Rollin Joe’s, a new beverage-forward concept blending premium coffee, espresso-driven drinks, matcha, teas, refreshers, smoothies, energy beverages and elevated grab-and-go bites is set to open in late Summer/early Fall 2026 at 3411 Asbury St, Dallas, TX, across from Southern Methodist University.
The concept will transform the longtime former New York Sub location into a vibrant gathering place for students, neighbors and visitors alike. Designed as an all-day destination, Rollin Joe’s will pair quality beverages with curated music, comfortable spaces and a community-focused atmosphere. House music will provide the daily soundtrack, while guest DJs and special music programming will bring additional energy to the concept’s signature vibe lounge.
At the center of the brand is “Joe” – a laid-back, music-loving personality who embodies the culture and spirit of Rollin Joe’s. More than a host, Joe represents the welcoming, upbeat experience the founders hope to create for every guest who walks through the door.
“The Rollin Joe’s concept – and Joe’s distinctive look and personality – has been a passion project of mine since I left the legal profession in 2012,” said Jerry Mooty, concept creator, and co-founder. “I always believed in Joe as the focus of a beverage concept, but I knew bringing him to life would require operational expertise I didn’t yet have. For more than a decade, Joe sat waiting in a Dropbox folder until my lifelong friend Kirk Thompson moved to Texas in 2024. With his deep hospitality experience and entrepreneurial background, everything finally came together.”
“When Jerry showed me what he had created, I immediately saw the potential,” said Kirk Thompson, co-founder and operations partner. “The beverage category is evolving rapidly, and there was an opportunity to build something different—something that combines exceptional drinks, hospitality, music, and community. I knew right away this was a special concept.”
For Mooty, an SMU alumnus, the location itself played an important role in the brand’s story.
“The former New York Sub location holds a special place in the hearts of generations of SMU students and Park Cities residents,” said Mooty. “When the opportunity arose to bring new life to the space, we saw a chance to honor that legacy while creating a new gathering place built around great drinks, music, community and meaningful connections.”
Over the last year and a half, the friends are on the verge of bringing Rollin Joe’s to life. Mooty, nephew of Dallas Cowboys owner Jerry Jones, brings decades of experience as an entrepreneur and business leader, serving as CEO and Principal of Christie’s International Real Estate @properties Lone Star. Thompson brings extensive hospitality expertise, including ownership and operation of Panera Bread franchises in Kentucky and Florida, as well as Jimmy John’s locations in Austin.
Rollin Joe’s will operate as an all-day destination, serving guests from morning through late evening. The space will transition naturally from morning coffee runs and study sessions to afternoon meetups and evening social gatherings. Live DJs are expected to perform several nights per week, complemented by guest DJ appearances and community-driven music programming.
The beverage menu will feature premium coffee, espresso drinks, matcha, specialty teas, smoothies, protein beverages, refreshers and energy-focused offerings, alongside grab-and-go sandwiches and snacks. The brand’s hospitality philosophy centers on delivering quality-driven beverages in an environment where music, conversation and community come together.
The concept’s beverage-first approach is paired with a design-forward atmosphere featuring comfortable seating, a covered patio, walk-up ordering and an exterior “Quick Sip” window for guests on the go.
Designed by Alexander Quintanilla of Q-ARC, the 1,373-square-foot space will accommodate 45 – 50 guests and draw inspiration from music culture, vinyl listening lounges and modern café environments. The design balances warmth and energy through comfortable seating, greenery, ambient lighting and a soundtrack anchored by curated DJ programming.
