The same people that operate the Dojo Grill food truck – the grilled cheese sandwiches are a specialty – have now launched Morning Brew Coffee at the Taubman Museum of Art in the space that has housed several other restaurants in the past. The new eatery offers gourmet coffee drinks, breakfast options, wraps, salads, sandwiches and yes, grilled cheese. After a soft opening several weeks ago a ribbon cutting will take place during the first week in May.
Morning Brew Coffee will be open even before the museum is; it will also be open late every month during the first Friday Art By Night event, when the Taubman extends its hours along with local galleries and art studios in downtown Roanoke.
Executive Director Cindy Petersen says the Dojo Grill people (the owner is Toya Jones) have also relocated their fixed location from Williamson Road to the museum. “It’s very popular and [they] have a great following,” says Petersen, who calls the partnership “very creative, great timing and a match for the community and our visitors downtown.” Petersen is a fan of the homemade soup.
The coffee includes expresso, latte and all of the specialty drinks downtown visitors and residents are used to finding a block or so away at Mill Mountain Coffee as well. There’s also craft beer and wine from 7 to 5pm daily. Petersen thinks they have finally hit on a winner: “we’ve worked closely together over the past two months, looking at the business model and that creativity and tying it to the exhibitions – but also to the foot traffic, looking at the community and our visitors. It’s an amenity as well.”
With attendance for recent Art By Nights bringing more people to the museum – 300 to 500 says Petersen – the visibility for Morning Brew Coffee is there she believes to make it a viable business. “We’re partners in terms of marketing and making sure that this is going to be a success. It’s a win-win for both.”
Morning Brew will also be present at the Taubman’s Sidewalk Art Show during the first week in June.
Gene Marrano
