Healthwise, the newcomer will be a 180 degree change from the chocoholic Max Brenner. Launched in Copenhagen in 2002, Joe & the Juice has made the jump to America, with a growing number of locations in New York City, Miami and San Francisco.
In addition to fresh-pressed juices like Hell of a Nerve (strawberry, elderflower, banana), Young Blood (celery, cinnamon, apple), and Sex Me Up (passionfruit, apple, ginger), they also serve shakes, juice shots, sandwiches and coffee.
According to Forbes, the juice bar emphasizes an energetic atmosphere as much as health, referring to hiring of staff as "casting." Business Insider promises all of the employees will be "cool hunky guys" heavily steeped in "bro culture." Each store's staff creates their own music mixes; here is a sample from last year.