Pershing Propagates New Shop on East Fifth

Pershing East recently opened to the public at 2501 E. Fifth in the space most recently occupied by Greater Goods Coffee in the Holly neighborhood.

The new cafe is an extension of the brand of neighboring local social club Pershing, owned by Kip McClanahan and managed by Kyle Lauterbach. Pershing East is headed by Lauterbach and chef Chris Galluccio, who joined Pershing last year. Galluccio helped open Higher Ground and has worked at Juniper as well as Michelin-starred New York restaurants like Blue Hill at Stone Barns and Gramercy Tavern.

Galluccio drew upon his Italian roots and hatched up focaccia sandwiches for the space’s food concept. “In Italy, focaccia is what you get at your local bodega or deli. There’s a famous Italian shop that I got inspiration from. They started in Florence, then they moved to Rome and New York. The idea is, use the best ingredients and make everything fresh every day. We bake our bread within the hour of when it goes up there for sandwiches, so you’re getting the freshest of the fresh. It’s gonna be kind of a rotating menu, but the sandwiches are our staple and we’re gonna have fun with it.”

Galluccio has also added breakfast sandwiches to the menu and emphasizes that they aim to add to the building’s legacy as a neighborhood gathering place. “We wanted to respect our neighbors. Greater Goods is a beloved place and we’re just adding to it. Rogue Radish will still be making bomb ass salads there. Hours are staying the same, and we took on the entire staff."

Greater Goods' coffee lab will turn into a lounge space for Pershing members, and the roasting room will be an art space/gallery.

Pershing East’s grand opening block party will be on September 30, and will include a pop-up market and music.

Greater Goods was founded in 2015 by husband-and-wife duo Trey Cobb and Khanh Trang. While the flagship shop has closed, fans can still buy their Greater Goods coffee online, in local grocery stores, and at the Roastery in Dripping Springs.