After my last articles about DNVB and retail transformation, I would like to speak to you about customer experience in retail and especially in the food and beverage industry. I got the opportunity to work for a Danish company, Joe and The Juice, and I believe its approach of being employee focused is the best way to provide a good experience and enticing customers in store.
Joe and The Juice stands out from Starbucks and others retailers thanks to a mix of entertainment, health and education. You are probably wondering why am I speaking about education, right? See, of course this company is serving juices, coffees, sandwiches and salads but it’s much more than just these products. It is the ultimate platform for educating young people to become a better version of themselves, ready to take on their life. Joe and the Juice’s culture is based on people, its people.
How does Joe and the Juice disrupt the market by being employee focused?
Joe and The Juice is a successful company with more than 300 stores in 16 different countries as they don’t function as other companies focused on customer satisfaction or customer behavior. Joe and the Juice does the opposite, by putting the emphasis on the meaningfulness of their employees. And it works! The juice bar appeals to and satisfies consumers – stepping into one of the stores means having fun with the Juicer in a meaningful way as well as enjoying the different and distinctive Joe’s atmosphere. The customer experience is unique thanks to the great enthusiasm of the team behind the bar.
Joe and the Juice does everything with a focus on inspiring, educating and creating a sense of accomplishment for their people. The company wants to help them in developing their potential and by satisfying their needs of personal growth through an academic approach according to their “Brand Manifest”.
“Everyone has a chance to develop into something more meaningful for themselves and to feel that aspiration, that’s excitement in life. “
In order to achieve that goal, Joe and the Juice believes in leadership and in challenging people, in terms of training and responsibilities, by giving them the opportunity to move up and to have a career within the company everywhere across the world. Social relationships inside and outside the company are also fundamental to inspire people to surpass themselves on a daily basis. Actually, the perk of the job is to meet lots of people from all over the world and to network with them. Also, there is a social calendar with lots of free time activities employees can participate in.
The more the company focuses on being a people-company, the more enthusiast and efficient the team will be in stores. Joe and the Juice wants to be the company that fades the line between work and free time: people like working there and “creating a life where they don’t count on what is work and what is life” (Kaspar Basse, founder and chairman of Joe and The Juice).
Also, there is a campus that trains people with all different backgrounds regarding work experience. Hence, everyone can have the opportunity to work at Joe. Moreover, in order to show your true colors, they don’t just opt for the traditional interviews, but for casting. Those enable you to show your personality.
Employee Advocacy: a key to entice people all over the world.
The brand does employee advocacy through social media platforms such as Youtube or Instagram to spread the Joe culture all over the world. People want to join the community and are proud to get their fresh pressed juice at Joe and the Juice. The company also uses User Generated Content to engage their consumers and to attract new people to their community. Customers need to tag @joeandthejuice to be featured in the Joe and The Juice’s stories.
Also, people can easily be immersed into the Joe and the Juice’s universe through its Spotify channel (usually featured in their Instagram’s highlight) as the music plays an important role in the Joe culture.
Joe and the Juice’s holistic management helps to favor the level of ambiance, coherence and team spirit in stores. This employee-focused management evolves in making great products and in an amazing in-store experience Customers do not step into a regular juice bar, they are going to meet nice people who call you by your name while giving you your order. If you are in France, go check out their new store at The Galleries Lafayette or order a ginger shot on Deliveroo and others platforms to #boostyourimmunesystem.