Introduction
In 2014, Elisa Marshall and Benjamin Sormonte embarked on what they described as a “small little dream” to open a cozy coffee shop in New York.
Fast forward to today, their business, Maman, has blossomed into a burgeoning chain of café-bakeries, bringing in nearly $50 million in sales last year. Here’s a detailed look at their remarkable journey, including the unique elements that set Maman apart from its competitors and the innovative strategies that fueled its rapid growth.
The Humble Beginnings
A Modest Vision
Marshall and Sormonte initially had no grand ambitions. “It was a small little dream that we had to open one cute, quaint, cozy coffee shop and cafe,” Marshall reminisces. This dream took shape in Manhattan’s trendy SoHo neighborhood, where they opened their first location, aptly named Maman, the French word for “mother.”
The Birth of Maman
Maman was inspired by the nostalgic memories of the couple’s childhoods. Marshall, who grew up in Toronto, and Sormonte, from southern France, both drew inspiration from their mothers’ kitchens. “Maman evokes the feeling of warmth and home, which is really the vibe that we have been going for,” Marshall explains. This emotional connection became a cornerstone of their brand identity.
Building a Unique Brand
Creating a Distinct Ambiance
From the outset, Marshall and Sormonte aimed to create more than just a coffee shop. “You’re coming here for the ambiance, for the vibe, for the beauty of the space,” says Marshall. The duo emphasized that good food and coffee can be found in many places, but Maman offers a unique atmosphere that keeps customers coming back.
Childhood Inspirations
Their menu, crafted with the help of Michelin-starred chef Armand Arnal, features French classics and cherished family recipes. Items like quiche, tartine, and Marshall’s famed chocolate chip cookies reflect their culinary heritage. Some dishes even boast a playful twist, such as the salted chocolate cookie sandwich with white chocolate ganache, a sophisticated nod to the Oreo.
Overcoming Initial Challenges
Financial Risks and Sacrifices
Launching Maman was fraught with challenges. The couple had no clear understanding of the costs involved in opening a cafe in New York. They ended up spending $250,000, depleting their savings and borrowing from family and friends. “It was one of the biggest financial risks we could ever take,” Marshall admits. Their commitment went beyond finances; they poured their time and energy into the venture, working tirelessly to get the business off the ground.
Hands-On Approach
Marshall and Sormonte, along with their family, physically constructed the first Maman location. They painted walls, installed baking equipment, and infused the space with their sweat, tears, and love. Their days started at 6 a.m., baking pastries, and ended at 8 p.m., preparing dough for the next day. This hands-on approach and relentless dedication were crucial during the initial phase.
The Turning Point
Gaining Recognition
Maman’s breakthrough came within a month of opening when New York Magazine’s Grub Street praised their chocolate-chip cookies as “NYC’s most impressive new chocolate-chip cookie.” This recognition brought a surge of customers, and Maman generated approximately $2 million in revenue during its first full year. The couple’s relentless effort and passion were beginning to pay off.
Oprah’s Endorsement
Another significant milestone was Oprah Winfrey including Maman’s nutty chocolate chip cookies in her 2017 list of “Favorite Things.” This endorsement provided nationwide recognition and further solidified Maman’s reputation.
Expansion and Growth
Strategic Investments
By 2015, feeling the strain of long hours, the couple decided to expand their team and bring in outside investors. Sormonte’s brother Julien invested $1.5 million, allowing Maman to expand its footprint. By 2020, with additional funding from private equity firm TriSpan, Maman had multiple locations across New York and Canada, and plans for further expansion.
Diversifying Offerings
Maman diversified its offerings to stand out in the competitive $49.5 billion U.S. coffee shop market. Their locations doubled as event spaces, with catering and events making up 20% of revenue. They also ventured into merchandise, selling a cookbook, apparel, and a partnership with baby apparel brand Lalo. This diversification not only increased revenue streams but also strengthened their brand presence.
Future Vision
Beyond Coffee and Pastries
Marshall and Sormonte have ambitious plans for Maman. “My vision for Maman is much more than just a brick-and-mortar, four-wall restaurant,” says Marshall. They aim to transform Maman into a multifaceted lifestyle brand. Future offerings may include dishware, vases, candles, and other home goods, further embedding the Maman brand into customers’ lives.
Continuous Growth
The couple plans to continue opening new locations and expanding their menu beyond traditional French cuisine. They hope to achieve $65 million in total revenue this year, demonstrating their commitment to growth and innovation.
Conclusion
Elisa Marshall and Benjamin Sormonte’s journey from a quaint coffee shop to a multi-million dollar enterprise is a testament to their vision, hard work, and innovative approach. Maman’s success story is not just about financial achievements but also about creating a unique, emotionally resonant brand that stands out in a crowded market. As they continue to expand and diversify, Marshall and Sormonte are well on their way to turning Maman into a cherished lifestyle brand, capturing the hearts and taste buds of customers across the country.
