Veda and its subsidiary Lavoya have signed a franchise agreement with the up-and-coming international brand Joe & The Juice, a Danish health-conscious F&B chain.

The agreement will drive the opening of 10 stores in the next two years. Lavoya is a contemporary brand established with the purpose of significantly transforming dining experiences, including introducing new and experiential casual dining concepts to reshape the F&B industry in the GCC.

The franchise agreement announces the arrival of Lavoya and Joe & The Juice into the Dubai market, boosting their reputation. It is the perfect fit for Dubai with its cosmopolitan population, healthy lifestyle and increasing focus on sustainability among the dynamic, younger generation.

Fahad AlHokair CEO, Veda Group, said: “We are delighted and honoured to be partnering with such an exciting, hip and solid brand like Joe & the Juice.  I believe this is a perfect match that will allow our group Veda Holding and our Operating Company, Lavoya to continue on its growth path by adding quality brands to its current portfolio. I look forward to being part of the amazing growth story of Joe & the Juice in our region.”

Walid Hajj, CEO, Lavoya Group, said: “Our union with Joe & The Juice is a meeting of two labels that illustrate the same values and ethos on many levels. Lavoya is a premium store-front operator focusing on introducing a diverse portfolio of exciting brands and innovative culinary offerings to the restaurant industry in the GCC. We are always on the lookout for international franchises, forging new partnerships, entering new markets, and opening chains of customer facing restaurants.”

Thomas Noroxe, CEO, Joe & The Juice, said: “Our collaboration with Lavoya is an extension of who we are as a brand – we are about people, and this is what drives us. Our core philosophy is about pushing the envelope and spreading the benefits of health, wellness, aspirations, and a meaningful existence. We want to make a difference to society. Making a mark in the GCC, which is a cultural melting pot, seems like the perfect opportunity. Our alliance with the Lavoya is a great opportunity and we wish to grow together through the strength of our offerings, experiences, and creating a human impact.”

Lavoya aims to bring diverse new flavours to the table by introducing new F&B concepts in Brick & Mortar format across its markets. This endorses their credentials as the partner of choice for global restaurant franchise brands. Despite the restrictions brought upon the global F&B industry by the pandemic Joe & The Juice are rolling out a rapid expansion strategy, having grown from one juice bar in Copenhagen to 300 outlets across 16 countries. The chain is now planning to double in size.

Lavoya will be catering to unique dining experiences by being customer-centric and selective in choosing the F&B brands they partner with. Their emphasis is on the concept of ‘Food For Thought’, providing an experiential experience with ‘different’ restaurants, rather than collecting brands. They are able to achieve their objectives thanks to a dynamic team of industry experts