Teeny Tiny Talks: Culinary Coffee in NYC

Meet our guest, Jonathan Rubinstein. Talk about a real life renaissance man. Jonathan is the owner and operator of Joe, an award-winning collection of culinary coffee shops in New York City. He lives with his 12 year old daughter, Sally, in Brooklyn along with their dog, Belle. And yes, everyone thinks his name is Joe:)

One of Jonathan’s lives was as a successful camp director. Prior to opening Joe Coffee Company, he was also a talent agent. His inspiration for Joe came when he noticed that many of the city’s cafes focused more on their décor and atmosphere than on the coffee they served.

The Story Behind Joe Coffee Company

In 2002, he left the entertainment field to open a coffee shop that would be obsessively committed to producing coffee as a culinary art.

It seems like everything Jonathan touches turns to gold. Jonathan talks about how his intention was always to have three coffee shops and then at some point he ‘got addicted to growth’. When they opened their first shop Jonathan said that customer service and hospitality were at the forefront of his priorities.

In 2003 New York City knew little in the way of making customers feel great. This genuine strategy proved fruitful. By summer of 2021 Joe Coffee Company will have 23 coffee shops around New York City, plus the hundreds of catering gigs and events that they are a part of.

Jonathan’s radio, television, public appearances and press literally span two pages of a google doc at a font size of 8. But to name a few:

  • The Chew
  • Martha Stewart Living
  • Emeril’s Table
  • Named one of the “10 Best U.S. Coffee Bars” by Food & Wine
  • Name by the New York Times as one of “10 Outstanding Coffee Bars” in New York City.

If you’ve had the chance to try Joe Coffee Company, you’ll likely agree that it is the most delicious coffee in New York City and arguably in the country. What’s more, this culinary coffee shop shows us how great coffee is supposed to be enjoyed.

Watch the full talk with Jonathon as he spills the beans on his journey as a business owner and single dad. Be sure to leave a comment and let us know your thoughts on our latest Teeny Tiny Talk. While you’re there don’t forget to subscribe to our YouTube channel! You can also watch more of our latest talks here.


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