On December 2nd, Tina Wetzel and Emily Burrows shared their story to a group of 15 YP members. In early 2015, Tina, a native of Minnesota, received information from her realtor about a unique business opportunity in Bismarck. These two friends took a leap of faith and purchased Caffé Aroma in downtown Bismarck.
Tina and Emily both came from the food service industry. The transition from serving food and alcohol, to serving coffee went smoothly. To them, great customer service is essential no matter what you’re serving. This philosophy has been paramount to their success along with a personal touch in all of their interactions with customers.
They decided early on it was best to have no other employees, meaning all of the workload falls on them. Some of their additional services other than the drop-ins for coffee or lunch include catering and coffee deliveries. When one is out delivering coffee, it is always a challenge to run the shop alone, but a challenge they are handling well.
Most of their marketing/advertising is done by word-of-mouth. With a location in the heart of downtown Bismarck, they made a wise decision to hit the pavement early on and spread the word that Caffé Aroma was under new ownership. They quickly saw an influx of repeat business and estimated 70% of their business stems from the downtown culture. They believe marketing is all about getting the word out and building relationships.
Taking over an established business didn’t come without its struggles. Early efforts were taken to rebrand the coffee shop. They decided to keep the name, Caffé Aroma, but changed the logo to make it more modern and marketable. Overall, Emily and Tina seem pleased with the early results and are very optimistic to what the future holds. If you’d like to learn more, stop at Caffé Aroma in downtown Bismarck for lunch or a cup of coffee. They’d love to have you!