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.
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.
“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.