John B. Marek is a storyteller with dirt under his nails who weaves tales inspired by a lifetime immersed in nature. His insightful essays and award-winning fiction delve into the complexities of sustainable living, the heart of rural communities and the thrill of outdoor adventure. You can find more of his writing at johnbmarek.com.
Just after the holidays, I drove up to my mountain property. It wasn’t a work trip or an outdoor adventure; I just wanted to check on things and secure the place for winter. I didn’t expect to be there more than a couple of hours, so I wasn’t in a hurry and decided to stop in Elkin for a cup of coffee and a donut at a downtown shop called Dirty Joe’s. I had fond memories of the place. The proprietors were always friendly and I had spent many hours there over the summer and fall of 2023, writing parts of my book, “Falling Up the Hill.” The cozy atmosphere, the smell of freshly brewed coffee and the hum of conversation made it a perfect creative haven.
But with all the work I’d been doing at my property over the past year, I hadn’t visited in a while. When I pulled up outside, I noticed the sign was gone and the window blinds were closed. A quick look verified that the door was locked and the space was empty. Dirty Joe’s was no more.
It made me sad, and I felt a pang of guilt that I hadn’t done more to support them over the past year. Of course, I knew that a couple dozen cups of black coffee and a few maple-iced donuts wouldn’t have made much of a difference in the grand scheme of things. But the closure of Dirty Joe’s got me thinking about the fragile economics of small businesses, particularly independent coffee shops, and why they are so vital to the fabric of small towns and downtowns.
Running an independent coffee shop is far more challenging than it might seem. On the surface, it appears straightforward: sell coffee, pastries and maybe a few sandwiches, and watch the customers pour in. But the reality is much more complex. The profit margins in the coffee business are notoriously slim. Coffee beans, milk, pastries and other supplies are recurring expenses, and their costs can fluctuate due to market conditions, supply chain disruptions or inflation. For example, the price of coffee beans has risen significantly in recent years due to economic factors, labor shortages and global demand. Add to that the cost of equipment maintenance, utilities, rent and labor, and it becomes clear how difficult it is to turn a profit.
Moreover, coffee shops rely heavily on volume. Unlike high-end restaurants that can charge premium prices, coffee shops typically cater to a broad audience, many of whom expect affordable options. A $5 latte might seem like a luxury to some, but when you factor in the cost of ingredients, labor and overhead, the actual profit from that latte might be just a few cents. To stay afloat, coffee shops need a steady stream of customers throughout the day, which is easier said than done in a small town with limited foot traffic.
Competition is another hurdle. While Dirty Joe’s was the only true coffee shop in downtown Elkin, it still faced indirect competition from chain cafes, gas station coffee and even home-brewed coffee. Many people are content with grabbing a quick cup from a drive-thru or brewing their own at home, especially in a small town where convenience often trumps ambiance. For independent coffee shops, creating a unique experience that draws people in is essential, but it’s not always enough to overcome the financial challenges.
Despite these challenges, coffee shops like Dirty Joe’s play a crucial role in small towns and downtown areas. They are more than just places to grab a cup of coffee; they are community hubs. In a world where people are increasingly disconnected, coffee shops offer a space for connection and conversation. They are places where locals gather to catch up, where remote workers set up their laptops and where visitors get a taste of the town’s character. In many ways, coffee shops are the heart of a downtown, pumping life and energy into the surrounding businesses.
Coffee shops can also be economic catalysts for small towns. They draw people downtown, which benefits other local businesses like boutiques, bookstores and restaurants. A thriving coffee shop can increase foot traffic, making the entire area more vibrant and attractive to both residents and visitors. In Elkin, for example, Dirty Joe’s was part of a network of small businesses that gave the downtown its unique charm. Its absence leaves a void that won’t easily be filled.
Coffee shops also contribute to the cultural identity of a town. They often reflect the personality and values of the community, offering a space for local artists to display their work, hosting open mic nights or showcasing regional products. Dirty Joe’s, with its outdoorsy atmosphere and local clientele, was a reflection of Elkin’s character. Its closure is not just the loss of a business; it’s the loss of a piece of the town’s identity.
When a coffee shop like Dirty Joe’s closes, the impact extends beyond the owners and employees. It affects the entire community. Regular customers lose a familiar and comforting space. Other businesses lose the foot traffic that the coffee shop generated. The town loses a gathering place that fosters connection and creativity. And, perhaps most importantly, it sends a sobering message about the challenges of sustaining small businesses in an increasingly competitive and economically challenging environment.
The closure of Dirty Joe’s is a reminder of the importance of supporting local businesses. While it’s easy to take them for granted, their presence is not guaranteed. Small businesses, especially in small towns, operate on thin margins and rely heavily on community support. Every cup of coffee, every pastry and every dollar spent at a local shop makes a difference. It’s not just about keeping the doors open; it’s about preserving the character and vitality of the community.