Creating New Revenue Sources and Delivery Methods Proved Successful for Simply Mae's Cafe

A mother and daughter team of entrepreneurs in Story City, Iowa, is serving their small community in several important ways -- with some help from RestaurantOwner.com.

Cande Coulter and her daughter Jessi own and operate Simply Mae's Café, a brick-and-mortar lunch spot, Finley Mae, the "Mae" in Simply Mae's, is Coulter's granddaughter, named after her great-grandmother Brenda Mae. "Our hope is that our business shares a past, present, and future for Finley."

The business started as a women's boutique in 2019. "We had the opportunity to purchase assets from an existing cafe and move our business a year later," Coulter recalls. Last year, the pair opened the cafe and incorporated the boutique in order to consolidate space. "I have been saying for many years that I would like to have a food truck or small cafe with a very simple concept. When the opportunity came along we took it, as our boutique was successful and we were ready to grow our business."

According to Coulter, RestaurantOwner.com helped her "rationalize the chaos of the constant unknown by hearing from other business owners and learning that my business was in the same boat as others' -- actually, in some cases better because our state was not as restrictive."

Revenue Streams

The year just ended proved that both businesses could be successful for different reasons. The boutique temporarily closed due to government regulations, while the cafe was able to remain open with carryout. Since the boutique had a higher gross profit margin, Coulter explains, "We needed to create other revenue streams for the Cafe. This is when we implemented the family meals to go, produce boxes, paper products, cleaning supplies, etc."

The pair recently moved their boutique again, and now occupy two corners of the main intersection of their downtown area. "This allows us to have more dining available with social distancing and the opportunity for events as we determine the future." Their customers are locals from the small community and surrounding areas. "They love that we think outside of the box with our business, and are always watching to see what's coming next."

A comparison to pre-Covid times is, for obvious reasons, difficult. "Having just opened and then shut down, I can't answer that question. I don't know what 'normal' would have looked like." The owners immediately offered family meals to go and established pre-orders of fruits, vegetables, household paper products, and cleaning supplies. They also offered curbside delivery and carry out.

The operation offers delivery service to local school staff, recognizing that their lunchtime is limited. "Either they pack their lunch or eat school lunch," Coulter explains. "We want to supply another option. This is something new we do on Tuesdays only, as our cafe is closed to the public."

One of the partners' best decisions has been working with their food supplier to allow customers to pre-order groceries online. "It really was supplying basic essentials, but we were preventing a trip to a store during a time of uncertainty about how the Covid-19 virus was spreading. We were the peace in the chaos for many people during a very unsettling time."

Later this year, Coulter hopes to begin presenting speakers, musicians, art classes, and wine tastings, and "use our location, which is currently only open for lunch, for additional revenue." The two are going into 2021 "as if things are normal. At least this is what normal is now. We're setting our goals and practices and planning for the future without the anxiety of needing to pivot at the last minute. We proved to ourselves that we can do it."

Coulter's message? "Don't give up. Your concept can work with a few changes."