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Jonathan Rubinstein
Founder and CEO of Joe Coffee
Jonathan Rubinstein is the founder and CEO of Joe Coffee Company, a specialty coffee roaster and cafe chain based in New York City. Here's a comprehensive overview of his background and entrepreneurial journey:
Early Entrepreneurial Spirit
Rubinstein grew up in Cleveland as an intrepid young entrepreneur, starting several businesses as a teenager, including:
- A cookie business
- A snowplow business
- Founding the Stagecrafters Theater Camp (which is still operating 35 years later)
Founding Joe Coffee
In 2003, Rubinstein opened his first coffee shop in Manhattan's Greenwich Village, driven by a simple vision: to brew high-quality coffee and serve it with warm hospitality.1 At the time, New York City lacked a specialty coffee scene, which motivated him to create something unique.2
Business Approach
Rubinstein's approach to Joe Coffee was deeply family-oriented:
- His sister Gabrielle helped manage the business
- His attorney father Richard handled accounting
- His mother Alice and aunt worked behind the counter
- The original logo was designed by a high school friend
Company Growth
Joe Coffee has since expanded to:
- Over 20 cafes across Manhattan, Brooklyn, Queens, and Westchester
- A roastery in Long Island City
- Employing approximately 260 people
Key Principles
The company is committed to:
- High-quality coffee
- Community engagement
- Sustainable sourcing (80% Rainforest Alliance certified producers)
- Creating a welcoming neighborhood experience
Professional Background
Before founding Joe Coffee, Rubinstein worked in the entertainment industry as:
- A talent manager at Brookside Artist Management
- A talent agent at Leading Artists Agency
- Director of Camp Wise
Personal Philosophy
Rubinstein's goal has always been to create more than just a coffee shop—he wanted to build a community space where people feel recognized and welcomed in the anonymous landscape of New York City.2
Highlights
Pleased and proud that Food And Wine Magazine shared the recipe and the story of this wonderful internal barista competition that’s been a part of us for many years.
#2, we’ll take it! Such an honor to be among these iconic brands.
