Same Coffee, new empire
Exclusive Austin social club acquires popular East 5th Street coffee shop
Pershing is known — by those who know these more exclusive things — for its luxe grounds and flamboyant nighttime events featuring exclusive entertainment and culinary adventures. However, its latest addition is targeting coffee lovers and remote professionals who want a little bit more than a signature cup of Joe.
The private social club announced the acquisition of Greater Goods Coffee on 2501 E. 5th for its new concept, Pershing East, solidifying its place in Austin’s hospitality community — beyond what it already represented for its inside circle, that is. The new shop is open now, and will continue to be open to the public.
The coffee shop and co-working space now offers a more casual and relaxed environment for club members and the general public alike, while maintaining the same level of sophistication and high quality that Pershing is known for. Patrons can still enjoy Greater Goods coffee onsite, and see the familiar faces of the staff that were kept onboard during the acquisition.
“The Pershing East expansion really enhances our ability to launch new experiences for existing customers, Pershing members, and Austin in general," said Pershing manager Kyle Lauterbach in a release. "For example, we are adding new items to the Pershing East menu from Pershing’s incredible food program. And there’s a big list of future surprises beyond that!”
Breakfast and lunch offerings at Pershing East include drool-worthy Italian-inspired bites from Pershing Chef Chris Galluccio of two Michelin-starred New York restaurants: Gramercy Tavern and Blue Hill at Stone Barns.
Continuing its commitment to the arts, Pershing is will be hosting artists in residence at Pershing East in an ongoing partnership with Austin-based contemporary art gallery, West Chelsea Contemporary. The coffee house guests will have the opportunity to witness opening resident Simon Berger's creation process in real-time ahead of his solo exhibit, Beauty in Destruction: The Art of Simon Berger, opening at West Chelsea Contemporary on September 23.
Pershing East and its sister joint, Pershing Hall — right across the street — are now the public venues strengthening Pershing’s private social club business. Pershing Hall continues to serve as a venue for local and national musicians, comedians, and other community artists every Tuesday through Sunday.
Pershing changed the name of the Pershing Hall Instagram to @thepershingeast, but they are still two distinct entities. Even though the account is not new, the coffee shop is.
Pershing also offers its private members an exclusive lineup of intimate concerts, culinary experiences, and "decadent parties" (according to a release) among other curated events throughout the year.
For more information on both public and private events check out Pershing’s full calendar at thepershing.com. Pershing East's operating hours are every Monday through Sunday from 7 am to 6 pm.