Quarantine has impacted everyone in vastly different ways. From those on the frontlines whose workload has increased dramatically, to those who may have faced layoffs and have had to make difficult decisions as to how to get by. In my case, working for a small local coffeehouse in Chicago, we were somewhere in the middle.
Two Hearted Queen is a small coffeehouse, locally owned and operated just a few blocks southwest of Wrigley Field. Open for five years it just recently had the opportunity to expand to a second location a neighborhood over in Chicago’s Historic Boystown neighborhood. LGBT owned and fiercely independent, Two Hearted Queen is an answer to the corporate chain coffee rampant in metropolitan areas. Along with many small businesses upon the outbreak of COVID-19 and shutdown orders, it was faced with the difficult decision to adapt to the current situation or shut its doors.
I work on the marketing side of things for Two Hearted Queen. I was responsible for the marketing rollout of the new Boystown Location as well as the day-to-day communications for the coffeehouse and overall graphic design. The quarantine shifted all focus away from growth of the business to survival. With the stay home orders, restaurants are only able to do carryout. The shop had never done carryout orders before and had no online platform for it. So people would have to pile into the shop to order and take it to go which is a major public health concern, or we were going to have to figure out online ordering, and quickly. In addition to that how was the shop to maintain the livelihood of the hourly staff amidst the shutdown when hours had to be cut dramatically to save cost?
It’s easy to feel defeated, when we realized we had to temporarily shut the doors of our new location and focus on our home base it felt like everything that had been built up over several months and years was coming to a halt. Baristas were stressed, patrons were concerned, collectively as a community we’ve seen better days. It’s easy to get stuck in your ways and think that there’s only one way to do things.
Your character is infinitely better defined by how you respond when you are faced with adversity than with prosperity.
With one coffeehouse closed, it wasn’t an option for the second to go. We had to mobilize like much of the country has had and pivoted our entire business model. No one would have blamed us if we just closed up entirely, but within a week we had built an online store that in a day accounted for 25% of all pick up orders, and within three days we were able to shift to an online pick up only model to where there was no physical contact with patrons. In addition to online ordering a fundraising campaign was launched to provide financial relief to baristas and in just one week it has raised over $18,000. We were blown away by how generous our supporters were, but how well the carryout adaptation worked.
Now the shop is experiencing a much more exciting predicament, not only is the online carryout an option, it’s popular. With people seeking safe ordering options paired with a desire to support small business our mornings at the coffeehouse have been lively, forcing us to work in a brand new way to adapt to the new system. Between the online ordering, relief fund, and some new marketing we were able to find a way to find some stability in these uncertain times.
We still don’t know what changes could come as soon as tomorrow, but in the meantime we’ve found a way to succeed and make a bad situation slightly better through thinking on our feet. For chapters out there, find ways to turn this situation into a win. It may feel like your semester is entirely derailed and everything you’ve built is coming to a standstill, but think about what can you do today to keep momentum going. It’s up for you to decide if this is going to set you back or force you to propel forward.
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