In November last year, Dawn Fletcher responded swiftly when she learned Nature’s Best Cafe was set to close. She initiated a GoFundMe campaign, raising over $5,000. Additionally, she created magnets to promote the business and distributed more than a thousand letters in the neighborhood.
Other community members contributed; one neighbor provided marketing expertise, another conducted a customer survey. Despite these efforts, rising food costs were insurmountable. The cafe announced on social media it would close on July 31.
Nature’s Best Cafe, opened a decade ago at 1904 Brookdale Road off Route 59, was founded by Evonne Cruz and her husband Simitrio. With years of experience in the food industry, Simitrio aimed to serve healthy, gluten-free meals, inspired by his family’s gluten allergies.
The menu evolved, offering hand-tossed pizzas, sandwiches, and salads, made from scratch and using local ingredients. While sourcing local ingredients was a distinctive feature, it also increased costs. “Nothing has gone down. If anything, it’s gone up more,” Evonne Cruz explained about food prices.
Foot traffic decreased despite community efforts to promote the restaurant. “We worked on beefing up our catering, which paid our bills,” Cruz noted, but regular customer visits were crucial. Analytics showed a drop in customer visits yearly, with evening traffic suffering the most. Cruz suggested the economy might be affecting numbers, despite hosting events and boosting social media.
Closing the cafe is challenging for Cruz, who reflects on family memories tied to the business. “It is sad because it’s a chapter in our family… our kids all worked at the cafe,” she shared, noting Simitrio’s dedication. “He’s given it his best shot. It’s a challenge to change chapters.”
Fletcher is emotional about parting with the cafe, having witnessed Simitrio’s hard work, balancing a night job during the pandemic. Her daughter regarded Simitrio as her first boss. “Every young person should have a patient and considerate boss,” Fletcher remarked.
The GoFundMe remains open to aid Simitrio’s transition.