A new coffee shop and music lounge called Rollin Joe’s is set to open in University Park, Dallas, replacing the longtime New York Sub sandwich shop. The venue, targeting students, neighbors, and visitors near Southern Methodist University (SMU), aims to provide a vibrant gathering space with a focus on both daytime café service and nighttime entertainment. The opening is planned for late summer or early fall 2026.

Rollin Joe’s will be located at 3411 Asbury Street, a site that has housed a sandwich shop since the 1970s, most recently occupied by New York Sub, which closed earlier this year after the building was sold. Andrew Kelley, co-owner of New York Sub, cited financial reasons for the closure and has since leased a new location on West Lovers Lane.

The new establishment is the brainchild of Jerry Mooty, a nephew of Dallas Cowboys owner Jerry Jones and an SMU alumnus. Mooty is currently CEO and Principal of Christie’s International Real Estate @properties Lone Star in Dallas. He has partnered with Kirk Thompson, a franchise owner of Panera Bread and Jimmy John’s, to develop Rollin Joe’s with the intent of eventually expanding to other college towns.

According to statements from the founders, Rollin Joe’s will serve espresso, matcha, smoothies, energy drinks, and quick bites during the day, with a walk-up window for convenient drink orders. As night falls, the venue will transform into a lounge featuring DJs and a vinyl record listening area, emphasizing a modern, music-focused atmosphere. The shop is named after a fictional character known as Joe, who embodies a laid-back, music-loving personality.

Mooty acknowledged the legacy of the former sandwich shop at the address, noting its special place in the memories of many SMU students and Park Cities residents. However, the new concept is designed to offer a different experience, blending contemporary café culture with a lively social venue.

Rollin Joe’s is expected to become a new hub for the SMU community, aiming to balance daytime refreshments with evening entertainment in a location central to campus life.