New Parents Start Cafe In Hoboken, Then Struggle Amid Coronavirus

HOBOKEN, NJ -- Jess and Jeff Dyer of Hoboken have an 11-month-old baby, a 6-month-old small business, and big worries because people in their city have been staying home amid the coronavirus crisis. "We're definitely worried, because it's our only source of income," said Jess, an artist, on Monday night.

The pair opened their small coffee shop, "Joey No Nuts," on Oct. 1 in a cozy 450-square-foot sliver of retail space on a corner. The shop has a niche because it's entirely nut free, so people with food allergies don't have to worry about cross-contamination from almond milk, a frightening prospect for many.

But the pair also have a 4-year-old daughter whose school is closed indefinitely, so they're juggling a lot of responsibilities at once.

To keep up with the latest, get breaking news in Hoboken and statewide by signing up for free Patch breaking news alerts and daily newsletters.

The Dyers are like many business owners across the country who've had to restrict hours or sales after governors set curfews and demanded that restaurants move to delivery and takeout only. The strategies are intended to promote social distancing to slow the spread of coronavirus.

In New Jersey, Gov. Phil Murphy issued a directive on Monday night as part of Executive Order 104, saying restaurants should offer takeout and delivery only. In Hoboken, Mayor Ravi Bhalla had led the way by telling restaurants to do the same starting Sunday. But coffee shops, which largely offer takeout, can keep running -- if the customers keep coming.

The state of New Jersey released new coronavirus information Monday. Read more here.

It's a hard time for business owners, but it may be worse for employees of retail businesses who can't work at home. The Dyers both own the shop and work behind the counter most of the day.

Jess said on Monday that as of that day, they had been getting the same number of customers as before, but fewer were requesting food (muffins and vegan chili). She said they'll likely cut back on serving food and focus on the coffee.

But business may start slowing. On Tuesday night, Mayor Bhalla told Hoboken residents to self-isolate, although he noted that restaurants (and coffee shops) can keep offering takeout and delivery.

Some stores in Hoboken have found new ways to serve customers. Little City Books, an independent bookstore that opened in the mile-square city in 2015, sent out an email saying they'll deliver books anywhere in Hoboken for free. Some stores are stressing that patrons can buy gift certificates and use them later.

Jess said the gift certificates are a great way to support a local business, and her store does have them.

One thing the Dyers have going for them is that their store offers window service, which has been convenient for the many dog-walkers and moms with strollers in this busy mile-square city of 53,000.

The store is now limiting service to the window so people don't have to come inside.

Jess said she has been sanitizing the equipment frequently. She also encourages customers to pay with credit or Venmo. She prefers that no one use cash, but can't ban it; New Jersey prohibited most stores from refusing cash in March of 2019.

Still, she's concerned about her family's livelihood, and getting everything done.

"Our families are far away, and we haven't hired anyone [to help with child care] because that's an added expense," she said. "I'd rather be with the kids anyway."

She said they will decrease store hours. "We were 7 a.m. to 5," she said. "We're going to go to 8 to 4 unless things go back to normal, at least for two weeks."

She said she understands the reasoning behind curfews and other regulations.

"I think that it's smart, what they're doing," she said, "and important because it's lessening the amount of deaths that occur. We want to comply with whatever they decide."

What's disappointing for her is that the store had just started offering community events, like hosting a monthly meetup for parents of kids with food allergies, and floating a mom writing group. They were also about to start kid singalongs and storytime, as Jeff plays guitar and Jess sings.

She noted that she has to compete with nearby chains like Dunkin Donuts. Her shop at Seventh and Willow Avenue is four blocks off the main drag of Washington Street, which has a Dunkin perched on the corner.

"We hope that as long as we're able to be open, people will support us," she said. "It's our livelihood and we want to be there to help the community too."

She added, "We're still growing our business, and it's really hard to do that in these uncertain times. It could really make or break us if things get much worse. That's kind of scary."

Joey No Nuts is located at 638 Willow Ave. and is online here and here.

How are you getting through these tough times? Do you have business news in Hoboken, or just want to say hi? Reach out to Caren.Lissner@patch.com.