Page 113 - One Thousand Ways to Make $1000

soon with other customers. It became the habit to brag to newcomers, “I’ll
take you over to Mack’s where you will get the best cup of coffee you ever
tasted.” There were seats for only twelve at Mack’s place and he refused to
enlarge. “I don’t want a great big place with lots of overhead,” he remarked
to a visitor who asked him why he didn’t enlarge the place. “The customers
really like it this way—it’s cozy and different from the average restaurant or
hotel dining room. If I enlarged and had to have waitresses and tables, the
place would look like every other food ‘emporium.’”

People did like it as it was—they stood four deep in line to get their coffee,
and thought it fun. They ate their dinners at the hotels and came over to
Mack’s for their coffee. It became a fad and he was wise enough to know it
and to keep it so. Once he had made his reputation for having the best coffee
in town, he did nothing to change it. That coffee had to be good! He bought
the berries himself, blended them, and ground the coffee fresh each time it
was prepared. The few things he served were all fresh and good quality. The
place was immaculate and so was Mack and his assistant in their white coats.
There was no noisy clatter of dishes and silverware—the service was quiet,
the place cool and shaded from the sun by awnings. Mack was proud of his
coffee and sandwiches—he expected you to enjoy them, and you did.

Mack’s emphasis on quality succeeded. He has turned in his old car on a new
one, paid his doctor bills back up north, improved his place, paid for all his
equipment, and has money in the bank!

DoughnutsBringProfits

U

PON leaving his job in the circulation department of a Chicago newspaper,
S. D. Lavely retired to Watervliet, Michigan. Idleness soon palled on him,
and he decided to start a small business of his own. He rented a store and
invested $250 in equipment for making greaseless doughnuts. The first batch
of doughnuts baked was given away as samples to people passing the store.
That first day Lavely sold seventy dozen doughnuts at twenty-five cents a
dozen. The second day went even better as a majority of those who bought