When Dawn Fletcher learned that Nature’s Best Cafe planned to close last November, she swiftly organized efforts to support the small business. Her initiatives included establishing a GoFundMe account that garnered over $5,000. Fletcher also created magnets to promote the cafe and distributed more than a thousand letters throughout the neighborhood, raising awareness. Additional community members contributed, with one offering marketing expertise and another conducting a customer survey.
Despite these collaborative efforts, the rising food costs proved insurmountable. Nature’s Best Cafe announced on social media its closure scheduled for July 31. Co-owner Evonne Cruz expressed the challenges faced, stating, “We had bingo nights and trivia nights and we’ve organized various events. We’ve been catering, but consistently working seven days a week is unsustainable. We remain in the red.”
The cafe was established a decade ago, located in a strip mall at 1904 Brookdale Road off Route 59. Evonne’s husband, Simitrio, sought to open a restaurant offering healthy gluten-free options, inspired by the dietary needs of his wife and two of their three children, who have gluten allergies. Over time, the cafe expanded its menu with a variety of dishes including hand-tossed pizzas, sandwiches, and salads, all crafted from scratch with locally sourced ingredients, a characteristic feature of the establishment. However, such sourcing contributed to the escalating costs, as noted by the owners.
Cruz highlighted the relentless rise in food expenses, impacting fundamental ingredients like meats and vegetables. At one stage, tomato prices were excessively high. Additionally, despite community efforts to boost the cafe’s visibility, foot traffic continued to decline. Although the catering business helped cover expenses, Cruz noted the need for consistent customer flow. Analytics revealed a year-over-year downward trend in customer numbers.
Cruz surmised that economic factors contributed to the declining patronage, with significant decreases evident during evening hours despite efforts to enhance social media presence and host events.
The closure is a poignant shift for the Cruz family, as emphasized by Evonne Cruz: “It is sad as it represents a chapter in our family history. Our children grew up working here, alongside neighborhood kids, witnessing their milestones like driver’s licenses and first jobs.” Simitrio’s diligent efforts, long hours, and dedication signify the depth of his commitment despite the upcoming change.
The farewell is equally challenging for Dawn Fletcher, who played a vital role in supporting the cafe through the COVID-19 pandemic, observing Simitrio’s efforts juggling a night job alongside managing the restaurant. Fletcher remarked on Simitrio being her youngest daughter’s first employer, appreciating his compassionate approach: “Simitrio is family. Every young person should have the fortune of starting their career with a considerate and patient boss.”
Fletcher plans to keep the GoFundMe open to assist Simitrio during this transitional period.
Leave a Reply