bay, the company confirmed. Jonquils announced its closure via Instagram last July, encouraging fans to follow its social media for updates, though the account appears to be inactive.
Founded in 2002 by former elite karate champion Kaspar Basse, Joe & the Juice has grown into a global powerhouse known for its fresh, made-to-order juices, smoothies, coffee, and sandwiches. Its most famous creation, the Tunacado, features whipped tuna mousse, avocado, pesto, and tomato on thin and crispy wheat bread.
“Boston has long been a market we admire for its energy, strong culture, and vibrant community,” a company representative told What Now Boston. “Newbury Street in particular represents the kind of dynamic neighborhood where we believe the Joe & the Juice concept fits naturally.”
The 2,100-square-foot Back Bay café will bring the brand’s signature Scandinavian-inspired design, upbeat music, and fast-paced service to the neighborhood. Designed as lively social hubs, Joe & the Juice cafés typically feature comfortable seating, communal tables, and plenty of power outlets, making them popular spots for both remote work and casual meetups. The brand currently operates 80 locations in the United States and 480 globally.
The Newbury Street opening is part of a broader expansion strategy. The company says it’s aiming to establish a larger footprint in the city, with plans to open up to three Boston-area locations within the first 12 months of entering the market.
While an exact opening date has not yet been announced, the team is currently targeting a late 2026 launch. “We are very much looking forward to connecting with the local community and introducing Boston to our healthy smoothies and juices, our famous sandwiches, and our specialty coffee and matcha,” the representative added.
