\n\t\t Entrepreneur \t<\/p>\n
\n\tThis article is part of the America’s Favorite Mom & Pop Shops series. Read more stories<\/p>\n
For Elisa Marshall, co-founder of Maman caf\u00e9s, entrepreneurship started in childhood\u2014helping her parents sell antiques on eBay at 13 and running lemonade stands. Torn between multiple passions, it wasn\u2019t until she moved to New York City that a longing for home sparked the idea for Maman, a coffee shop rooted in nostalgia but built for the bustle of the city.<\/p>\n
Marshall designed a space that broke the mold of \u201cindustrial chic\u201d New York City caf\u00e9s. Wanting to create a welcoming space that felt like home, she named the business Maman (\u201cmother\u201d in French) and drew from her skills in fashion, food and interior design to transform the typical caf\u00e9 experience.<\/p>\n
Related: This Venezuelan Entrepreneur Craved His Favorite Comfort Food \u2013 So He Started a Business Selling It<\/b><\/p>\n
\u201cA lot of people in New York City don\u2019t have dining room tables for four, let alone [the space to host] a big group of people. Sometimes they don\u2019t even have kitchens in their apartments. So we really wanted to create that extension, that home-away-from-home vibe,\u201d Marshall says.<\/p>\n
From the very beginning, attention to detail set Maman apart from its competitors. Despite the upfront cost, Marshall insisted every cup, plate and chair be different \u2014 painstaking for her suppliers but crucial for the signature \u201clived-in\u201d look she was going for.<\/p>\n
Scaling that highly personalized feeling was a challenge as Maman grew. Marshall had to decide what to standardize and what to keep personal when she opened new locations. Chairs and tables became uniform, but Marshall still scours antique fairs and garage sales to maintain Maman\u2019s iconic, mismatched china.<\/p>\n
Related: They Built Their First Restaurant With Their \u2018Bare Hands.\u2019 Now They Have 380 Locations.<\/b><\/p>\n
This hand-crafted ambiance extends to Maman\u2019s digital presence. Every touchpoint, whether email, Instagram or Uber Eats packaging, reflects the brand\u2019s aesthetic.<\/p>\n
\u201cEverything from fonts to tone of voice to color palettes that we use [contributes to brand consistency],\u201d she says. \u201cAnyone can send out a basic email, but we have an incredible graphic design team and marketing team that appreciate and understand finding the beauty and telling our brand story throughout.\u201d<\/p>\n
Another challenge is meeting customer demand while still innovating and keeping the menu fresh. About 60% of Maman\u2019s offerings are core classics that regulars expect, but there\u2019s always room for creativity, trends and seasonality. This willingness to experiment keeps both the team and customers engaged.<\/p>\n
\u201cNo one wants to have a hot butternut squash soup in August in Miami,\u201d Marshall says. \u201cSo making sure that what we offer is relevant to the location and season [is important]. [There are also] a lot of opportunities to work with local farms [and] get much better produce when you\u2019re working with seasonal ingredients.\u201d<\/p>\n
Related: He Grew His Small Business to a $25 Million Operation By Following These 5 Principles<\/b><\/p>\n
In terms of advertising, Marshall knows there\u2019s nothing better than word of mouth. When Maman\u2019s honeycomb tahini latte became a viral sensation, it wasn\u2019t a paid marketing blitz that started the craze but an ecstatic fan posting about it online.<\/p>\n
\u201cWe believe in very organic advertising, and we don\u2019t do any paid influencer advertising,\u201d Marshall shares, emphasizing that any customer can be a brand ambassador.<\/p>\n
\u201cOur moms who come in, who will talk to the other moms and carry their Maman cup to school pick-up \u2014 those are our true influencers. Those are the ones who end up driving the traffic and planning the after-school dates and the after-drop-off coffee meetups with the girlfriends.\u201d<\/p>\n
Maman also enhances its customer experience through in-person and online feedback. From reading every Yelp review to empowering her team to gather and track both customer and employee input, Marshall keeps a keen eye on areas for improvement.<\/p>\n
\u201cCultivating a positive environment about reviews is very important,\u201d Marshall says. \u201cOn the flip side, I think it\u2019s equally as important to receive feedback and reviews from our employees. Because they\u2019re the ones who are front-of-house. They\u2019re the ones who know the most, and we have them send reports weekly to us as a store.\u201d<\/p>\n
For example, when Marshall heard from a busboy that customers weren\u2019t eating the mixed greens that came with sandwiches, she removed them to prevent food waste, reducing prices as a result. Small changes like this can not only save the company money but also reduce environmental impact and increase customer satisfaction.<\/p>\n
With cookies that made Oprah\u2019s favorites list and a brand that treats each guest like family, it\u2019s clear Marshall\u2019s \u201chome away from home\u201d is a movement more than a menu.<\/p>\n
Related: These Brothers Turned a 2-Man Operation Into One of the Most Trusted Companies in Their Area. Here\u2019s How.<\/b><\/p>\n
Key lessons from Marshall\u2019s journey with Maman include:<\/p>\n
Watch the episode above to hear directly from Elisa Marshall, and subscribe to <\/i><\/p>\n
Behind the Review<\/p>\n
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Editorial contributions by Kristi Lindahl and Emily Moon<\/i><\/p>\n
This article is part of our ongoing America\u2019s Favorite Mom & Pop Shops\u00ae<\/span> series highlighting family-owned and operated businesses.<\/i><\/p>\n<\/p><\/div>\n