Feature
Cup of
‘ Jo e’
Re vamp
Photos courtesy of Joe Coffee Company and Kathryn M. Sheldon
Joe Coffee undergoes brand identity upgrade and opens
first-ever standalone roastery in Long Island City
34 DECEMBER 2019 I LIC COURIER I www.qns.com
BY ANGÉLICA ACEVEDO
Joe Coffee, a New York-based specialty coffee shop that was founded
in 2003, recently unveiled a new brand identity and opened their
first-ever standalone roastery in Long Island City.
The “pioneers of the local Third Wave coffee movement” was
founded by Jonathan Rubinstein, who still serves as the CEO, with its first
storefront in the West Village. Now, they have more than 20 cafes located
in Manhattan, Brooklyn and Philadelphia — and their new Long Island City
Roastery, Cafe and Lab, located on 40-37 23rd St.
“We’ve always loved coffee, and we’ve always loved the diverse commu-nities
that make New York City so singular,” Rubinstein said. “Since opening
16 years ago, we’ve strived to combine the two, creating spaces where people
from all walks could not only get a great cup of coffee, but also feel welcome
to linger a little longer.”
Thanks to a 2017 partnership with Danny Meyer’s Enlightened Hospitality
Investments, they’ve also grown their presence online, wholesales and catering.
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