Drumroll, please: Rocker’s coffee cafe opens in North Attleboro

(WPRI-TV, Madeline Wright)

NORTH ATTLEBORO, Mass. (WPRI) — A legend of a rock drummer cut the ribbon Friday morning on the “Rockin’ and Roastin’ Cafe,” catering to coffee connoisseurs, on South Washington Street in North Attleboro.

Joey Kramer, the drummer for Aerosmith, is the big name behind the “Rockin’ and Roastin'” coffee brand, which has been stocked in grocery stores across the country since the summer of 2013. The cafe is the first brick-and-mortar branch dedicated to the company’s coffee. Car dealer Ernie Boch, Jr. is a partner in the enterprise.

“God, I couldn’t feel any better. It’s great. It’s a dream come true for me,” said Kramer.

The cafe’s atmosphere matches the milieu of “The Bad Boys from Boston,” with dark and bold colors, funky lighting, plush seating, and decorative drums and cymbals hanging from the ceiling. Music and coffee fans sipped from cups for Friday’s opening.

Kramer told Eyewitness News he first got into the coffee game after a trip to Italy. A cup of coffee he had there was “terrible,” he said. He was determined to build a better cup.

Of course, other, bigger companies, have tried to enter New England markets and failed — because of java Goliaths. Need one mention Dunkin’ Donuts, Starbucks, or even Honeydew Donuts?

The Rock and Roll Hall of Famer is confident that he has a superior product to Dunkin and Starbucks because his restaurant uses fresher, more organic ingredients. The brand also has a track record of using the more traditional method of growing coffee beans in the shade, instead of in the sunshine, as some coffee growers have started doing.

Premium baked goods are also on the horizon for the cafe. While bagels and other single-serve pastries are already in evidence, a sign reads “Coming Soon,” next to a large flat box labeled “Big Ten Inch Cinnamon Walnut Coffee Cake.” A green-and-red dragon adorns the box, appearing to reach for a slice.

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