Rollin Joe's Sips & Co. is preparing to open at 3411 Asbury St., directly across from Southern Methodist University, in the space formerly occupied by New York Sub. The café plans to serve coffee, specialty drinks and sliders, with house music among its planned features.
The opening date is not consistent across the shop's announcement materials, as reported by Focus Daily News. The announcement says the shop will open Friday, November 6, while its About section lists November 4, 2026, as the flagship location's opening date. It also schedules a preview opening for Thursday, November 5, from 3 to 7 p.m.
Rollin Joe's was founded by SMU alumnus Jerry W. Mooty Jr. and longtime friend and hospitality veteran Kirk Thompson, the announcement notes. Mooty, who is CEO and principal of Christie's International Real Estate @properties Lone Star and the nephew of Dallas Cowboys owner Jerry Jones, developed the concept after leaving the legal profession in 2012, and the idea has reportedly been in development for more than a decade. Thompson brings his own food-service background, having operated Panera Bread franchises in Kentucky and Florida along with Jimmy John's locations in Austin.
A Bigger Vision Than Just Coffee
The founders describe the business as a place to spend time over drinks and music, according to the announcement. The planned offerings include coffee, matcha, refreshers and energy drinks, with students, Park Cities residents and the surrounding community identified as its intended audience.
The 1,373-square-foot space, designed by Alexander Quintanilla of Q-Arc, is expected to seat about 45 to 50 guests. Planned features include a covered patio, walk-up ordering and an exterior Quick Sip window. The business also plans to launch a mobile ordering app after opening. Its announced hours are daily from 6 a.m. to 8 p.m.
From Espresso Shots To Energy Drinks
The planned menu includes espresso drinks, specialty coffees, frozen beverages, matcha, teas, fruit-forward refreshers and energy drinks. Breakfast and lunch sliders developed with King's Hawaiian are also on the menu, according to the announcement.
Earlier coverage from the Dallas Observer described similar plans for coffee, espresso, matcha, frozen drinks and teas, alongside lighter snacks like King Hawaiian roll sandwiches, homemade Rice Krispies treats and fresh strawberry Pop-Tarts. That outlet also confirmed Rollin Joe's is taking over the old New York Sub spot, putting a new identity on a stretch of Asbury Street that's served SMU-area regulars for decades.
Music, DJs And A Vibe Lounge
The announcement says house music will play daily and that the shop plans to host live DJs, guest appearances and other programming in a designated vibe lounge.
The Dallas Morning News reported in January 2026 that New York Sub was expected to close unless its owner found a new location or a buyer. Subsequent reporting documented the shop’s closure and plans for a return elsewhere.
New York Sub’s Closure and SMU’s Student Population
People Newspapers reported on February 25, 2026, that New York Sub had closed after 53 years of serving sandwiches on Asbury Street in the Park Cities. The Dallas Observer later reported that the shop was planning a return at a new location on West Lovers Lane. U.S. News & World Report lists SMU’s undergraduate enrollment at 7,545 in fall 2025 and says 55% of students lived off campus. Those figures offer context for the café’s nearby student audience, but do not indicate how many students will visit.
