Start your business in a time of pandemic. If for some people this is madness, it is nevertheless what Marie-Claude Pellerin and Martin Dionne, owners of the Caféine et Calories store, located in Les Coteaux did.
The desire to open a business is not new for Martin Dionne. The entrepreneurial spirit has always been present in him. But it was in the first year of his union with Marie-Claude that the project took shape and the path to accomplishment took on its full form.
“We both love coffee shops, confirms Mr. Dionne. We were in Old Quebec in the fall of 2019 and we were talking about our projects. Since Marie-Claude is passionate about making pastries and I am passionate about coffee, the idea therefore arose to combine our passions.”
When they shaped their project, Covid-19 was not part of the plans. The enemy began its rise a month after the signing of the lease that had come to realize the dream of Martin Dionne and Marie-Claude Pellerin.
Photo Steve Sauvé
“We signed the lease in February and isolation began in March, Pellerin says. Despite this, we focused on our project. We have revised our priorities. We are creative people. Martin then devoted himself body and soul to creating a website and an online store so that potential customers could order online.”
For the two entrepreneurs, even if the pandemic was rife with full force, there was no question of giving up. On the contrary, they refused to be dismayed and become discouraged.
“We told ourselves that people were going to continue celebrating, says Marie-Claude. Birthdays will not end. However, I had to review the size of the cakes. They had to be smaller. So we cut profits in order to be able to adjust.”
Delays
The official opening of Caféine et Calories took place on May 12th . At that time, Quebec was still confined. “Since we are in the food business, we are seen as a critical industry, says Dionne. But, the opening took longer than we thought. Just for obtaining the permit from MAPAQ, the delay was longer. The same goes for the furniture. There was a delay in delivery. However, we have succeeded.”
Caféine et Calories is a store with a concept to takeout. Customers do not consume on the spot. Despite this, Martin Dionne and Marie-Claude Pellerin were forced to purchase materials in order to comply with sanitary measures. “We didn’t budget for this, Pellerin says. We did it, but since we didn’t want to sacrifice the customer experience, we put off purchasing a few pieces of equipment. But, nothing that could be visible to the customer.”
Customer service
Mr. Dionne also gave himself a special challenge. For him, it is essential to have a connection with customers. “I am learning the first names of clients. I am really interested in them. We want to bring comfort to people who walk through the doors of Caféine et Calories. Our products are really good. The craze is there. The proof is that luckily I didn’t have time to make the online store accessible, since we wouldn’t have been able to supply on demand.”
Find workers
Opening a business takes a considerable number of hours for an entrepreneur. Doing it in times of pandemic is even more demanding. Added to this, the lack of available manpower.
“Our biggest challenge has been to hire employees, said Dionne. Thousands of people were receiving the Canada Emergency Benefit (CERB). We were not receiving any application. So we worked over 75 hours a week all summer. We weren’t able to hire. We were victims of our success. We finally managed to hire staff. It feels good. We have three children so family time was rare. However, we still managed to prepare for our move, to open a business and to prepare for our wedding.”
Long before walking the red carpet that will take her to the altar in her white dress, Marie-Claude Pellerin received a gift that she describes as invaluable. “A few years ago, I co-owned a pastry shop in the Laurentians, she says. I guess I left my mark because a client found me. When I explained to her that my business was in Les Coteaux, which is an hour’s drive away, she told me that she was getting into her car and that she was coming. She told me that she had been looking for me for over a year to eat my pastries.”
