Over the past nearly two decades, Variety Coffee Roasters has been steadily building a presence across New York City. What starting in Brooklyn has blossomed into cafes in Queens and Manhattan. And with their 10th cafe, Variety is returning to where it all started. The new Greenpoint location bring the same thoughtful design and approach to coffee sourcing that led to their longevity in the ever-evolving NYC coffee landscape, all while staying completely independent and outside investor-free.
It’s open now, so we’re popping in to check out the latest Variety Coffee Roasters location, this one in Brooklyn’s Greenpoint neighborhood.
The 2026 Build-outs of Coffee is presented by DONA, Pacific Barista Series, and La Marzocco.
As told to Sprudge by Chloe Cardio.
For those who aren’t familiar, will you tell us about your company?
Variety Coffee Roasters is the Brooklyn-born, independently-owned coffee roaster and cafe in New York City. Independent and free from outside investors, Variety has grown thoughtfully and sustainably since their first cafe opening in Williamsburg in 2008, hiring from within and championing the passions of their team members, while deepening the brand’s commitment to sourcing and roasting high-quality beans without compromise. Each of Variety’s 10 cafes maintain the same welcoming, unpretentious spirit of its original Williamsburg location, pairing sleek, industrial-inspired interiors with genuine hospitality to create inviting all-day spaces equally suited for catching up on work and as they are for reconnecting with friends. Across every location, Variety’s knowledgeable staff abides by a people-first approach that balances efficiency with care, cultivating a loyal following across the many neighborhoods it serves.
Can you tell us a bit about the new space?
Across its 10 cafes in Brooklyn, Queens, and Manhattan, Variety has built a reputation as a neighborhood gathering place guided by their people-first approach that balances efficiency with care. Driven by the core belief that coffee should meet people where they are, whether they’re longtime coffee enthusiasts or simply looking for a consistently great daily cup, Variety’s menus reflect the growing seasons of diverse coffee regions around the world, and reflect the brand’s longstanding commitment to sourcing and roasting exceptional beans.
Variety’s new Greenpoint location continues that tradition, offering a considered menu of coffee, cold brew, loose leaf tea, and espresso drinks, alongside a selection of pastries from respected local partners including Colson Patisserie, Ole & Steen, and The Good Batch. Drawing inspiration from the welcoming, unpretentious spirit of Variety’s original Williamsburg location, the space pairs sleek industrial details, marble surfaces, abundant natural light, and ample booth and table seating to accommodate everything from solo work sessions and coffee meetings to reconnecting with friends. The Franklin outpost is open from 7am-9pm.
What’s your approach to coffee?
The team at Variety Coffee Roasters approaches sourcing and roasting with a clear point of view: exceptional coffee doesn’t need to come with unnecessary complexity or pretension. Rather than chasing fleeting novelties or cafe trends, Variety selects coffees with intention, prioritizing taste and favoring beans that are expressive, balanced, and genuinely enjoyable for both coffee connoisseurs and casual drinkers alike. Equally important is versatility, with each coffee chosen to perform seamlessly across preparations, whether pulled as a straight espresso shot, served over ice, or paired with milk in a latte. Central to the company’s sourcing philosophy are longstanding relationships with trusted, world-class partners like Red Fox Coffee Merchants, who provide direct insight into harvests, producers, and quality at origin, and share Variety’s commitment to transparency and consistency.
Today, Variety sources coffees from renowned growing regions around the world, including Peru, Mexico, Honduras, Ethiopia, Kenya, and Colombia. Every bean has been roasted at their East Williamsburg Roastery & Training Lab since 2014, which is now under the guidance of Director of Coffee Patrick Grzelewski. With an emphasis on balanced, sweet and clean medium roasts alongside a range of light and rich dark profiles, Variety offers a deeply considered coffee program with something for every kind of drinker.
Any machines, coffees, special equipment lined up?
Our espresso machine is a hand-painted three-group La Marzocco Linea PB ABR, designed and painted by our longtime collaborator, Dominick Mango.
What’s your hopeful target opening date/month?
We’re open!
Are you working with craftspeople, architects, and/or creatives that you’d like to mention?
The space was designed by Kursten Bracchi, who has designed six of our stores and has helped shape the visual identity of Variety over the years.
The space was built by Ky Katrensky, a longtime collaborator and coffee professional turned contractor. Ky has been part of every single Variety location we’ve ever built, bringing a deep understanding of both our brand and the craft of building spaces that feel distinctly like Variety.
Thank you!
The 2026 Build-outs of Coffee is presented by DONA, Pacific Barista Series, and La Marzocco.
