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Jonathan Rubinstein

@jcrubinstein

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Founder of Joe Coffee. Father of Sally. Resident of Brooklyn.

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Happy National Coffee Day!

We talk about coffee all day, every day, so we’re not going to pretend this is the one day a year it suddenly matters more. But it is a good excuse to celebrate the people behind it.

There are a lot of hands in a cup before it gets to you. Producers growing and processing coffee, relationships that are built over years, the roasting team in Queens, cafe teams tasting, dialing in and making drinks, and then all the people who come through the doors every day.

That part has always mattered at Joe. The coffee has to be good, obviously, but so does the way people feel around it.

@jcrubinstein and @dhmeyer have known each other for years, and a lot of what Danny wrote about in Setting the Table has been part of the conversation at Joe for a long time. Good hospitality doesn’t need to be complicated. It’s paying attention. It’s caring about the details. It’s making people feel comfortable.

So it feels like a fun coincidence that Danny’s new book, What Could Possibly Go Right?, is out today too.

Happy National Coffee Day, congrats Danny! taken in New York, New York by @jcrubinstein

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20 days ago

The most scalable thing in hospitality was never the coffee.

This week I am joined by @jcrubinstein, Founder of @joecoffeecompany

I asked Jon about growing Joe Coffee from one storefront in Greenwich Village to 24 cafes. His answer wasn't about beans. It was about people. He said the first things they taught baristas was simple:
-Learn names
-Learn something about the person
-Make them feel like they belong

While that sounds small, over time, it became the whole business.
Because the real product wasn't just coffee, it was the feeling of walking into a place where someone sees you. Where the regular at the bar and the celebrity in the corner get the same warmth. Where hospitality isn't a department, it's the culture.

And maybe that's why Joe lasted. Not because it chased being the hottest thing, but rather it chose to be a place people could return to.

Worth thinking about.

*Show note: at the 34:00 mark of the full episode it became clear my editing skills still need work 🤷🏻‍♂️

🎥 Watch the 60-second snippet below for a preview of our conversation!
🎧 Listen/Watch the full episode now: Available on Spotify, Apple Podcasts, Amazon Music, and YouTube (Link in comments/bio)!

#FindingYourInnerMrRogers #Leadingwithkindness #95percentrule #buildingculturerootedinpeople #skidmorecolleg

Spotify: https://open.spotify.com/show/033eXIbnrqXgMP0NCH6eKi?si=d6a2843df22d43d1

Apple: https://podcasts.apple.com/us/podcast/finding-your-inner-mister-rogers/id1896569014?i=1000787145819

Amazon: https://music.amazon.com/podcasts/8c15875d-2851-4888-8578-cf37360deeb4/episodes/16c939d2-bc90-49ef-b263-fcc808712c4f/finding-your-inner-mister-rogers-jon-rubinstein-the-host

Youtube: https://youtu.be/MfthEpurzSE?si=wIcx0QoNmw6dyQFN by @jcrubinstein

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2 months ago

Happy birthday,@joecoffeecompany !#joecoffeecompany #nyccoffee #specialtycoffee taken in Waverly Place by @jcrubinstein

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3 months ago

Episode 2 of @extraordinaryjoepodcast drops tomorrow!
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Join me and Jonathan Rubinstein @jcrubinstein, founder of Joe Coffee, as we talk about what it really took to build one of New York City’s most iconic coffee brands. The risk, the vision, and what keeps him at it 23 years later!
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Listen on Spotify, Apple Podcasts, and watch YouTube. Link in bio.
#ExtraordinaryJoe #joecoffee #nyccoffee #specialtycoffee

oh, and let’s go @nyknicks taken in New York City by @jcrubinstein

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4 months ago

After nearly 23 years of building Joe with all of you, this feels like a big and meaningful moment. I’m writing with the exciting news that Lee Harrison is stepping into the role of CEO.

Lee started as a barista on opening day at our second cafe at 9 E. 13th Street, which also happened to be his 18th birthday, and has spent over 20 years growing with Joe. He’s worked across cafes, roasting, training, and operations, most recently as COO, helping shape this place in ways that are hard to put into words.

If you’ve been part of Joe at any point, there’s a good chance you’ve felt his impact. He leads with care, honesty, and a real understanding of what this place means to people.

I’m not going anywhere. I’ll be stepping into the role of Head of Growth, focused on what’s next, and I’ll be right alongside Lee as we move forward.

Joe has always been about people and the relationships we build together. That continues.

We’re both really excited for this next chapter.

— Jonathan Rubinstein taken in Joe Coffee Company by @jcrubinstein

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6 months ago

I have had the honor of knowing @chefdaniellesepsy since she started her business, weeks before going into Covid. We have been lucky enough to serve her extraordinary baked goods since the days we reopened and she’s been a valuable partner ever since. Bonus points for serving her Nutella banana bread at @sally.rub1nstein bat mitzvah in 2021! I’m in awe! by @jcrubinstein

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6 months ago

#2016 was a good one! by @jcrubinstein

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9 months ago

Big news. Joe is the coffee at the new @jetblue House at JFK.

We walked the space before it opens, and it feels like NYC in all the right ways. Deco touches, a Grand Central inspired ceiling, curated art from local creators and JetBlue crew members, and small details that make it feel like a brownstone in the sky.

For us, it’s never just the coffee. It’s the training, support, and care that help a partner serve it the way it should taste.

If you’re headed to JFK, swing by and visit us at the @twahotel before you’re through security. ✈️☕️ taken in JFK JETBLUE Terminal 5 by @jcrubinstein

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10 months ago

We’ve officially landed. ✈️ Our newest cafe at the iconic @TWAHotel is now open at JFK! Whether you’re traveling through or just stopping by, come say hi and grab a cup—we’ve got your coffee covered. taken in TWA Hotel by @jcrubinstein

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a year ago

London. Paris. Geneva. Bike tours. Macaron class. Versailles. Tower of London. Swimming in Lake Geneva. Thrifting. Evita. Incredible food and coffee. Amazing adventure with my girl @sally.rub1nstein by @jcrubinstein

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a year ago

It’s summer.... and it’s been a hot one so I’m all about ice cream, seasonal produce, and eating outside.

My first pick takes us to a place created by a friend that I’ve long been inspired by and the creator of @lilianewyork (aka my favorite restaurant of all time): @seanbfeeney.

🍕@finipatiobar — They have a few locations and excellent pizza, but they just opened up this full service version AT THE BASE OF MY BUILDING and added the best chicken parm I’ve had in recent memory… and the giant patio overlooks @brooklynbridgepark, with stunning views of Manhattan. It’s the whole package.

🍨 @caffepanna — Magic. Truly. I’ve been a long time fan of the Manhattan location, but just recently discovered the Greenpoint one.

🍦 @oddfellowsicecream — My favorite soft serve so far and it’s directly across from @finipatiobar (and my building unfortunately 🤣) I still need to check out @morgensternsnyc and the new @saltandstraw!

🥢 @woorijip.nyc — My new go-to lunch place that I’ve been walking to (almost daily) from the office. It’s really a take out place—though they have tables for people to eat as well—but it’s so unique, such a great value, and has an abundance of cold and hot Korean options. On a few recent lunch visits I took home a full dinner as well.

🍓 Not a place, but a drink I’ve been obsessing over… Strawberry Matcha. Especially when they’re well prepared with excellent ingredients. I’ve been doing a tour around the city trying as many reputable ones as I can and so far two of my favorites are from @chachamatcha and @mikasdirection. We just might have to make our own. 😉 taken in New York, New York by @jcrubinstein

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a year ago

A note from our founder and CEO, Jonathan Rubinstein. 💌 taken in New York, New York by @jcrubinstein

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a year ago