If you’ve been reading Consuming Louisville very long you know that I don’t do negative reviews, I don’t say mean things about people. That’s not the kind of person I want to be, it’s not the kind of site I want to run. However a situation has arisen with an establishment that I’ve done so much business with that I feel absolutely compelled to write about it. From my perspective there aren’t very many positive angles to this story so unfortunately this will probably be far more negatively toned than I like things to be. Actually it will probably just be sad.

Beyond my personal interest this is a fascinating
incident that brings to question what, if any, responsibility a business
has to the neighborhood, how much loyalty customers can expect from
businesses and how, in the current economic times, can it possibly make
sense to nudge out existing paying customers in hopes of
attracting potential new ones.

B and I are part of a motley
crew that regularly eats breakfast and drinks coffee at Breadworks at
Douglass Loop. They have a good selection of baked goods for breakfast,
great coffee and it’s in walking distance for me and several of the
others in our little group. Some members of our group arrive as early as
6:30 and stay for 20 minutes, some stay for an hour and a half. Some get there at 8AM and stay until 9AM.
When I go I usually get there around 7:15-7:30, have a couple cups of
coffee and a croissant, then walk home. However it’s actually not
uncommon for me to go back again later in the day because it’s my
favorite spot for writing and sipping coffee in the afternoon. Over the
past two weeks I’ve been there twice on three different days buying
food and drink every time.

I can’t tell you how much money we
spend there because Breadworks is a cash only establishment and I don’t
track my cash spending like I track my debit card spending (though I
know I should). It is the only cash only establishment that I have fondness enough for to actually go to the trouble of making sure I have cash. Normally if I can’t use my debit card then I just don’t need
to buy whatever it is that you’re selling. But Breadworks is in the
neighborhood and it’s a comfortable hangout, so I get cash. On Tuesday
afternoon this week a father and his young son came in to get a snack
but were going to leave because he didn’t have cash. I bought their
snack for them. I don’t tell you that story to
make myself out to be a mensch, I tell you so you’ll understand the
loyalty I’ve had toward Breadworks. I bought their snack because it was
business for Breadworks and in my mind business for Breadworks was
a good thing.

A few weeks ago some changes started being
implemented in Breadworks. At first I didn’t think about them much.
Now, looking at them all collectively, the only interpretation that
makes sense is that the owner hopes to shift Breadworks at Douglass
Loop from a neighborhood cafe where people spend time lingering over
coffee and breakfast into a more fast paced, grab coffee and leave kind
of place.

The first changes were small. Blinds on the front
windows (which had been brought in and hung by customers by the way)
were removed. The chess board (also brought in by customers) was
removed. A door was place between the front of the shop and the back,
in what we guessed was an attempt to curb people coming in the back
entrance. Nothing really major there.

Then free refills were
done away with. I don’t really have an objection to this action in the
current economic climate but it’s part of the overall changes so I
wanted to mention it. Then a sign was placed on the back door
indicating that entrance was for employees only. Then yesterday came. I
hesitate on what to say here because I was not present yesterday
morning. I do not want to spread rumors or incorrect information.

What I do feel comfortable saying is this: the owner was present in the shop yesterday. In all the times I have been to Breadworks over the
past two years I have never before seen this person. She owns but doesn’t run the shop day to day. Yesterday morning when one of our group of regulars questioned her about the changes
around the shop, including the newly locked back door, he was told (and
I’m paraphrasing here) that yes, she was aware that existing customers
would probably not like the changes she was implementing and she was ok
with that. Again, paraphrasing, she said that they’d considered that
the changes they were making might run off the regulars and that was ok
because maybe they want a new group of customers. The owner of
the business said that to one of those regular customers. Essentially
told him we don’t want you or your money here.

So my friend left and
our entire group has gone as well. Heine Brothers Douglass Loop was
the recipient of our collective coffee and breakfast dollars this
morning and will probably be for many mornings after.*

I cannot
know the Breadworks owner’s mind and heart, I can only speculate. My
speculation is that she thinks the business can make more money if
people run in and out to buy their coffee and food. They won’t be
getting refills (though we’d be paying for those now), they won’t be
using napkins, the bathroom or any other resources. I think this
attitude is completely wrong. As a social media person I think the best
thing in the world you can do for your business is to create and
nurture passionate users and brand enthusiasts. Until today I was an
incredibly passionate Breadworks fan. Now, I am not. Now, I don’t
anticipate spending another dollar there. If, for example, someone
were to say to me “Hey Michelle, let me buy you breakfast at
Breadworks tomorrow” I would turn down that offer of free food and coffee. I
would say “Thank you but I’ll pass. Let’s meet at Heine
Brothers instead.”

I am very, very sad about this turn of
events, I’ve lost one of my favorite spots. But beyond being sad
I’m really concerned that what I perceive as an attitude of disdain for
customers (and the fact that our entire crew and collective networks
will no longer be spending money there) will have a serious negative
financial impact on Breadworks and then Douglass Loop will have a
struggling business or worse another empty storefront.

In the
end I guess all that matters is what the business owner wants to do.
It’s her business and she can run it as she sees fit. It just makes me
sad that the neighborhood regulars who have supported it for so long
have been made to feel unwelcome. It makes me sad that I won’t be
buying my croissants and challah there anymore. Who knows though, she owns
the business not me, maybe they’ll be doing gangbusters without me and
those of my coffee and conversation loving ilk. Maybe soon they’ll just take out the chairs and tables altogether.

*I’m going to need Heine Brothers Douglass Loop to start offering croissants. Please, please, please, please.