Our friend Jonathan Rubinstein who owns the New York City landmark coffee company Joe, has just broken through the city limits and opened the first Joe outside of New York: please welcome Joe Coffee Philly, located in the City of Brotherly Love’s Rittenhouse Square, which opened today!
The company which is known not only for great coffee and superb service from talented, friendly baristas had seven shops until this point, plus its Pro Shop and HQ. As Jonathan excitedly opened the doors to the Philly cafe, we tore him away from the work to answer some questions for us about the new shop, the move outside of his beloved NYC, and other news Joe has in the works.
This is Joe’s first store outside of New York! What made you decide to branch into Philly?
The truth is we waited many years before deciding to try another city. In July we’ll celebrate 10 years in the biz, which makes us crazy-old in the coffee world. About 2 years ago we felt ready to perhaps try something outside of New York. We put together a list of cities we might try if the right opportunity came up. We had 2 schools of thought: sexy and glamorous like L.A. or Miami? Or closer to home like D.C., Boston or Philly. Ultimately the Philly landlord for the building we are attached to decided he wanted a coffee bar to bring energy to his building. He went on a national search and brought in a few great brands to check out the space, ourselves included. The space and neighborhood were amazing and beautiful and packed with people…Totally inspiring. We walked around the area of Rittenhouse Square, and were introduced to a few locals. We were delighted that many of them knew our brand and thought we’d be a smash here, and knowing our brand might mean something here sealed the deal. We got on a train and discussed it for all of 3 minutes before putting in a proposal. We were then doubly excited when our train pulled into NYC 70 minutes later, and we realized how easy it was for our staff to get back and forth and how much wiser it was then trying to open something across the country.
Will this store be similar to the other Joes? How is it different?