April 2007
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Jonathan of Joe
by Celia Cheng
If you are a coffee lover and you don’t know Joe, you should get to know it. Yes, it — not him. Joe is a trio of local coffee shops — in the West Village, Greenwich Village and, most recently, in SoHo — named after the drink rather than the person. Jonathan Rubinstein, Joe’s convivial owner, has brought us the artisan, community-based coffee shops that New Yorkers absolutely love.
Four years ago, Jonathan opened the original Joe on Waverly Place between Sixth Avenue and Gay Street to tremendous fan fare. Not only is the coffee good, but the atmosphere is also terrific. Joe is a place you want to start your day, every day. The baristas (coffee bartenders) are trained to make perfect shots of espresso. They are also known for their latte art — pouring designs using steamed foam on each drink. Every day, regulars stream in to get their fix and say hello (kind of like Cheers, “where everybody knows your name”). All three stores are small but the crowds attest to Joe’s popularity. It’s the place people want to get their coffee and hang out.
I give Jonathan kudos for helping to improve our quality of life, not only with his superior coffee products, but also with his contributions to the community. He’s friendly and fun, and his shops are an extension of his personality. Taking his community offerings a step further, he also gives public and private classes throughout the year on the art of coffee.
As a big fan of Joe, I’m ecstatic to be collaborating with Jonathan on Baking Fridays when Cravings will give away baked goods to a lucky winner from a drawing of those who respond to the Baking Friday question (read more about Baking Fridays). Winners will be able to pick up their treats at the Greenwich Village Joe (9 E 13th Street) and get a free coffee, too. Delicious baked goodies plus fantastic coffee — that’ll put a smile on your face at the end of the work week.
Read more about what Jonathan has to say about Joe, New Yorkers and his cravings in the Q+A with Jonathan Rubinstein.
Joe Locations
9 E 13th St
(University Pl & 6th Ave)
212-924-7400
141 Waverly Pl
(6th Ave & Gay St)
212-924-6750
130 Greene St
(Houston & Prince St)
212-941-7330
