Bond Street NYC :: Smile4dairy

Bond Street NYC

Joe Coffee

Opening No. 11

In a career spanning 20 years, Jonathan Rubinstein has worn a number of hats. He started out as a middle school teacher and a summer camp director in Cleveland before reinventing himself as a talent agent in New York. When he decided another career change was in order, Jonathan looked to answer a question that had puzzled him ever since he’d moved to the Big Apple. “I’d come to a city where everything was done well — except coffee. There was this great coffee scene in Portland and Chicago and Seattle, but no one was taking it seriously as a culinary art here.”

So, in 2003, Jonathan launched a small coffee shop appropriately called “Joe” in Manhattan’s West Village with two simple goals. “I figured if I could serve great coffee and create a great atmosphere, it would be a no-brainer sort of idea.” It didn’t take long for him to be proven right. Within weeks, his small shop was attracting a devoted following of locals who were drawn to shop’s unique brews and friendly ambiance. But Jonathan had his sights set higher. “If we could hire people who shared our passion, we saw an opportunity to repeat the West Village shop again and again.” Over the next decade, Jonathan and his team did just that, opening 8 more coffee shops throughout Manhattan and 2 in Philadelphia. In the process, Joe Coffee has become a local institution, and Jonathan is constantly scoping out new neighborhoods that could benefit from a new way of doing coffee. Jonathan used a combination of friends and family investment and sales revenue to open his first 10 locations. When it came time to open location number 11 on NYC’s Upper West Side, he figured he would probably use the same approach.

“This whole process with your team has been so painless, so quick and such a departure from what the typical loan process looks like.”

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