
So Rhonda is fighting back, and has launched her own public relations campaign in an effort to hold onto part of the local market. This morning, the billboard above went up on Route 23 and Willowbrook Blvd., right across the street from the new Starbuck's. Her message: "We may not be big, but we’re not bitter."
Mallek tells us: "When I heard Starbucks was opening practically across the street, I wasn't too worried. Starbucks is a fast-food place, like Burger King. A gourmet restaurant doesn't worry about shutting down when a Burger King opens up next door. So why should I worry about competing with Starbucks?'
When she saw two of her regular customers walking around with Starbucks coffee in hand, she realized it was time to take action, and advertise on a billboard. Mallek hopes the new ad will remind locals that their purchasing decisions impact the character of the neighborhoods they live in.
"I'm not trying to take business away from them," Mallek says. "That's not the point. But I feel like I'm over here trying to fight the good fight, like David vs. Goliath. Somehow, my shop needs to be as visible and as relevant as the Starbucks at the Mall. It's not going to be easy. But I'm not giving up."
















The Fine Grind is a real gem.