Variety Coffee Roasters Expands to 10 Locations with New Greenpoint Cafe

Celebrating a Milestone in the Coffee Scene

Variety Coffee Roasters has opened its 10th location in New York City, solidifying its presence across multiple boroughs including Brooklyn, Manhattan, and Queens. The new cafe, situated at 190 Franklin Street in Greenpoint's historic Astral building, opened its doors in June, marking a significant chapter in the brand's 18-year journey. This location joins an impressive portfolio that showcases Variety's commitment to craft coffee and customer experience, reflecting the evolving tastes of a city that thrives on caffeine culture.

A Journey Begun With a Different Vision

Founded by Gavin Compton, Variety initially stemmed from aspirations to launch a restaurant. However, this vision evolved into the establishment of the first café in Williamsburg in 2008, seen as a more accessible entry into the world of hospitality. This shift highlights an important trend in the coffee industry: the transformation of cafés into community hubs where people gather, work, and socialize. Compton’s experience extends beyond coffee; he’s also partnered with several well-known eateries, including the Three Decker Diner and Blue Collar. His diverse background underscores a vital aspect of the food and beverage sector—the overlap between culinary and café experiences. This blend has paved the way for Variety to create a model that not only serves coffee but also fosters community engagement.

Customer-Focused Service Philosophy

Describing the café vibe as “unpretentious, warm, and fun,” Compton emphasizes the importance of an inviting atmosphere. This philosophy becomes increasingly relevant as more customers seek not just a cup of coffee, but an experience that resonates emotionally. His approach to training baristas ensures they are knowledgeable about coffee but deliver their expertise in a way that makes every customer feel welcomed and enthusiastic. By prioritizing service that is both informed and approachable, Variety effectively distinguishes itself from competitors that may operate in a more elitist atmosphere.

Design Inspired by Tradition

The aesthetic of the Greenpoint location draws from post-war Italian café influences. Compton collaborated with Kursten Bracchi, a longtime designer for Variety, to create a space that feels organic to its environment. This approach is significant not just for its visual appeal, but also for how design can influence customer interactions with the brand. Their shared experience transformed the design into a beautiful, functional space, supported by the expertise of contractor Ky, an original member of Variety's team. This choice reflects a broader trend in the coffee industry: a return to authenticity and tradition, creating spaces that tell a story and invite further exploration.

Simplifying the Menu, Elevating the Experience

The menu reflects a simplicity that resonates with customers, offering espresso drinks, brewed coffee, cold brew, and tea, complemented by a selection of pastries. Compton’s philosophy is clear: “We try to keep everything we offer both simple and good, making choices easy for our customers.” This straightforward approach can attract a wider audience, especially in a city where café menus can sometimes feel overwhelming. The elegance of simplicity is not to be overlooked; it allows patrons to focus on the quality of what they’re consuming rather than sifting through an extensive list of options. A note here: while variety is abundant, the allure of curated selections can hold just as much power.

Commitment to Quality Coffee

Variety’s coffee offerings are notable for their emphasis on washed-process coffees sourced from Latin America, Ethiopia, and Kenya. Such a focus not only demonstrates quality but also highlights the growing consumer awareness of sourcing and sustainability in the coffee supply chain. Current seasonal selections feature beans from Costa Rica’s Finca La Toboba, including red-honey-processed varieties, alongside an organic washed-process coffee from Ethiopia’s Duromina cooperative. This aspect of their coffee sourcing connects consumers to global agricultural practices and brings attention to the wider implications of coffee production—issues that many coffee lovers now consider when choosing where to spend their money.

Roasting Operations and Equipment

All coffee roasting is conducted at Variety’s facility in East Williamsburg using state-of-the-art Loring machines. Director of Coffee Patrick Grzelewski and head roaster Allin Cogen oversee the process, which has been relocated from the original Bushwick location since 2019. The operational shift represents an important adaptation strategy, allowing the brand to maintain consistent quality across all its cafés. The modern equipment used not only enhances flavor profiles but also showcases Variety's dedication to marrying technology with artisanal craft.

High-Quality Coffee Preparation

The Greenpoint cafe is equipped with a La Marzocco Linea PB ABR espresso machine supported by Mahlkönig E80W GBS and E65T GBS grinders. For batch brewing and cold brew, the cafe utilizes a Mahlkönig Guatemala shop grinder paired with Fetco equipment. Each piece of equipment is carefully chosen to optimize the preparation process, ensuring that every cup reflects the hard work of the roasters as well as the skill of the baristas. Here’s the thing: this meticulous attention to detail can set an establishment apart in a city teeming with coffee options.

A Lasting Presence in NYC’s Coffee Community

Compton reflects on the journey with pride: “Variety Coffee just reached its 18th year, and it feels very special to have established both a retail and wholesale presence in our hometown of NYC.” This sentiment underscores the long-standing commitment that Variety has to both its community and the specialty coffee scene. In a market as competitive as New York City, maintaining relevance over two decades is no small feat. This achievement not only signifies culinary consistency but also speaks volumes about the evolving preferences and loyalty of their customer base.

Implications for the Future

The expansion of Variety Coffee Roasters raises questions about the future of specialty coffee in urban settings. If you're working in this space, the implications of their growth suggest a deepening appreciation for quality over quantity among consumers. As more locations open, it can serve as a reminder that the coffee experience encompasses more than just the drink; it’s about community interaction, sustainability, and a commitment to craftsmanship. Such trends might lead to a redefined strategy for newcomers looking to enter the specialty coffee market. Observing how established brands navigate these waters will undoubtedly provide vital lessons for those eager to make their mark.

Visit Variety’s new shop at 190 Franklin St. in Brooklyn.