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Paloma Coffee & Bakery

349 Union Avenue

SPECIALTY

Paloma Coffee & Bakery is a specialty coffee shop located in New York. Check in here with the Pulled Coffee app to earn real cash rewards. Specialty shops count toward all challenges including Pulled 50, Pulled 100, and Pulled 300.

Paloma Coffee and Bakery occupies a window-service storefront at 349 Union Avenue in Williamsburg, a few blocks east of the Williamsburg Bridge ramp. The shop pours single-origin coffee roasted locally in Brooklyn alongside a baked goods program that runs savory pop tarts, olive oil cake, and laminated pastries that change with the season. There is no indoor seating, just a bench outside the window for lingering. The owner greets regulars at seven each morning and points to the pastries worth trying. The cafe has grown to three locations across Williamsburg and Greenpoint, with this Union shop one of the smaller ones. Open weekday mornings through one in the afternoon. Order a single-origin pour-over with a savory pop tart if you came for the menu Paloma built its reputation on. Order an iced latte and the olive oil cake if you want what regulars order on the bench out front.

About New York

Joe Coffee opened on Waverly Place in Greenwich Village in 2003, founded by Jonathan Rubinstein, and is generally treated as the first specialty cafe in New York City. The opening predated the broader Brooklyn third wave by several years and trained a generation of operators who later opened their own bars across the boroughs. Joe Coffee was instrumental in establishing what became the recognizable Brooklyn-style specialty cafe, even though the founding room sat in Manhattan.

The wave that followed reshaped the city. Cafe Grumpy opened in Greenpoint in 2005, founded by Caroline Bell and Chris Timbrell, and built out a roasting program alongside its retail bars. Abraco opened in the East Village in 2007, founded by Jamie McCormick, and ran a small standing-room counter that became a reference point for espresso discipline. Stumptown Coffee Roasters opened its first New York City location inside the Ace Hotel on West 29th Street in 2009, which marked the moment the West Coast specialty wave fully crossed the country. The Ace Hotel bar still operates and remains one of the most photographed cafes in the city.

Through the 2010s the network thickened. La Colombe, founded by Todd Carmichael in Philadelphia, opened multiple New York City locations from the early 2010s onward. Variety Coffee Roasters built outward from Williamsburg. Devocion, a Colombian-owned operation, opened in Williamsburg with a focus on direct sourcing from Colombia. Sey Coffee opened in Bushwick and runs one of the most technically demanding roasting programs in the country. The result is a city where the top of the specialty market matches anything in Melbourne or Tokyo and where the working bar density across Brooklyn and Manhattan is among the highest in the world.

New York's coffee culture sits inside the broader register of the city: dense, fast, expensive, multilingual. Neighborhood bars in Park Slope or Astoria work as community rooms. Manhattan operators run on commuter and office traffic. The full network covers more than a dozen neighborhoods across four boroughs, and a serious circuit moves through Williamsburg, Greenpoint, the East Village, the West Village, Bushwick, and Long Island City within a single weekend. Prices have climbed steadily since 2015 and a flat white at a central specialty bar in 2026 lands at six to eight dollars.