Joe Coffee is basically a New York institution, started by Jonathan Rubinstein in the West Village back in 2003 with the simple goal of creating a genuinely friendly neighborhood hangout. They roast their beans in Long Island City with a laser focus on sweetness, balance, and approachability. Although they started out serving other brands, they eventually moved to roasting their own to lock in that signature comfort profile that tastes great whether you're a coffee nerd or just enjoy the occasional cuppa. They back up that nice-guy attitude with serious sourcing standards, ensuring the farmers get a fair deal while you get a consistently delicious cup.