App of Joe Looks to Challenge Starbucks, Help Independent Coffee Shops in NYC

The app was designed to help independent coffee shops in New York reach new customers by offering consumers cheaper drinks than they’d find at larger coffee chains.

App of Joe officially launched its coffee shop application on mobile. The app was designed to help independent coffee shops in New York reach new customers by offering consumers cheaper drinks than they’d find at larger coffee chains.

App of Joe Screenshots

So far, App of Joe has partnered with 20 coffee shops in the East Village and Lower East Side of Manhattan. Users can purchase “basic” drinks including coffee, tea and espresso for $1 each, while “fancy” drinks, such as lattes and macchiatos, cost $2 each.

The app allows users to customize their drinks with things like extra shots or extra flavors, as well as order larger sizes for 30 cents per upgrade for basic drinks and 50 cents per upgrade for fancy drinks.

In addition, a curated selection of food items is available to purchase at each coffee shop.

Users can browse each shop’s menu and pre-order items within the app to avoid waiting in line. App of Joe pays each shop weekly and takes a portion of the purchases.

In a statement, Itay Alterman, co-founder of App of Joe, commented:

In a year from now, I believe that there will be more New Yorkers buying their coffee or tea at local coffee shops than New Yorkers who buy their coffee in the big chains. Locally owned coffee shops may be small and seemingly powerless when facing The Man, but partnering with new tech platforms like App of Joe will help to make them more powerful and connect with potential consumers—with a real trajectory of transforming the coffee market and the way we perceive the current idea of a neighborhood and community, in general.

App of Joe is available to download for free on the iTunes App Store and Google Play. The company has plans to expand outside of New York after it’s established in Manhattan.