Jonathan Rubinstein

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