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NYC’s Joe to Move Into Philly, Launch Roasting Operation

A New York Coffee company with nine locations in Manhattan and Brooklyn has announced plans to expand to Philadelphia and launch a roasting operation.

New York Times coffee expert Oliver Strand has reported that Joe, founded by brother and sister team Jonathan and Gabrielle Rubinstein, plan to open one location on Philly’s Rittenhouse Square early next year and another on the campus of Drexel University in 2013.

“Philadelphia has been on our radar for years,” Jonathan Rubinstein told Strand. “We wanted to try another city that was close enough that we could be hands on as owner. We can share staff and training, and if we need to we can be there in an hour and a half. It’s not that different than getting from Brooklyn to the Joe at Columbia University.”

The Times also reported that Joe plans to begin roasting a portion of its beans in New York:

The news that Joe will soon roast its own coffee means that the company will be able to directly shape some of the coffee it sells, even if it’s just a fraction. Only about 300 pounds will be roasted each week, about 10 percent of the more that 3,000 pounds of coffee that the chain goes through weekly. The shops will continue to get most of its coffee from Intelligentsia Coffee and Tea and Ecco Caffé.

Joe hired Ed Kaufmann, a former roaster at Stumptown Coffee Roasters and Dallis Bros. Coffee, and installed a ample coffee roaster with fire-engine red casing in the back of the Joe Pro shop on West 21st Street. Called the San Franciscan, the tiny machine, which has a one-pound capacity, originally belonged to Andrew Barnett, the founder of Ecco Caffé in California and a legend in the coffee industry.

The full story: New York Times 


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