Breaking news coming out of Brooklyn as Toby’s Estate has announced—and you’re hearing about it first here on Sprudge—a brand new cafe and roasting space to open later this fall in Bushwick. Their sixth location, the new space will operate alongside Toby’s original Williamsburg roastery, allowing the company to “double its roasting capacity while staying true to [their] small-batch philosophy,” per the brand.
Taking over 8 Wilson Avenue, the new cafe will feature a daily brunch menu full of items prepared at their in-house kitchen as well as pastries and grab-and-go items from local purveyors like Supermoon Bakehouse, Ovenly, and King Street Kitchen. Toby’s Bushwick will also serve as the flagship store for Salt Lake City’s Saint Anthony Industries—their first in New York City—who will be highlighting their manual brewers as part of the Toby’s pour-over bar.
When looking for this new space, co-owners Amber Jacobsen and Adam Boyd originally set out to find a larger location to replace their current roasting space, which they have since outgrown after six years. But when Jacobsen and Boyd found the spot on Wilson Avenue, they opted to change course and run two separate roasteries. Fit out with a restored 22-kilo Probat, Toby’s Bushwick will serve at the jumping off point for the new Toby’s Wholesale Partnership Program, “a new initiative that will provide wholesale partners with additional opportunities to tailor coffee programs to their individual needs,” according to a press release provided to Sprudge.
“Many of our partners want to be even more involved in their coffee program and take ownership of everything from flavor profiles to packaging design,” Boyd states. “They want to learn how to source, roast, and blend their coffees so that it becomes an extension of their own brand.”
“We see this program as a great collaborative opportunity for our partners and a way for them delve into this process while still retaining the services that we provide beyond coffee roasting, including equipment loans and servicing, education certification, and consistent quality sourcing,” Jacobsen adds.
In a time when every cafe wants to also be a roaster, it's a smart move by Toby's. With two roasters working discretely, Toby's is able to continue roasting coffee to their own specifications for their six cafes while allowing wholesale accounts the opportunity to make the coffee they serve their own, something that couldn't be done had Toby's opted for one larger roaster instead of two medium-sized. It's a gambit that allows wholesale accounts to have the uniqueness associating with roasting for oneself (without all the upfront equipment costs) while keeping them as wholesale accounts. And for the rest of us, it's a new place to grab a little brekkie and some filter coffee. And that's pretty nice too.
Top image via Toby's Estate
Disclosure: Toby's Estate is an advertising partner with the Sprudge Media Network.