21.06.2023 Joyce – Homemade and Fresh Cuisine for the Soul

What inspired you to start your own business after your training as a business administrator and many years of experience in the hospitality industry? There must be an interesting story behind it – and why did you choose Reutte as your location?

"“My journey began as a native of Ofterschwang, when I first moved from the Allgäu Region to Ischgl. There, through stories and new acquaintances, I quite literally developed a taste for the Außerfern region and Reutte. Before long, I found myself here, gaining further experience in the hospitality industry. At some point, however, it was time to fulfill a long-held dream – a trip around the world. While traveling across America, the brilliant idea came to me in New York, and I asked myself whether I should turn my passion for cooking into my own business. Inspired by the incredible variety of salad bars, I returned to Reutte in July 2014 – naturally bringing my vision home with me. Once a suitable location had been found, there was no turning back. With the right supporters, the project was ultimately brought to life. From then on, things moved quickly, and the former ‘Waffenstube’ was transformed into what is now Joyce.”

Once the location had been found, the road to opening “Joyce” – and converting a former weapons room into a salad bar – was certainly a long one. How did you experience this process from your point of view?

" "Exciting” describes it quite well – as you can probably imagine, the former weapons room had very little in common with a restaurant. First, all the necessary facilities had to be created, such as sanitary installations, water connections, kitchen equipment, seating, and much more. A full-scale renovation like this doesn’t always go according to plan – especially when the available space is quite limited. Every square meter had to be carefully thought out. Today, under normal conditions, we can welcome up to 60 seated guests – 20 indoors and an additional 40 in the outdoor area. The first year and a half wasn’t easy. Locals and visitors to the region first had to gradually get used to the modern concept at Joyce and discover what there was to enjoy here. Eight and a half years later, there’s no sign of that hesitation anymore, and demand continues to grow steadily. Looking back, all the effort and hard work were absolutely worth it – and I don’t regret the decision to pursue my dream for a single second.”

Boredom is definitely not a word you’ll find on your food and drink menu – what can a “Joyce newcomer” expect, and what’s the deal with pasta, bowls, toppings, and everything else? Is there a step-by-step guide?

"Our goal is to create something for every taste. For those visiting us for the first time, we’re always happy to offer guidance and support. The system may seem a bit complex at first, but our team is always there to help. Otherwise, you can simply follow our four-step guide:

1. Salad or Pasta
2. Topping
3. Dressing oder Sauce
4. Extras

First, you choose your base: homemade pasta or a fresh salad. In the second step, you select your favorite toppings – or simply whatever you feel like – ranging from arugula and salmon to Mediterranean vegetables, chicken breast strips, BBQ pulled pork, and much more. There are no limits to your creativity. Last but not least, you then choose a flavorful sauce or a delicious dressing. If you’d like even more, you can enhance your dish with a variety of extras such as spring onions, caramelized sunflower seeds, Tyrolean bacon, and much more. In addition, we also offer recommendations on our weekly menu. Here, we come up with something new every week – from soup all the way to dessert."

That certainly whets the appetite and makes you want to create your own individual dish. Aside from this concept, what else makes Joyce special, and what matters most to you?

"What truly sets us apart is that everyone can find something here. Especially in times when food intolerances and allergies are increasingly common, we want to be the first point of contact – because we literally know our products inside and out. What matters most to us is using ingredients that we prepare and cook ourselves, such as our homemade Joycinis (pasta) made from durum wheat or spelt semolina. Flavor enhancers, additives, and convenience products are simply not part of our philosophy. Instead, regional and seasonal products come first – for example, cheese from the Musteralm, fresh apples from Lake Constance, and much more. Our freshly pressed juices are also a real highlight – refreshing, healthy, and rich in vitamins.Our show kitchen is quite literally worth seeing, giving guests the opportunity to watch for themselves exactly what ends up on their plate. It’s also impressive what happens behind the scenes beyond the kitchen and mise en place: within a compact space of just 12 square meters, our team manages the checkout area and dishwashing station – a perfectly coordinated crew at work.”

Speaking of the team – despite the self-service concept with an excellent calling and pickup system behind the scenes, it usually takes a strong team to handle the daily operations. What’s your secret recipe for good teamwork, and what do you value most?

"That’s absolutely true. Our team currently consists of three employees, and as mentioned before, due to limited space, we really have no choice but to work hand in hand. That’s why I’m very grateful that I can rely on my strong Joyce team. I also try to pitch in wherever I can and keep an eye on the bigger picture. Having worked in the hospitality industry for many years and being very familiar with seasonal work, maintaining a healthy work-life balance is especially important to me as a father – not only for myself, but for the entire team. We work from Monday to Friday, which allows for a somewhat more structured lifestyle, even in our industry. The Joyce team is a key factor in our success, which made it all the more important for me to retain our staff even during challenging times. We took the opportunity to expand our services by adding takeaway and delivery – and fortunately, both have been very well received.”

As you’ve shown, you were able to turn the crisis into an opportunity. What insights or experiences are you taking with you from this challenging period?

"That’s absolutely right – the past few years have not been easy for any of us in the hospitality industry. One of the key things we’re taking into the future and continuing to build on is our takeaway service. Since we want to stay in tune with the times, we’ve also set up an online shop. There, guests can conveniently put together their favorite dish in advance and place their order online in just a few simple steps. They can then pick it up at their preferred time – all without long waiting times. In line with our commitment to sustainability, we also offer reusable bowls that can be refilled. We’re very pleased that this service is not only used by visitors from outside the area, but especially appreciated by many locals. It’s truly wonderful to see that people of all ages – from students to retirees – come together here at Joyce. That makes it a lot of fun and brings great variety to our everyday work.”

A real success story! Do you already have plans for the future, and what can Joyce guests look forward to going forward?

"One of our most recent projects was successfully completed and opened at the end of May 2021 – Joyce has also been located across the border in Kempten for some time now. After a great deal of hard work and dedication, the effort has definitely paid off, and we’re very proud to have created another place not only for our guests, but also for new team members. As part of the renovation work in Reutte Untermarkt, our forecourt has also been redesigned. This allowed us to significantly expand the seating area, which has also been equipped with a new awning since this year. And of course, we shouldn’t forget our existing highlight in the backyard – because what you might not expect from the outside is a particularly cozy garden area hidden there. The most recent updates took place during the interior renovations in 2022: the kitchen was given a new look including improved ventilation, moss decorations were added to the walls, and much more.”

Written by:

Sandra