Giving New Meaning to the Main Street Café in Upstate New York赋予纽约州北部主街咖啡馆新的意义

In the Adirondack Mountain area in upstate New York， Origin Coffee Co. has locations in two nearby towns， Lake Placid and Saranac Lake. It is no coincidence that both shops are located on Main Street1 of their respective towns.

在纽约州北部的阿迪朗达克山区，原生种咖啡公司在附近的两座小镇——普莱西德湖和萨拉纳克湖——设有门店。两地的门店都开在各自小镇的主街上，这并非巧合。

Origin Coffee Co. is the quintessential Main Street café， where locals come to congregate for coffee， munch on a fresh blueberry muffin， or dine on home-made lunches.

原生种咖啡公司是典型的主街咖啡馆，当地人聚在这里喝咖啡，尽情品尝新鲜出炉的蓝莓松饼，或者享用店家自制的午餐。

Its owners， Mike Barillari and Carolyn Bordonaro， who are business partners， acquired it in February 2022， using what Barillari calls their “own hard-earned money through years of working 60 plus hours a week in hotel and food beverage since we were teenagers.”

公司的所有者迈克·巴里拉里和卡洛琳·博尔多纳罗是商业伙伴。两人在2022年2月收购该公司，用巴里拉里的话讲，花了他俩“自十几岁起多年来在酒店和餐饮业每周工作60多个小时赚到的辛苦钱”。

Both had run the Madalin Hotel in Tivoli， N.Y.， and then Barillari served as executive chef at the Crowne Plaza Resort & Golf Club in Lake Placid and Bordonaro was director of sales & marketing at the historic Hotel Saranac.

两人曾一起在纽约州蒂沃利市经营马达林酒店，随后巴里拉里在普莱西德湖的皇冠假日度假村和高尔夫俱乐部做行政总厨，博尔多纳罗则在历史悠久的萨拉纳克酒店任销售和营销总监。

Two local Origin Coffee Co. shops in the Lake Placid area are appealing to locals and tourists and finding success， despite several challenges.

普莱西德湖的两家原生种咖啡公司门店吸引着众多当地人和外地游客，尽管面临一些挑战，但生意红火。

Lake Placid， a town of 3，000 residents， is where the winter Olympics took place in 1932 and again in 1980， when the USA men’s hockey team achieved its Miracle on Ice victory when they beat the heavily favored， more experienced Soviet team and Eric Heiden won five gold medals in speed skating.

普莱西德湖，一个拥有3000居民的小镇，是1932年和1980年两届冬奥会的举办地。美国男子冰球队在1980年冬奥会创造了“冰上奇迹”，成功击败众人十分看好、经验更为老到的苏联队，而埃里克·海登更是夺得男子速滑项目的五枚金牌。

It’s still the training center for the US Olympic winter teams for skiing and ice-skating， helping Lake Placid draw throngs of tourists， particularly in the warmer months.

普莱西德湖如今仍是美国冬奥滑雪队和滑冰队的训练中心，小镇因此吸引了大量游客，尤其是在温暖的月份。

Getting involved in the community， knowing their customers， and aiming to treat their staff well are the hallmarks of owning a café in small-town America， Barillari suggested. “We display rotating local art， highlight local producers on our menus， volunteer and support local organizations，” he said.

巴里拉里表示，融入社区文化、了解顾客所需、以善待员工为宗旨，是在美国小镇经营咖啡馆的特点。他说：“我们轮流展示当地艺术品，在菜单上主推当地特产，主动支持当地机构团体。”

It also hired additional staff to produce more efficient service. Between the two shops， it has grown to 20 employees， and most staff takes shifts at both shops， creating flexibility between them.

原生种咖啡公司还多招了些员工以提供更为高效的服务。两店相加，员工现已增至20人，多数员工在两家店穿梭轮值，灵活接岗。

But running two coffee shops in small town presents challenges. “It’s a tough spot to find purveyors， and staffing is always a balancing act2，” he acknow-ledged. They’ve established a network of 20 purveyors， work with local farmers， and still make occasional emergency trips to local grocery stores.

不过，在小镇上开两家咖啡馆会遇到若干挑战。“这里很难找到供应商，而且人手安排总是需要相互协调。”巴里拉里坦陈道。他们已建立一个由20家供应商组成的配送网络，还同当地农场主合作，但偶尔仍需跑去当地杂货店紧急采购。

Hospitality is critical to its success. Staff is trained to greet guests as they walk through the door， and create a conversation beyond， “What can I get for you？”

热情好客是原生种咖啡公司成功的关键。咖啡馆的员工经过培训，客人一进门就要迎上去打招呼，随即开启对话：“您想来点什么？”

Its clientele is about 40% locals in high season and can rise to 70% locals in winter， though Lake Placid still manages to attract tourists year-round.

尽管普莱西德湖一年四季仍在设法吸引外地游客，但咖啡馆的客户群在旺季时约有40%是当地人，冬季则会增至70%。

Co-owner Bordonaro focuses more on accounting， bookkeeping and social media， and Barillari is more “boots on the ground” and doing daily hiring and overseeing staff.

咖啡馆的共有人博尔多纳罗更关注会计事务、做账和社交媒体运营，巴里拉里则侧重“实地部署”，负责日常招聘和监管员工。

Barillari had worked in larger hotels in the past and prefers being an entrepreneur where he can “curate the workplace and create the atmosphere he wants.”

巴里拉里过去曾在大型酒店工作，他更喜欢以一个企业家的角色去“策划工作场所布局，营造他想要的工作氛围”。

Why it closes early

咖啡馆为何很早就结束营业

Each Origin Coffee opens at 7 a.m. but closes at 2 p.m. Closing early each day ensures “quality of life for our staff and ensuring a great customer experience every time， and there is a sales component as well，” Barillari said.

每家原生种咖啡馆都是早上7点开门，但下午2点就结束营业。巴里拉里说，每天早点儿结束营业能保障“我们员工的生活质量，确保顾客每次都有美妙的体验，同时也有销售方面的考量”。

“We know some people like to drink coffee late in the afternoon but not enough for us to risk staff challenges and burnout，” he added.

“我们知道有些人喜欢在下午晚些时候喝咖啡，但这部分客流量不足以让我们去为难员工，害得他们身心俱疲。”他补充道。

It buys coffee beans from Coava， a Portland， Oregon coffee roaster， known for its unique blends and Ethiopian blends.

咖啡馆的咖啡豆进自俄勒冈州波特兰市的咖啡烘焙商“夸瓦”。这家烘焙商以其特色混配咖啡豆及埃塞俄比亚混配咖啡豆而闻名。

50/50 split between food and coffee revenues

食品和咖啡的营收五五开

But Origin Coffee， more so than most coffee shops， emphasizes home-made food. “We bake our own buttermilk biscuits， focaccia， and baked goods in-house，” Barillari noted. Yelp responders praised its avocado toast and frittatas， and its breakfast burrito and turkey brie sandwiches are perennial best sellers. In fact， its food and coffee sales are split 50/50.

不过，较之大多数咖啡馆，原生种咖啡馆更强调自制食品。“我们店里自制脱脂奶饼干、意式橄榄油扁面包等烘焙食品。”巴里拉里指出。耶普网上的评论者盛赞他们家的牛油果吐司和意式菜肉馅煎蛋饼，早餐玉米煎饼和火鸡布里干酪三明治则是常年爆款。事实上，咖啡馆食品和咖啡的营收正好五五开。

It introduced a new drink Sweater Weather in 2022， consisting of a double shot of espresso， with local maple syrup and steamed milk， which has proven so popular that it stays on the menu year-round.

2022年，咖啡馆推出一款新饮品“毛衣天气”，含两小杯意式浓缩咖啡，添加当地产的枫树糖浆，再打上奶泡。这款饮品后来大受欢迎，全年稳占菜单上的一席之地。

In Saranac Lake， its location is at the center of town， near several art galleryZQ37wp3V+/z2XmxRsuWp2mQjAkbiTdjYsB2bGyALLg=ies， the Book Nook and the Adirondack Center for Writing， but in Lake Placid， it’s off-the-beaten-track， away from the main part of town， where there are ample t-shirt and gift shops and some eateries including Starbucks.

萨拉纳克湖的原生种咖啡馆位于镇中心，挨着几家艺术画廊、“图书角”书店和阿迪朗达克写作中心，而普莱西德湖的门店位置偏僻，远离遍布T恤礼品店和星巴克等快餐店的核心商圈。

Barillari loves its location off-center and “could never afford the absurd rents on Main Street in Lake Placid. Locals find us，” and yet they’re in walking distance to the town’s nexus.

巴里拉里喜欢咖啡馆偏离镇中心的位置，称“绝对付不起普莱西德湖主街核心地段那高得离谱的租金。本地人会来找我们”，尽管他们只需步行即可到达镇中心。

Consumer feedback on Yelp tended to be positive with some exceptions. For example， Alex， a tourist from Washington， D.C， said the Lake Placid store “excels because it combines cheerful ambiance with quality food and drinks. Their oat matcha honey latte is among the better machas I’ve ever had.” But Kamil from New York City found the breakfast sandwiches rather dry and needing some sauce.

除了个别例外，耶普网上的顾客反馈总体好评居多。举例来说，来自华盛顿哥伦比亚特区的游客亚历克斯点评道，普莱西德湖店“很出众，因为该店兼具令人愉悦的就餐环境和高品质的饮食。他们家的燕麦抹茶蜂蜜拿铁是我喝过的味道较好的抹茶拿铁”。但从纽约市来的卡米尔却认为早餐三明治太干，需要加点酱汁。

Opening a third coffee shop isn’t being “ruled out，” he said， but they don’t want to dilute their customer service. But they are introducing a mobile espresso cart for music festivals and special events.

巴里拉里说，“不排除”会开第三家店，但他们不想降低服务品质。不过，他们正计划在音乐节和特殊活动期间推出意式浓缩咖啡流动贩售车。

Asked the keys to its sustained success， Barillari replied： 1） It’s all about the staff， 2） Keeping the general economy strong so people have discretionary money to spend， 3） Maintaining consistency with the guest experience.

在被问及维持咖啡馆成功经营的关键时，巴里拉里回答道：（1）关爱员工；（2）维持整体经济景气，让人们有可自由支配的钱；（3）维护顾客体验的一致性。

1 Main Street（美国小城镇的）主街，大街。

2 balancing act平衡各方权益的行动。