“I always say that there are two things that have to work all the time in the coffee shop, and that’s the espresso machine and the cash register,” Owner of Picasso’s Coffee Chris Shulte said.
In 2006, Picasso’s Coffee opened on Main Street and became a beloved spot for tourists and locals alike. The cozy atmosphere and locally sourced food and drinks created a welcoming environment for relaxed and intimate stays. In 2015, Picasso’s opened a second location three miles away on Beale Street, a vibrant area surrounded by apartments and nightlife. Its more modern, dynamic design with an open layout caters to customers who need quick stops.
“Each of the stores feels different.” Shulte said, “Beale Street [store] is bigger and newer, and while Main Street store fits that historic vibe being a little older and smaller.”
Both locations remain popular and well-used but serve their communities in different ways. The Main Street location has had double the time to embed and form close ties with its local area, and now draws its source of revenue from regulars.
“We’ve got the loyalty of our regulars that are here every day or every other day.” said Matt McHugh, an employee at the Main Street location, “That’s a steady business that keeps many things like the lights on. We rely on that word of mouth and customer service to get new clients all the time.”
In contrast, the Beale Street location is positioned near a major highway, its proximity to shops and attractions appealing more to tourists and passersby. Though accepted by locals, it has yet to form the deep bonds Main Street enjoys.
“We have a community, but it’s just different from the other [location] because it has been there longer, so it’s more established while we are still building our presence.” Employee at the Beale Street location Beth Haley said.
Managing two businesses is no easy task, but Shulte has learned to balance the demands and discovered despite any differences between stores, every store will remain an ongoing challenge.
“We have just two stores, but there’s the air conditioning, refrigerators, ovens, espresso machines, coffee brewers, and grinders.” Shulte said, “With keeping those things running, it always seems like something’s breaking down, so we’re constantly fixing things.”
However, it takes more than the continuous running of machines to complete a business, the employees hired at each location going through the same struggles and labor each day.
“It’s physically demanding, making sure everything’s stocked and then dealing with the public nonstop for an eight to 10-hour shift is very wearing,” Mchugh said.
But, the fruits of their labor are not in vain as Picasso remains a successful business in both shops, generating nearly equal earnings despite their distinctions.
“They’re really close in business.” Shulte said, “The Streets of St Charles store is a little bit busier during the weekdays because there’s lots of office people working around there but during the weekends at Main Street, people come down and walk the streets so at the end of the year, they almost come in exactly the same.”
Ultimately, Picasso’s remains a beloved place by many no matter which location you choose. Both shops reflect the same mission and purpose, each created and named for the same reason.
“We named it Picasso’s because I wanted to bring coffee and art together in all of its forms.” Shulte said, “We change the artwork at both stores each month for local artists, local musicians play on weekends, and we have open mic nights for beginning musicians to learn how to play in front of a crowd, so we have all of these different aspects of art combined.”
