Notable Roasting Opens Distinguished Cafe in Atlanta

Inside Notable Roasting’s first cafe in Atlanta’s West End. All images courtesy of Notable Roasting.

Notable Roasting made a remarkable entrance into Atlanta’s specialty coffee scene with the opening of its sleek first cafe last month.

Housed in a black-painted corner of Wild Heaven Beer‘s West End location, the cafe adjoins a sprawling common space that includes the brewery’s tap room, restaurant, large patio and green space, plus direct access to the Atlanta Beltline, which generates significant foot traffic.

Coffees for the shop are roasted by the company offsite on a Probat P12 III machine, then rest for 14 days before becoming drip and espresso offerings. 

Tea, matcha and pastries round out the focused menu curated by co-founder and head of coffee Michael Doster, whose 15+ years in the industry include stints at Counter Culture Coffee, Radio Roasters and Hex Coffee.

At Notable’s 2,000-square-foot Atlanta roastery, Doster develops profiles using Artisan software before transferring them to Probat’s automation system for precise, consistent execution. A DiFluid Omni roast color analyzer gathers data for detailed quality control logs, complementing rigorous cupping sessions throughout each coffee’s shelf life.

Roasted coffees are packaged in retail bags featuring clean fonts and minimalist color-coded labels — all designed by co-founder and head of brand Thomas W. Frank, whose career in brand building and creative services has included clients such as Coca-Cola, Dell and AT&T. Frank sold the branding agency he founded to a venture capital firm in 2021 before pursuing his passion for coffee.

“Notable is the result of years spent learning, unlearning and recommitting to what really matters in coffee,” Frank told Daily Coffee News. “Although the brand and our coffees might be new, we aren’t the new kids on the block.”

Green coffees reach Notable through a mixture of origin-based import/export companies — such as Panorama Coffees in Guatemala and LaREB in Colombia — and importers that work closely with producers and exporters, like Athens, Georgia-based Sundog Trading, which partners with Baho Coffee in Rwanda.

“When we’re selecting coffees, we look for clarity and distinctiveness in the cup — flavors that really speak to where the coffee was grown,” Doster told DCN. “We work with partners who have a long-term commitment to quality, and producers who take a consistent, intentional approach to post-harvest work.”

Plenty of space remains in Notable’s roasting and storage areas, where temperature, humidity and airflow are monitored to maintain ideal conditions for both green and roasted coffee.

“We built the roastery to scale. We can add more roasters, dry goods and storage for finished product,” Michael Doster told DCN. “All our coffees are omni-roasted for versatility so they can be brewed however our consumers or cafes prefer, but we fine-tune each profile to create the most compelling cup.”

Despite the exciting opportunities that extra space represents, Frank said progress will be gradual as the focus remains on the quality of every drink and experience at the newly opened cafe.

“We are as deliberate with how we grow the business and the brand as we are with our coffees,” said Frank. “Beyond having the cafe deliver on our vision to bring exceptional coffee to our customers while being attainable and not pretentious, we continue to grow our retail footprint in the region, feature our coffees in other cafes and partner with great brands for events that connect us with the community.”

Notable Roasting is located at 1010 White St SW in Atlanta.

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