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Client
Corner
Kay and Dave Cross
Boardwalk Deli
Waterloo, IA
You don't have
to travel to New Jersey to enjoy the delicacies of a real East
Coast Deli, just to downtown Waterloo. "East Coast means our sandwiches
are giant compared to the franchises and we make them fresh to
order right at the counter, no prepackaged stuff here," owner
Kay Cross said.
Kay bought the Boardwalk from founder Bob Dickson in 2001. Dickson
brought the concept of a true delicatessen from New Jersey where
he lived during the 1980's. Kay worked for Dickson since the Boardwalk
opened in 1991. Kay's husband, Chuck helps out occasionally along
with niece Amy Wetzel, who also works there.
In 2005, Kay's son Dave moved back from Colorado to help operate
the family owned business. "Dave had a lot of ideas on how to
expand the business which required a large investment and that'swhen
we decided to seek the help of the UNI Regional Business Center/Small
Business Development Center," she said.
Kay and Dave worked with Maureen Collins-Williams from the UNI
RBC/SBDC in developing a feasibility study for expanding the deli.
The proposed expansion would consist of adding a specialty coffee
bar complete with lattes and cappuccinos. "We wanted to include
everything a regular coffeehouse would include like hot breakfast
burritos, pastries, pies and bagels," Dave said.
In studying the expansion,
one of the things that Boardwalk Deli had to contend with over
the past year was an eight percent expense hike associated with
higher overall transportation costs from vendors. "We really weren't
keeping up with the economy so this provided us an opportunity
to stop and look where we have been and where we were going",
Kay said. From the plan, Boardwalk Deli came up with better strategies
in pricing and advertising that allow them to incorporate a financial
plan to do the expansion.
Boardwalk Deli has entered the first real season with their coffee
bar expansion. "With the number of service businesses in the downtown
area, we are really a destination for those workers who want to
grab something good to eat and relax. The coffee bar has broadened
our appeal and our numbers are showing it," Dave said.
Kay and Dave
Cross
Boardwalk Deli
206 E. Fourth Street
Waterloo, Iowa 50703
Phone: (319) 233-9160
Open Monday thru Saturday, 6 AM to 5 PM
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