Rollin’ Joe’s is taking over the old New York Sub spot.
Rollin Joe’s Exterior Renderings Alexander Quintanilla of Q-ARC
The former New York Sub space, which slung some of Dallas favorite sandwiches for over 50 years, will soon be home to a new all-day coffee concept that hopes to be the next go-to hub for the SMU community.
It’s slated to open sometime soon at 3411 Asbury St. in University Park. Three days ago on the Rollin’ Joes Instagram, the brand posted that they were still hiring and that the shop would be opening sometime soon, so follow them there for the latest opening updates.
Rollin’ Joes is a brand new concept from SMU alumnus Jerry W. Mooty, Jr., who is also Jerry Jones’ nephew, and hospitality veteran Kirk Thompson. They’re transforming the former sub space into an all day destination with a community focused atmosphere, quality drinks and music.
A cartoon man named Joe, who resembles a mix of an ’70s gym school teacher and White Goodman from the movie “Dodgeball,” is the leading brand image for the coffee shop. He is “a laid-back, music-loving personality built to bring energy, ease, and a little fun to the everyday coffee run”, according to his introduction.
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Within the space, they plan to serve coffee, espresso, matcha, frozen drinks and teas, as well as light snacks like King Hawaiian roll sandwiches, homemade Rice Krispies treats and fresh strawberry Pop-Tarts. All of it will be served from a standard counter until 10 p.m., or the “Quick Sip” window for students on the go.
The vibe
Apart from coffee, Rollin’ Joes will be rooted in the SMU community by having rotating DJ performers and give local artists a chance to showcase their work while supporting local businesses. Students from Highland Park High School and SMU will be relied on heavily for bringing talent into the space, as well as local talent from around Dallas.
Rollin’ Joes Sips & Co. has a lot of the right ingredients to make a concept succeed in Dallas, namely community ties and great branding. According to an article from SMU Daily Campus, many students are already excited to have a cafe open within a five-minute walk from campus.
The coffee and drink sector is transforming with every new opening, and while we aren’t the target demographic for this coffee shop (maybe if they named him Jerry), there are many new cafes around Dallas that won’t take you back to your college years.