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 local chain of coffee shops 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.