The article reviews Joe & The Juice, a popular Danish café chain known for its vibrant atmosphere and unique hiring practices that initially focused on young, attractive male staff rather than the traditional norms of employing women in the 2000s. This approach garnered a lot of attention, creating a place where customers not only enjoyed health-focused beverages but also felt a sense of flirtation and confidence while interacting with the staff, known as 'juicers.' The brand has since diversified its workforce, with an increase in female employees, and has faced various legal challenges regarding discrimination in its hiring practices.

As the reviewer visits Joe & The Juice in February 2026, they note how the café chain has expanded globally, with numerous outlets now operational. The visit aims to assess the quality of the menu after years of evolution both in staff and offerings. The atmosphere remains vibrant, but the experience of the patrons and their interactions have adapted along with the changing demographics of the staff.

The visit serves as not only an evaluation of the current menu offerings but also reflects broader cultural shifts within the company and society at large, highlighting the importance of inclusivity and diversity in the modern workforce. Joe & The Juice continues to be a place where health and social interaction intersect, but with a more inclusive approach to hiring and customer engagement than when it first emerged onto the café scene.