For New Yorkers and visitors alike, the blue, white, and gold coffee cup emblazoned with “WE ARE HAPPY TO SERVE YOU” is an instantly recognizable symbol of the city. You’ve likely seen it everywhere – in the hands of busy commuters, perched on deli counters, and even making cameos in iconic TV shows like Law & Order, Mad Men, and The Sopranos. This seemingly simple cup has become so ubiquitous that many might not pause to consider its origins or the story behind its Greek-inspired design and that welcoming phrase, “We Are Happy To Serve You Cup”. Today, we’re diving into the fascinating history of this New York City icon.
The story of New York’s Greek coffee cup begins with its official name: “Anthora.” This name itself is a nod to the Greco-Roman amphora, an ancient vessel used for storage and transport. Look closely at the cup’s design, and you’ll see an illustration of an amphora, prominently featured alongside the now-famous slogan and a classic Greek key border. All of this is set against the backdrop of the blue and white of the Greek flag, creating a clear visual link to its heritage.
Greek coffee cup
From Greek Immigrants to a City-Wide Symbol of Service
The emergence of the Anthora cup is deeply intertwined with the wave of Greek immigrants who arrived in New York City in the early 20th century. These newcomers brought with them not only their culture but also a deep appreciation for coffee. This led to a boom in Greek-owned coffee shops, diners, and carts across the city – at one point, numbering over 600. Recognizing this growing market, in 1963, the Sherri Cup Company sought to create a standardized coffee cup that would appeal to these Greek food vendors and restaurant proprietors.
Enter Leslie Buck, the Marketing Director at Sherri Cup Company. Buck, understanding the importance of a welcoming message, conceived the now-iconic slogan: “We are happy to serve you.” This simple yet heartfelt phrase, combined with the Greek-inspired design, proved to be a winning formula. The Anthora cup quickly became the quintessential “go-to” coffee cup in New York City, synonymous with the city’s bustling coffee culture and the friendly service found in its many local establishments. It wasn’t just a cup; it was a small gesture of hospitality, a “we are happy to serve you cup” in every sense.
The Rise and Peak of an Icon
The Anthora cup’s popularity soared, reaching its peak in 1994 with an astounding 500 million cups sold. The New York Times even hailed it as “perhaps the most successful cup in history,” a testament to its widespread adoption and cultural impact. Its iconic status was further solidified in 2003 when the Museum of Modern Art (MoMA) recognized its design significance by creating and selling a ceramic version of the cup. This cemented the Anthora not just as a disposable item, but as a design object worthy of museum recognition.
Alt text: Collage of various coffee scenes in Greenwich Village, New York, highlighting the historical coffee culture and inviting viewers to explore a coffee tasting tour.
Challenges and the Enduring Legacy of “We Are Happy To Serve You”
However, the landscape began to shift. In 2005, Sherri Cup Company was acquired by Solo Cup Company, and Anthora sales started to decline, falling to 200 million. This downturn was largely attributed to the increasing presence of Starbucks in New York City starting in 1994, and the diversification of restaurant ownership with new waves of immigrants from various backgrounds. The once-ubiquitous Anthora cup, the standard “we are happy to serve you cup”, became less common, leading The New York Times to poignantly label it as “one of those endangered artifacts.”
In 2006, Solo Cup ceased large-scale distribution, but recognizing its enduring appeal, they maintained the iconic design by selling licenses to restaurants and souvenir shops. The story took a positive turn in 2015 when the Dart Container Company, the current owner, responded to public demand and officially brought back the Anthora cup for wholesale distribution. Linda Greenman from Dart Container Company proclaimed, “The Anthora became an iconic symbol in and of New York City. Coffee sellers and drinkers don’t have to settle for pretenders anymore. The true Anthora – called iconic, ubiquitous and symbolic in its heyday – is ready to take its place as the comeback cup.”
Greek coffee cup
Variations on a Theme and Lasting Symbolism
Today, while different companies produce versions of the Anthora, resulting in slight design variations, its core identity remains. As early as 2005, The New York Times interviewed a collector who had amassed Greek coffee cups with diverse designs, some even replacing the amphora with the Statue of Liberty, and others featuring a discus thrower. Premier Cup also produces a version with a discus thrower, showcasing the cup’s evolving interpretations while keeping the central theme.
Greek coffee cup
Despite these variations and perhaps being less ubiquitous than in its heyday, the Anthora cup retains its novelty and symbolic weight. NYCoffeeCup proudly markets itself as “The One and Only, Genuine, Original New York Coffee Cup,” underscoring its unique place in the city’s cultural fabric. What began as a marketing strategy to appeal to Greek vendors has transcended its original purpose, becoming an enduring symbol of New York City itself. It represents the city’s dynamic immigrant history and its welcoming spirit. The “we are happy to serve you cup” is more than just a coffee container; it’s a tangible piece of New York City’s identity, a reminder of its history, and a symbol of the city’s enduring promise of service and hospitality.
Alt text: Image promoting a Greenwich Village Coffee Tasting Tour in New York City, inviting coffee enthusiasts to explore the city’s rich coffee heritage.
