“You know I’ve always been impressed by shops that persevered over the decades. They are not there for a quick buck but are serious to build their business to last a long time. There is nothing but respect when I see on their signage their origin years... ‘since 1950’, ‘since 1990’, ‘since 2000’,” Joe said to his wife, Jane.
They were standing across the street admiring their shop. Aptly named Since 2020, Joe made sure customers will be awed by the longevity of the cafe decades down the road. He had the ambition to make it the most popular sidewalk cafe in his suburb town. He even dreamt of it being the destination for city dwellers seeking solace.
Business was brisk. Customers flooded in for breakfast, lunch and dinner. The momentum was relentless even during low peak hours when Joe and Jane thought they would have a breather. On the first few days, food and beverages ran out quickly but were restocked rapidly, thanks to their efficient staff and suppliers.
Both husband and wife were on the floor serving and clearing tables. They met and interviewed customers for feedback and comments so that they could improve.
“How did you like your meal?”
“Did you enjoy yourself?”
The answers were very encouraging. Most customers praised the great atmosphere, good food and memorable experience. Joe and Jane were relieved and saw their future to be rather bright. Unfortunately, a great barrier laid ahead. Barely a month had passed when the World Health Organisation declared a worldwide COVID-19 pandemic. While the graphs of infections started to rise, sales figures plunged. When a lockdown was implemented, revenue plummeted to a catastrophic level.
Customers were not allowed to dine in. Outdoor activities were discouraged except for essential services. The cafe’s brief existence was not enough to drag customers over to takeaway food and drinks. Joe and Jane were forced to temporarily halt their business.
“I’m sure it’s only for a short while, dear. Things will blow over,” Jane tried to comfort her husband but both knew the words lacked conviction.
“Whatever it is, we need to look after our two staffs, too. Letting them go must be the last resort,” Joe said.
The global outlook was not good. Every day, negative news populated the headlines. World economies were devastated. Mega companies started to shrink and employees were the first to go. Smaller businesses began to close.
Joe and Jane invested a significant portion of their savings in their cafe. The rental was high for such strategic real estate. The renovation, although simple, cost an arm and a leg because they opted for quality finishes, furniture and equipment. They were there for the long haul but they were not so sure anymore.
For the first fourteen days of the lockdown, they sustained with the profits from the first month. On the next fourteen days, the rent, loans and bills piled up. Still, they persevered. Their worst nightmare came when the government extended the lockdown for another month.
They could pay the utility bills but had to start digging into their reserves to serve the rent and loans.
Like most food businesses, Joe and Jane signed up with third-party delivery services. The commission was high so they were forced to build the cost in. Business was lukewarm at best. Although the dining experience was pleasant, customers quickly forgot about the cafe. In difficult times, people went for common and cheaper food instead.
Joe decided that they had to tell their story in social media and hoped that people will notice and sympathise. Both of them talked briefly about how they got started. They had a one-year-old baby so they decided to quit their jobs and start their own business. They needed the flexibility to balance between family and work. Their journey was not unlike many other entrepreneurs but worth sharing, nonetheless.
A week went by without any improvement. Then, with a stroke of luck, one of their customers shared their plight and, miraculously, others started spreading their posts. People started to notice. Delivery orders increased, just enough to settle monthly commitments. Their landlord came to her senses and decided to grant them rental relief.
Since 2020 endured one month after another. When the number of infections greatly reduced, the lockdown was replaced with a less stringent control order. Dining in was allowed but seating had to be reduced so that social distancing of at least a metre could be observed. As a result, the dine-in business was halved from before but delivery sales managed to supplement their income so that they just broke even.
Eventually, customers returned and so did their reviews. One particular comment attracted Jane’s interest when she was flipping through the responses on social media platforms.
“I love the sunset view of this wonderful cafe. Their service is top-notch. The food is good and accompanied by a cup of coffee, it’s one of life’s greatest pleasures,” Jane read to her husband. “But, life is never going to be the same again. Something is missing but I can’t quite place what it is.”
“Ditto!” Joe had a sympathetic look. “So many changes in such a short time. No one was prepared for this. It’s going to take some time to adjust.”
“We had a close call. I’d count our blessings. We are so new but thankfully we got noticed.”
“You got that right. So many others had to close down permanently.”
They leaned against each other and held hands. They stood by the doorway and looked beyond the horizon as the sun started to set. They only had a brief moment before a customer interrupted to ask for a spoon but it was a couple of minutes well spent.
“Yes sir, one spoon on the way, “ Joe said.
In the months that followed, they managed a small profit. Festive seasons came and went. It could not have been sooner, but they were on the eve of a new year. When they first opened, Joe and Jane had their minds set for a big new year’s eve bash. Unfortunately, it was still not possible. They closed early and the day ended on a quiet note.
“This is no more than a stumbling block,” Jane assured her husband. “Things will be better in 2021.”
Faint sounds of fireworks in the distant signalled a new year had begun. They went outside to catch a glimpse. Trees covered most of the night sky. Occasionally, a missile flew high enough before it burst into a display of light like a time-lapse of a blooming flower.
“Happy New Year, darling,” Jane leaned on her husband.
“May the year ahead be filled with greatness,” Joe wished.
-End-
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