In conversation with Liberty on Coffee Culture, Nostalgia and the Future of Curaçao
by kimberly de freitas
I sat down with Liberty Suarez recently to discuss how number 10 is surviving during the current economic situation taking all things into consideration regarding the global crisis and local economic instability. We were curious how Curacao’s feel good hotspot adapted during the never ending government mandates and if they noticed a difference in consumer demands. As expected, 10’s founder was full of optimism and ideas. As we sat, I sipped on my oat milk cappuccino in awe at how our local entrepreneurs are able to create pockets of joy packaged in a cup of coffee. Number 10 experienced coffee culture staying strong despite guests not being able to enjoy that warm cup on their favorite couch. Throughout the process of lockdown they needed to adapt several times to comply with local safety measures. They went from being everyones favorite home away from home, to everyone ones favorite takeout. From only being able to deliver to to reopening with limited seats in a much ‘colder’ than normal environment. Keeping your brand identity alive during these restrictions is a feat in and of itself. However they noticed their local clientele supporting their every move. Lukewarm coffee? No problem, keep it coming. Enjoying the warm coffee in the sweltering heat of the patio only seating? No problem, put me on the waiting list! The incredible show of their loyal client base kept them going day in and day out. How did they keep innovating? Listening to what their customers demanded and being nimble enough to answer those surprising demands. Liberty told us they thought coming out of lockdown they would need a new menu with healthy items to support the growing concerns of the populations wellbeing. To their surprise what their customers actually wanted was bacon on bacon on bacon. Mac and cheese, lasagna all the comfort food your mom used to make leaving you feeling all warm and cozy inside. With everyone missing their families and a sense of normalcy grandmas cooking was at the top of their needs list. One rainbow cake for me please!
Most businesses have taken a hit one way or another during this time. I asked Liberty where she felt hers. Ten has noticed they still see the same familiar faces they have come to know and love in their business, maybe just not as often. She has also come to realize that this is okay. Pre-COVID Number 10 was in high growth mode. Chasing numbers is not the dream. Her advise to the world? Take 100 steps back and look at what is really important. We took so many things for granted like travel and availability of what is available on the island. This reality check has woken the creativity in all of us. Looking around what is happening on our small little island we can be grateful for all of the takeout and delivery options that have opened up to us. Without tourist, island pride is at an all time high. Companies who were able to find a happy medium between serving locals and serving tourist have the biggest advantage coming out of this. Surviving this is not about local discounts and specials, its about genuinely appreciating that local purchase when it comes your way. With Curacao in its own little bubble we need to see every challenge as an opportunity and this crisis as a way to be creative. Is the glass half empty or half full? Half full! People are not giving up!
