Brett Williams
Brett Williams
If you’ve ever walked the streets of New York with a steaming cup of coffee in hand, chances are it came in a blue-and-white paper cup that proudly reads, “We Are Happy to Serve You.” New York’s iconic blue simple and cheerful cup, has become a cultural icon of NYC, symbolizing everything from Greek-American hospitality to the gritty energy of a morning in Manhattan. But where did it come from? And why has it endured?
Let’s take a closer look at the history of the blue coffee cup that helped fuel New York City.
The Birth of an Icon: Designed in 1963
The blue cup’s origin dates back to 1963, when Leslie Buck, a Holocaust survivor and marketing director at the Sherri Cup Company, sought to create a paper cup that would appeal to New York’s thousands of Greek-owned diners and delis.
He designed the cup using traditional Greek elements:
- Greek amphoras (vases) on each side
- A bold, blue-and-white color scheme, echoing the Greek flag
- A friendly, service-forward slogan: “We Are Happy to Serve You”
Buck never earned royalties for the design, but he gave New York a lasting legacy. I drink from mine (displayed) twice daily. It’s just a cool piece.
“No matter where you are in the world, drink from it, and you’re back on 5th Ave.“
– Brett Williams
Coffee, Culture, and Deli Counters
Throughout the 1970s to early 2000s, the cup was everywhere in NYC:
- Street carts
- Corner bodegas
- Luncheonettes
- Greek diners across the five boroughs
More than just a paper vessel, the cup captured the spirit of New York’s working-class hustle. It was fast, affordable, and comforting, a daily ritual in your hand. Today you may see variations at some of the food carts, I assume a trademark work around. But like they say, success has many imitators.
Final Thoughts
For visitors to New York City, the “We Are Happy to Serve You” cup has become more than just a coffee container, it’s a souvenir of authentic city life. You’ll find ceramic replicas at The Met gift shop and New York Public Library gift shops.
Happy travels
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