After “Cash Mob”, Cafe Struggles
“Cannoli Guy” Clark Heighton said a widely reported “cash mob” helped business for a while, but that quickly slowing sales may force him to close.
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Less than a month ago, “Cannoli Guy” owner Clark Heighton was ecstatic about the future of his downtown espresso and dessert shop near Pleasant and Main St.
The small cafe, nestled in the side of Two Paisans Pizza, was chosen for the city's first “cash mob,” a social media trend in which a large group of customers – encouraged by online campaigning – visit a local business as a way of providing short-term economic stimulus.
Malden Patch and other local media wrote about the mob, with Heighton reporting a larger-than-expected turnout:
“I really do not know how or where to begin to thank all the patrons who came out today,” Heighton wrote on Malden Patch's Facebook wall.
“...We have struggled along for six months now and have nearly closed the doors twice. All we wanted was to get caught up with our bills so we could continue on another six months and today we surpassed our goals...the Cash Mob was an enormous success.”
Less than a month later, Heighton said sales have slowed so below his projections that the shop is “in dire straits.”
“I truly need to see some support at the cafe,” he tweeted to his followers Wednesday. “Please come in and help us out...help us stay open.”
Heighton told Malden Patch he needed to raise a significant amount of money “as soon as possible” or would be out of business.
“My accounts and bills are piling up,” he said. “The cash mob was great (as well as) the few days after. But that was it.”
“Everyone seems to be talking about (us) and it is all good,” he concluded. “But no one is coming to the cafe.”
The store provides espresso, coffee and a variety of Italian desserts.
TG's Mom
8:14 am on Thursday, April 26, 2012
I think the issue is that no one knows you exist inside the restaurant. Have you thought about reaching out to the local italian restaurants to see if they might advertise for you as well?
Phe
1:04 pm on Thursday, April 26, 2012
I had no idea that this guy was there until reading this. I so want a cannoli now...but what are his hours?!
Jennifer
4:01 pm on Thursday, April 26, 2012
Phe I think he's open until 8pm which I never realized until the Cash Mob. I love the desserts there. Cannoli are delish and the kids loved the triple chocolate brownies.
J
12:11 am on Friday, April 27, 2012
What would really be nice is if that whole section of Pleasant Street had a sign makeover. I thought the Cannoli Guy was part of Two Paisans.
It is crucial to this city that he not shut down. If we have another small business move out of here, it's going to really speak ill of how well businesses can thrive here, thus dissuading any others from opening up anything at all -- and rightfully so.
That said, why can't this guy move into one of the 50 other empty storefronts in town? Maybe somewhere with more parking, more storefront.....
Ken Howard
1:16 pm on Sunday, April 29, 2012
Ultimately if this business fails, I don’t blame the city. The blame falls on the people.
The cash mob was a success, lots of people showed up. Review after review all say the same thing, this is a great place.
I visit the Cannoli Guy about once a week. Almost every time I’m there I see at least one new customer walk in.
This place can easily succeed if all the people who claim to like this place simply visit it on a regular basis. That’s it, a simple and easy solution. No business in Malden can succeed without repeat customers.
Instead of more marketing ideas, parking complaints, sign complaints, just show up and get some great coffee and desserts. We all this business exists, and where it is.
Phe
10:46 am on Monday, April 30, 2012
Well gosh, Ken. After seeing this article, I did do just that. I went and visited and bought a half-dozen cannolis and had some wine too. And it was fantastic! But I would point out that even though I drive by this location every day, I never knew it was there until reading this (no signage). So, yeah. There are some legit concerns here, signage and parking being chief among them. Now that I know, I'll continue to patronize as often as I can.