Coffee Introduction

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JOE & THE JUICE’S COFFEE JOURNEY

In 2022, we kickstarted our project to change and improve our coffee from “commercial” to “Specialty grade.”

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SO WHY DID WE MAKE THE CHANGE?‍

We haven’t been living under a rock: Old-fashioned, bitter, dark roast coffee is going out of style, and we get why. Put simply, specialty coffee is just better – and at Joe & The Juice, we want to offer our guests the best.

After all, our fresh juice and sandwiches are the best you can find on the high street, our coffee should be, too.

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WHAT IS SPECIALTY COFFEE?

• Coffee is professionally graded from 0 to 100 by certified professionals called Q-Graders.
• Beans scoring below 80 are considered “commercial” or “commodity”
• Beans scoring 80 or above earn the “specialty” designation.
• Only 5% of the world’s coffee meets this standard. Every cup we serve is from this TOP category.

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COFFEE AS PART OF JOE & THEJUICE

At Joe & The Juice, every location, 400+ across the globe serves 100% specialty grade coffee. That’s not a marketing phrase. It’s a commitment to quality.‍

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HOW IT WORKS?

• We partner with the world’s top coffee roasteries.
• These roasteries source, import, and roast Arabica beans that are graded 80+ on the global coffee scale.
• They work directly with trusted, sustainable farms to ensure ethical sourcing and exceptional taste.

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WHY IT MATTERS FOR YOU?

Knowing this helps you:

• Explain the difference to curious guests.
• Reinforce trust in our sourcing and quality.
• Take pride in offering something truly premium.
• Let’s keep sharing the story with every sip.