Not As Bitter Is Redefining Coffee in NYC
Not As Bitter blends house-made ingredients, bold flavor combos, and a viral durian drink to create one of East Village’s most unique coffee spots.
Not As Bitter is a specialty coffee shop in NYC’s East Village, known for fruit-infused lattes like durian, banana, pistachio, and black sesame. Founded by Jeffery in 2024, the café focuses on fresh, house-made ingredients and bold, unexpected flavors.
A Flavor-First Coffee Bar That Defies Expectations
When Jeffery opened Not As Bitter, he wasn’t aiming to follow the crowd. The East Village shop isn’t commercial, isn’t cookie-cutter. That’s exactly the point. “I was doing this for myself for a while,” Jeffery says. “I wasn’t sure if anyone would like the idea. But surprisingly, they did.”
It all started with a drink most Americans wouldn’t expect: durian. “It tastes like butter,” Jeffery says.
“We kept adding more and more stuff — fruit lattes, new drinks — and it took off.” The durian latte didn’t just work; it went viral, attracting Gen Z fans and fruit-forward coffee lovers alike.
The Idea Behind the Latte
While durian remains the best-seller, Jeffery’s personal favorite is the Black Sesame. Made in-house, it’s nutty, toasty, and unlike anything else you’ll find in the neighborhood. The Banana Split, a dairy-rich second favorite, is also made from scratch — no artificial sweeteners, just the natural taste of fruit.
“We try our best to keep things not too sweet,” Jeffery explains. “A lot of our customers are from Asian communities, and they prefer balanced flavor. We offer syrup on the side, so you can adjust it. If a fruit is milder, like pineapple, we might add a bit of jam.”
Even the coffee beans are carefully chosen: “We tested so many combinations. We wanted something nutty, with dark chocolate notes—no sour or floral stuff. Medium to dark roast works best with fruits.” Jeffery admits he once drank up to 15 cups a day testing them all: “Can’t do that anymore,” he jokes.
Born to Go Viral
Jeffery opened Not As Bitter in 2024, inspired by his girlfriend and a desire to break free from corporate life. “I wanted to build something of my own,” he says. “But it wasn’t easy.”
The early days were a test. The kitchen was tiny, with most of the layout designed for outdoor pickup. “It took a few months to figure out the system,” Jeffery says. “Now, drinks are out in less than 10 minutes. Everything runs way more smoothly than before.”
There was no marketing budget. No team. “It was just me. But New Yorkers found us. And somehow, we went viral.”
The name Not As Bitter stood out right away: bold, a little mysterious, and instantly shareable. The space itself has a sleek, moody vibe that makes it feel special without trying too hard. And the drinks? They're beautifully layered, so eye-catching that regulars say you can spot a Not As Bitter latte from across the room.
Bigger Dreams
Jeffery’s advice to aspiring entrepreneurs is simple: think bigger from the very beginning. “Always have something in mind that can scale,” he says. “I didn’t expect my little personal coffee machine to break from the demand. But it did.”
Now, Not As Bitter stands shoulder-to-shoulder with neighborhood staples like Apollo Bagels, drawing daily crowds in the heart of the East Village. Despite the buzz, Jeffery isn’t losing sight of what got him here — bold ideas, small-batch care, and a deep respect for quality.
“We don’t use supermarket stuff,” he says. “Quality is everything.” That philosophy shows up in every detail, from the house-made black sesame and chestnut pastes to the coconut milk, which is made in-store. Even the water is part of the equation. “If you’re using a home machine and the water isn’t right, it can ruin the coffee. I learned that the hard way.”
Every cup is a reflection of care, and a reminder that the best ideas are the ones built to last.