Joe & The Juice opening first Tampa location in SoHo

Joe & The Juice will open its first Tampa location at 1350 S. Howard Ave. in SoHo, redeveloping the former Fresh Kitchen site with a planned 2027 debut.

The Denmark-based chain will replace Fresh Kitchen’s original location, which was destroyed in a July 2024 fire and later demolished. The 0.08-acre site sold for $425,000 in September 2025 and requires rezoning approval.

Joe & The Juice operates more than 360 locations worldwide and is expanding in the U.S. with backing from General Atlantic, which took a majority stake in 2023.

The brand sells juices, coffee and sandwiches and has gained traction in U.S. markets, including around its Tunacado sandwich, which has taken off on social media.

Its Tampa entry follows other lifestyle-focused café concepts moving into the market from South Florida.

Sources familiar with the project say the location gives the brand access to Hyde Park Village’s customer base without falling under its tenant restrictions.

The site is within minutes of the University of Tampa, South Howard’s nightlife district and downtown Tampa, placing it in a high-traffic corridor aligned with the brand’s target customer.

Parking is the main hurdle. The site is small, limiting on-site capacity and making parking the central issue in the rezoning request, as it was for Fresh Kitchen. A first hearing before Tampa City Council is scheduled for April 9.