Feature — US — Joe Coffee

The rise and rise of New York specialty coffee legend, Joe Coffee

Joe Coffee Founder and CEO Jonathan Rubinstein spoke to World Coffee Portal about the specialty coffee group’s humble beginnings, steep learning curves, celebrity regulars and the importance of perseverance in the face of adversity

9 May 2025

6 min read

Joe Coffee’s original Waverley Place coffee shop in Greenwich Village | Photo credit: Joe Coffee

From humble beginnings in Manhattan’s Greenwich Village to 24 stores with a booming wholesale, direct-to-consumer and catering business, Joe Coffee is New York’s original specialty coffee success story. Michael Lyons caught up with Founder and CEO Jonathan Rubinstein to discuss steep learning curves, celebrity regulars and perseverance in the face of adversity