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Joe & The Juice | Copenhagen & San Francisco

Melanie Wong | Jul 24, 201711:43 PM

Not often that I can report on a food business's branches in two different countries. The most recent was visits to Joe & the Juice Købmagergade in Copenhagen and the new location on Howard Street in San Francisco's SOMA.

In October 2015, I stumbled into Joe & the Juice Købmagergade thirsty after visiting The Rundetaarn nearby. With menus in English and American-sounding names and graphics, I was surprised to learn that this was a local Danish chain.

The juice bar was fragrant with the scent of fresh squeezed citrus and other fruits. I asked for something less sweet and tending toward savory.

The staffer recommended the two-ounce Ginger Shot. Pressed to order apple juice spiked with fresh ginger root was a bit sweet to bring out all the fruitiness with a strong and biting ginger kick. Just the right afternoon pick-me-up without being too filling.

In May 2017, I met a friend at the new Joe & the Juice at 301 Howard Street in San Francisco. WiFi is strong here and there are plenty of electrical outlets

The clean, modern lines of Danish design were a welcome change from the copycat reclaimed wood look at too many of the City's cafes. Seats are quite comfortable.

I tried the same Ginger Shot. The San Francisco version was less sweet and the ginger much more subdued. It was not nearly as distinctive nor energizing.

I also tried the Spicy Tuna sandwich with tuna, jalapeños, tabasco, tomato and pesto between flatbread.

The sandwich was not particularly spicy. It was also remarkably stingy with so little filling for the price.

Early press accounts for the San Francisco branches have remarked on how physically attractive the staff are. I would concur. But I'd also add that they are poorly trained and the shop has no clear system for placing, paying or picking-up orders at the counter. Customers are confused about how to start and why it takes so long to get their food and beverages.

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A Juicer is not a machine - Welcome to the world of JOE & THE JUICE
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