Following a caffeine-fueled investment boost from Danny Meyer’s Union Square Hospitality Group early this year, Joe Coffee is opening four new locations in New York. The first opens Monday in Bryant Park, followed by one at Westfield World Trade Center later this month, and July openings on the Upper West Side and in Brooklyn Heights.
“This is our first shop in Brooklyn, so that’s especially exciting,” said co-founder and president Jonathan Rubinstein, who launched the brand as a single West Village coffee shop in 2013.
Joe Coffee, which responsibly sources the beans that it roasts in Red Hook, currently has 14 cafes and sells its coffee to restaurants and cafes from Lilia to Bien Cuit and the Arlo hotels.
May 1 also launches the East River ferry program.
“By the end of the summer, Joe will be served in all 20 ferries through our friends at the New Stand,” Rubinstein said, adding that they are scouring additional New York City neighborhoods to open more stand-alone coffee shops.
“In 2018, we also hope to select one more city outside of New York and Philadelphia to plant roots,” Rubinstein said.
The USHG is fueling the expansion in some unexpected ways.
“They are making introductions to great potential partners and landlords, and we are working with them in real estate, hospitality training and branding,” Rubinstein said.
“We are also meeting with their chefs for inspiration and collaboration,” he added.
For example, at Joe Bryant Park, an open-air kiosk at West 40th Street and Avenue of the Americas, the menu will feature sweet and savory pastries and ice cream from Danny Meyer’s Public Fare, a seasonal eatery in Bryant Park. Offerings will include Italian-style affogato, a symbiotic mix of vanilla ice cream and espresso.
Joe Coffee at Westfield World Trade Center, at 185 Greenwich St., will open near Eataly in July while the third location will be at 271 Amsterdam Ave., near West 72nd St. (That’s in addition to Upper West Side locations on Columbus Avenue at West 68th Street and at West 85th Street.)
The fourth new location will be at 102 Hicks St. in Brooklyn Heights.
Joe Coffee also runs the Joe Pro Shop & HQ at 131 W. 21st St. in Chelsea, a 300-square-foot space with an additional 500 square feet for training and public education on things like how to make the perfect coffee drink. Coffee equipment, from grinders to espresso and coffee machines, are also for sale here.
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Health conscious trendsetters in SoHo may soon be clutching bottles of watermelon juice to quench their summer thirst — thanks to a tiny, chic pop up at 187 Spring Street, by the Vesuvio Playground at Spring and Thompson streets that is slated to open May 9.
The 40 square foot branding shop will offer WTRMLN WTR bottles for purchase and, sometimes, for free, along with private events — “flash fitness” experiences for spinning, yoga and dance throughout the summer season, along with watermelon flavored treats, from watermelon ginger sorbet to watermelon sashimi, and roasted watermelon seeds.
The brand also has Beyonce’s LMN (lemon) flavor, named after her Lemonade album.
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We Hear…
That the Central Park Conservancy’s annual Taste of Summer benefit will be held under the stars at the Bethesda Terrace in Central Park on June 7.
Participating restaurants include the Plaza Food Hall, the Leopard at des Artistes, the Loeb Boathouse Central Park, the Milling Room, Rotisserie Georgette, Toloache 82 and Sant Ambroeus.
Former Obama White House event designer Bryan Rafanelli, who has done weddings for Matt Damon, Allison Williams and Chelsea Clinton, is doing the décor.