Dear Juicers,

As we reach the midpoint of 2024 and summer is approaching for many of you, I want to take a moment to reflect on our journey so far and look forward to the exciting path ahead. Your dedication and hard work in our bars and behind the scenes have been the driving force behind our success, and I couldn't be prouder of what we have achieved together.

Last year marked a significant chapter in our story as we welcomed General Atlantic as our majority owner. This transition has unified us with a single, strong voice and a clear vision for our future. Having one dedicated partner enhances our ability to innovate and grow, ensuring that we are well-positioned to reach new heights.

The amazing work done in our bars has truly shone through this year. First with our new line of breakfast products and most recently, the launch of our new protein shakes. You have delivered these products with overwhelming enthusiasm and excellence to our guests. These products have not only diversified our menu but also strengthened our brand's appeal. While new category product launches are still a relatively new discipline for us, we see areas for improvement as opportunities, not challenges. Your dedication has been the cornerstone of these successful launches.

We’ve also seen incredible engagement through our collaboration campaigns with Paris Hilton and tennis star Nick Kyrgios. These partnerships have elevated our brand visibility and reinforced our reputation as a dynamic and contemporary lifestyle brand. Your passion and commitment to delivering exceptional service have been instrumental in making these campaigns a success.

This summer JOE Tours will bring the JOE & THE JUICE ambience to festivals, sports -and fashion events around the summer country and spice up the vacation while giving our juicers the opportunity to work in a new environment and with new colleagues. We hope to see many new markets join the JOE Tours events in the coming years.

Our focus on guest experience and a commercial mindset is a real change to our operations. This shift has been palpable in our stores, where our culture of excellence continues to thrive. Your dedication to creating a welcoming and memorable experience for every guest is the bedrock of our success. It's your moment with the guests and excellence behind the bar that keeps our customers coming back, and I thank you for your unwavering commitment.

We are thrilled to welcome Robert Lynch as our Chief Operating Officer. Robert’s extensive experience with Starbucks will be invaluable as we enhance our guest experience obsession, and continue our commitment to create a great environment for you, our Juicers. Additionally, our Regional Directors have been promoted to Managing Directors, empowering them to lead with even greater impact. These changes are designed to ensure that every role, especially for our juicers, becomes more meaningful and rewarding.

As we move forward, our goal remains steadfast: to deliver a best-in-class food and beverage experience that sets us apart. The opportunities before us are immense, from refining our operational model to expanding our global footprint. With new stores opening across diverse markets, from Chicago to Paris to the Middle East, the growth avenues are endless. I encourage each of you to embrace these opportunities with enthusiasm and dedication. Let’s continue to innovate, support each other, and drive our shared success.

Finally, I want to take the opportunity to remind you all of my core philosophy:

"We only have two jobs in JOE & THE JUICE, either you are making juice, sandwich & coffee, or you assist the people making juice, sandwich & coffee."

Let’s keep this spirit alive as we strive for excellence in everything we do as we embark on this new chapter of growth.

Warm regards,