Nov. 19, 2019 By Allie Griffin
A popular New York City coffee house is opening a location in Long Island City today.
Joe Coffee opens its first Queens cafe at 40-37 23rd St., adjacent to its new roastery and lab. The company has moved its roastery from Red Hook, Brooklyn to its new 4,000-square-foot space in Long Island City.
Beginning today, the Joe Coffee Roastery, Cafe & Lab is open every day from 7 a.m. to 5 p.m.
The Roastery is where all the company’s coffee for both retail and wholesale, is roasted on premise. The Roastery Cafe is serving a full menu of hot and cold beverages and baked goods from Ovenly and Bien Cuit, with seating for 11. It will also have a rotating single origin menu, unique to this location.
The Roastery Lab will be a home base for Joe Coffee training and cupping, as well as public education classes on coffee-making and eventually private events.
The new LIC roastery and cafe is Joe Coffee’s 20th location in the city. Its opening comes as the company unveils its new brand identity at each of its cafes around the city.
Founded in Manhattan’s West Village in 2003, Joe Coffee now has an updated logo, typography and color palette created by the design firm Godfrey Dadich Partners.
“In a city with such a long-standing coffee history, we’re proud to be New York specialty coffee roasters and pioneering in so many ways; first roasting in Red Hook, Brooklyn, and now in our new Long Island City Roastery,” said Jonathan Rubinstein, Founder & CEO of Joe Coffee.
“We’ve always loved coffee, and we’ve always loved the diverse communities that make New York City so singular,” he added. “Since opening 16 years ago, we’ve strived to combine the two, creating spaces where people from all walks could not only get a great cup of coffee, but also feel welcome to linger a little longer.”