Adyen Partners with JOE & THE JUICE to Advance International Growth Strategy

On July 15, 2025, in an exciting development for both companies, Adyen—a leading global financial technology platform—announced its partnership with JOE & THE JUICE, a trendy urban juice bar and café. The collaboration aims to enhance the in-store payment experience through the innovative SFO1 multimedia terminals developed by Adyen.

For over a decade, JOE & THE JUICE has relied on Adyen to streamline their payment operations and boost efficiency, especially as the company expands its presence in the highly competitive American market, with a particular focus on major cities like New York. As JOE & THE JUICE accelerates its growth in the U.S., they are leveraging Adyen’s technology to greatly improve the customer experience in their cafes.

The introduction of Adyen's SFO1 terminals is a significant advancement, combining seamless payment processing with brand integration and customer loyalty programs directly at the point of sale. This innovative approach allows JOE & THE JUICE to transform every transaction into an interactive engagement, utilizing real-time data and customer feedback to deepen brand connection and loyalty.

As JOE & THE JUICE embarks on its U.S. growth strategy, these intelligent terminals are not only designed to simplify the payment process but also to gather insights that will enhance in-store experiences, refine marketing strategies, and ultimately foster long-term customer loyalty in a crowded food and beverage market. Nicolai Schnack, JOE & THE JUICE's Chief Technology Officer, remarked, "Adyen has been a trusted partner, and leveraging their financial technology to expand internationally was an easy choice. The new SFO1 terminal allows us to adapt to various market environments, enhancing our in-store experience to align with retail settings. It enables us to connect with customers wherever they are and fosters a global connection with the brand."

The SFO1 terminal supports JOE & THE JUICE’s digital expansion by facilitating mobile pre-orders through their app, providing personalized loyalty incentives, and integrating marketing content directly at checkout. This shift reflects the growing consumer demand for personalized brand experiences in both the American and European markets.

Roelant Prins, Adyen's Chief Commercial Officer, commented, "Customer interactions at the checkout vary significantly between U.S. and European audiences, particularly regarding contactless payments and credit usage. We are excited to help JOE & THE JUICE meet local consumer preferences. The SFO1 terminal makes it easy to reward and learn from customers in real-time, showcasing how the point of sale can evolve into a connection point."

As JOE & THE JUICE continues to redefine customer experiences, the partnership with Adyen is expected to play a pivotal role in their international growth strategy. With more than 400 locations across 18 countries, JOE & THE JUICE stands out as a modern café concept offering fresh juices, smoothies, sandwiches, and organic coffee directly sourced from farmers.

About JOE & THE JUICE: Founded in 2002, JOE & THE JUICE creates a contemporary urban environment for health-conscious customers. Their unique offering goes beyond just food and beverages, providing an engaging lifestyle experience. For more details, visit joejuice.com.

About Adyen: Stock code AMS ADYEN, Adyen is the preferred financial technology platform for leading businesses, offering comprehensive payment functionalities, data-driven insights, and financial products within a single global solution. Collaborating with companies like Meta, Uber, H&M, eBay, and Microsoft, Adyen continues to grow with existing and new merchants, reinforcing its commitment to innovation in the payments sector.