The first time All That Java opened a pop-up in Rhinebeck in 2016, it did so in a whopping 96-square-foot trapezoid. Bitty as the location was, it’s a defining characteristic of the coffee shop’s aesthetic, one that owner Samantha Sapienza carried over from her 15 years spent living in Seattle, the coffee capital of the nation.
Her pop-up coffee concept was a success, so she followed it up with a second location across the river In Kingston in 2019. With prime retail space right across from Adams Fairacre Farms, the storefront quickly found a caffeine-craving clientele in Ulster County.
Now, Sapienza is making a permanent home for All That Java in Rhinebeck. Open since January 2, the village’s new location is primely located inside the Montgomery Row plaza on Livingston Street. As far as space goes, it’s quite the upgrade from the original spot at just under 500 square feet. It sits right next to Hammertown and Oblong Bookstore and is in walking distance to dozens of other restaurants and shops in town.
For Sapienza, All That Java’s new home is also the brand’s flagship. Now up and running, the Montgomery Row location replaces the shop’s pop-up in town.
“We always wanted to have a flagship store and we wanted it to be in Rhinebeck because that’s where our home is,” Sapienza explains. When the Row’s landlord approached her and co-owner Patrick Madden, a former advertising executive in New York City and San Francisco, in October, the duo knew it would be a perfect fit. “Our customers are so happy that we have a space. We’re in the heart of the village.”
She isn’t exaggerating, either. In its new residence, All That Java is an easy stroll away from Montgomery Street restaurants like Gigi and Terrapin and East Market Street favorites like Bread Alone Bakery, Cinnamon, and Samuel’s Sweet Shop. Inside, the shop still maintains its pint-sized aura – there are cocktail tables but no seating – while slinging java for the Rhinebeck community.
If its menu is any indication, All That Java is, as the name suggests, an honest-to-goodness coffee shop. Sapienza and Madden work with a roaster in the Seattle area to perfect their signature medium dark roast. The brand has two coffee varieties, one for espresso and one for its standard cup of joe, and uses only Poland Springs water for brewing. Dairy is straight from Hudson Valley Fresh, while chocolate comes from Ghirardelli.
“Every element has been upgraded,” Madden enthuses. “It’s an amazing cup of coffee.”
The upgrades continue with the food offerings as well. At both of its locations, All That Java serves coffee cakes and gougeres prepared by three Culinary Institute of America students.
“We’ll have a scone and blondies soon,” Sapienza notes.
While he and Sapienza are thrilled about their very own brick-and-mortar in Dutchess County, they don’t plan to let go of their pop-up concept anytime soon. Now that their micro-location in Rhinebeck is vacant, they plan to relocate it elsewhere in the Hudson Valley. Exactly where it will go, however, is yet to be decided. They’ve already received a significant number of inquiries from prospective franchisees and landlords who want All That Java in their space and are currently eyeing Poughkeepsie and Red Hook for their proximity and prospective customer bases. If all goes well, they’ll debut two more locations in the next six months.
“The familiarity of the brand is starting to accelerate,” observes Madden. “Something happened with the store opening and the unit being across from Adams.”
Yet as anyone who’s grabbed a latte or mocha at All That Java knows, coffee is only part of what makes the shops unique. At each location, Sapienza and her five employees make it their priority to ensure customers leave with a smile on their faces. They love surprising locals by introducing unexpected merch like cutting boards made from marble and, during the holidays, ornaments and wrapping paper. Throughout the year, All That Java also sells its signature roast in Coffee Cubes, square boxes of beans created by Sapienza to allow customers to brew coffee at home and refill their cube for a discount. The design has been such a success that eight local Hannaford locations, including the ones in Kingston and West Hurley, recently picked it up for sale.
“People love the taste of our coffee,” says Madden, adding that whether they drink it from the source or in the comfort of their homes, they’re guaranteed a stellar cup of java every time.
“Make people happy, that’s what we get to do all day,” he says. “We want to make that two or three minutes we spend with [customers] the best they can be.”
All That Java
8 Livingston St, Rhinebeck