Catching Up with Clients: Buunni Coffee

Just before the pandemic, Buunni Coffee was poised to become a major player in NYC coffee. Co-founders Sarina and Elias were ten years into running their company and had just opened their fourth location in Northern Manhattan. Then came COVID-19.

Like so many other small businesses, Buunni faced an uncertain future when the pandemic hit. With business at a standstill and rental arrears mounting, Sarina and Elias were forced to confront the very real possibility of having to close multiple storefronts—a devastating setback to Buunni’s next phase of growth. Negotiating with landlords for multiple leases was especially challenging during such a stressful and unpredictable time.

Fortunately, the couple connected with the small business team at Build Up Justice NYC. Our Community Economic Development staff were able to clear the dark clouds for Buunni, clearing the arrears and securing rent reductions for two locations, extending the lease on one, and closing another location comfortably. It allowed Buunni to move forward and operate their business from a position of stability.

“I still remember so clearly the relief that I felt when our attorney took our case,” Sarina said. “The tone of the whole thing changed, and it took a huge pressure off of me.”

Since then, Sarina and Elias have gotten right back on track. With their cafes in stable condition, they were able to build out their online delivery market, reaching customers beyond their neighborhood. The next milestone arrived when Buunni Coffee landed on the shelves in Trader Joes in 2022. Over the next three years Buunni’s reach spread to their stores across the entire Northeast. But as their business grew, making the trek down from Washington Heights to the roastery in Brooklyn became increasingly challenging. The couple knew they were ready for the next step.

“The thing with small businesses and entrepreneurship is it’s always shifting and moving and changing,” Sarina said. “You always ask yourself ‘is this an opportunity or is this a distraction?’”

Sarina and Elias took the leap to scale up their wholesale business and opened their own roastery, the Roasting Room—which Sarina notes is the first specialty roastery in the South Bronx. The new operation has transformed Buunni Coffee into a supplier for cafes and shops around the city. So, whether you’re having a morning cup at home or grabbing it to-go, there’s a good chance you’re sipping Buunni Coffee!

Working with Build Up Justice NYC allowed Buunni to keep striving for more, Sarina said.

“I think the best feeling is having choices and not feeling like you don’t have options,” she said. “That’s a really important shift from where we were during the pandemic and when everything felt like it was closing in. Now, we have the choice to assess opportunities.”

It’s now been 13 years since the first Buunni location opened its doors. Now with two cafes in Pinehurst and Inwood, Buunni remains committed to its Northern Manhattan community. The Inwood location regularly hosts chess and Spanish classes, open mics, and features local artists—part of Sarina’s philosophy for Buunni is “coffee and…” that goes beyond just the java.

For the coming year, Sarina is focused on investing in her wonderful staff. Many of the team of roughly two dozen are long-time employees—some from the very start—and it’s something Sarina is proud of in the ever-fluctuating food and beverage service industry.

“We’re talking a lot about learning together—that learning is the vehicle for continued growth.”