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A go-to coffee consultant proclaims his new East Village Manhattan store is “five years ahead” of Starbucks.
Richard Morgan
Ever since Tom Hanks’s Starbucks spiel in 1998’s You’ve Got Mail (“Tall! Decaf! Cappuccino!”), coffee has been ridiculed as performative froth.
But Noah Jashinski believes he has an antidote to those theatrics. Since 2009, when he worked in Los Angeles at the Silver Lake location of third-wave coffee pioneer Intelligentsia Coffee Inc., Jashinski has forged a career that’s made him a coffee whisperer to famed caffeine suppliers such as Blue Bottle Coffee LLC, La Colombe, Five Elephant, and Joe.
