Joe Coffee: 20 Years of Neighborhood Charm and Delicious Cups of Joe

Joe Coffee has managed to maintain its friendly, neighborhood vibe and consistently serve delicious cups of coffee, preserving the feeling of a small city despite its growth. Celebrating its 20th anniversary this year, Joe recently marked the milestone with Waverly Fest, a lively event held at the intersection where the company first began, and a place that many consider the cultural heart of Manhattan.

In 2003, Jonathan Rubinstein and his sister Gabrielle took a chance on a corner spot available in the vibrant neighborhood near NYU at Waverly Place and Gay Street. Hailing from Cleveland, where Jonathan had honed his entrepreneurial skills, he found himself at a crossroads in the early 2000s. As the founder of Stagecrafters Youth Theatre and a former talent scout, he was intimately familiar with the romanticized view of café life. However, he lacked a solid business plan and personal experience in the coffee industry. Despite this, he believed that the magical corner in the Village had the potential to become something special.

Joe Coffee quickly embraced the artistic melting pot that the neighborhood had been for decades, attracting artists, writers, and actors who became regulars. Drawing upon the locals as a built-in customer base and infusing Midwestern geniality, Rubinstein knew that Joe Coffee had two key ingredients that could set it apart in the midst of New York City’s growing coffee culture and the Third Wave movement that emerged in the early 2000s.

Before Joe Coffee opened its doors, New Yorkers primarily relied on corner bodegas, street carts, and 24-hour diners for their coffee fix. Unless they ventured to the Italian cafés in Little Italy or Arthur Avenue in the Bronx, finding an espresso accompanied by latte art was a rare treat. Joe Coffee changed that narrative. With Gabby Rubinstein’s expertise and passion for coffee, the business expanded its hours of operation and the team began perfecting their latte art skills, serving beautifully crafted cups of coffee to their growing customer base.

Joe Coffee soon became a family affair. Gabby Rubinstein, a trained opera singer and co-owner, became a coffee master, enabling the business to extend its operating hours to a full day. The team enlisted the help of a high school friend to design the iconic Joe logo, while their mother, Alice, worked behind the counter, and their father, Richard, an attorney, handled the accounting.

Reflecting on the early days, Rubinstein fondly recalls their first customer and how they eagerly anticipated wowing her with their espresso machine, only for her to request a bottle of water instead. From those humble beginnings, Joe Coffee has come a long way. The fortunate presence of a patio outside the location became an integral part of the brand, with benches serving as an icon and a regular fixture for Joe Coffee’s customers.

In 2011, Joe Coffee not only expanded to several locations but also started roasting their own coffee. They briefly entered the Philadelphia market, began offering classes, and participated in the annual New York Coffee Festival. In 2017, the company formed a partnership with Danny Meyer, a renowned restaurateur, who recognized the brand’s potential to become New York’s neighborhood coffee shop. As part of the rebranding efforts, Joe Coffee made their signature blue color an official representation of the brand.

Today, Joe Coffee boasts 24 locations, including a recent addition in New Rochelle, Westchester County, just 24 miles from the heart of Manhattan. They offer an extensive in-person and virtual education program, covering everything from tasting and cupping to home brewing and latte art. The company is committed to discussing best practices, highlighting stories about their growers and partnerships, and taking steps to reduce their carbon footprint.

Over the past two decades, Joe Coffee has witnessed significant changes and growth. However, the Rubinstein family takes pride in the fact that they have managed to preserve the quaint and welcoming experience that Joe has always provided, even with the expansion. During the recent Waverly Fest celebration, where music filled the air, coffee flowed endlessly, and people from all corners of the city gathered on the benches, one of Joe’s earliest regulars, actress and comedian Amy Sedaris, baked cupcakes for the event, just as she did twenty years ago when the business was still finding its footing.

Amy Sedaris fondly reminisces about the early days, when she would deliver homemade cupcakes to Joe Coffee, charging a dollar each. It was a way for her to earn extra money and a job that allowed her to complain about it while pursuing her career in show business. She would bake late into the night, starting around midnight, until her path led her elsewhere. However, her connection with Joe Coffee remained, and she continues to be a loyal supporter.

One of the secrets to Joe Coffee’s enduring success lies in their approach to customer service. Every person who walks through their doors, whether it’s their first visit or they’re a regular customer, is treated as an essential part of the Joe family. This personalized touch, combined with their commitment to serving exceptional coffee, fuels their motivation every single day. And perhaps a couple of shots of their famous “Waverly Place” espresso blend also contribute to their energy and passion.

As Joe Coffee moves forward, they continue to prioritize sustainability and education. They actively discuss best practices, share stories about their coffee growers and partnerships, and take conscious steps to reduce their environmental impact. From farm to cup, they strive to create a positive and responsible coffee experience.

Twenty years of dedication, hard work, and a commitment to excellence have propelled Joe Coffee to become a beloved fixture in the bustling New York City coffee scene. Their friendly, neighborhood vibe and consistently delicious cups of coffee have won the hearts of locals and visitors alike. Joe Coffee remains a testament to the power of passion, community, and a belief in creating something extraordinary, one cup of joe at a time.