A Magic Ingredient

When you walk Perry Street, it’s clear that it’s not all that different than most of the other streets in the business district of this seaside town.  The streets are somewhat narrow, having been laid out in the horse-and-buggy era of the 18th and 19th centuries. Seagulls chirp and call overhead, and even a casual look at the wide array of license plates provides conclusive evidence that people come from far and near to vacation in this town.

The town’s history is storied. Depending on the account you read, it dates back as far as the 17th century. Today it distinguishes itself as the oldest seashore resort in the United States.  Hotels, guesthouses, bathhouses, restaurants, and a variety of amusements began to emerge in this seashore town prior to the Civil War.  That trend continued in the post-bellum decades.  During that time, all of the culture, flare, and fancy of the Victorian Era blossomed and took root—deep roots.  Even yet today, that Victorian charm is alive and well at the southern tip of New Jersey.

Throughout its history, Cape May has been a lively reflection of the times. It’s catered to the tastes of its seasonal visitors, while maintaining the necessities for its permanent residents. It’s always been a town with a legacy-laden past that also remains in step with the times.  A good example of that balance can be seen in the number and variety of coffee shops there today.

To some coffee is coffee—no more and no less. In Cape May, you can get everything from a $ .99 brew at a convenience store, to a specialized blend of exotic coffees, special flavors and creams, and other additives almost beyond count. You can get it hot or cold, with or without froth, and with just about anything you can imagine sprinkled on top. Not surprisingly, the further up the scale you go, the deeper you’re going to have to dig into your pocket. 

After some shopping around, most visitors find a place they like, and when they do, they tend to stick with it. Whether done purposefully or not, that place becomes part of their annual visit.  For some it’s no doubt based on the coffee and additives, but for others it’s not about anything brewed into the coffee at all.  Instead, it all about something built into the experience. One such shop, located along Perry Street since 2011, has found that magic, experiential ingredient. It’s an interpersonal additive that makes it special, at least to this casual and completely unrefined coffee drinker.   

It’s not readily noticeable.  That is unless you’ve already discovered it.  Once you have you pick up on it every time you walk in. It’s not a flashing sign.  Instead, it’s the smile the owner flashes.  It’s not about a photo memory wall where customers can post pictures showing that they’ve been there before.  Instead, it’s about a “Hi,-great-to-see-you-again” greeting offered by the manager, who kindly shows that he remembers you and your family year after year. And it’s not evidenced in a highbrow menu served by snooty attendants aimed at generating a pompous reputation based on how much you can be charged for a cup of joe.  Instead, it’s about an owner, manager, and head barista who is all the same person, who gives you kind, friendly, and personal attention, year in and year out.

It's often said that business is all about location, location, location.  To be sure, this business has one, a great one in fact. But based on its model, one can easily conclude that their success is also based on a magic ingredient—personality, personality, personality. 

The line at this place can be long at times, but it seems to move quickly. You know the kind of place, there’s going to be a wait, but it’s worth it.  It’s most definitely not a rushed, quick, or impatient pace, but is instead a well-intended routine of customer attention, coupled with an ambiance that makes a little wait pleasant. 

If you visit, you may not notice the real charm of this place the first time. Even if you did, you may write it off as a they’re-just-having-a-good-day happenstance.  But after you’ve seen it and experienced it time and time again, over multiple years, and through a pandemic that resulted in the demise of countless small businesses, you come to the very real conclusion that this is the real deal; it’s just who this guy and his business really are. There’s nothing showy or pretentious about him or his shop—Magic Brain. Instead, their magic is how they treat customers genuinely and kindly.

And as the old coffee slogan goes, this place is “good to the last drop!”

Thank you Steve!