Benjamin Sormonte and Elisa Marshall embarked on their entrepreneurial journey with a vision deeply rooted in family and culinary tradition. Meeting in 2011, Sormonte, then a corporate lawyer specializing in mergers and acquisitions, and Marshall, with a background in marketing and a penchant for interior design, shared a dream of creating a cozy café reminiscent of their mothers’ kitchens. This dream led them to New York City in 2012, where they sought to establish their own restaurant despite their limited experience in the competitive food and beverage industry.
Undeterred by the challenges ahead, Sormonte and Marshall poured $250,000 of their own savings into their venture, supplemented by contributions from supportive family members and friends. This financial commitment represented a significant risk, as they navigated the complexities of launching a business in one of the world’s culinary capitals. They chose to name their café “Maman,” a nod to the nurturing and comforting atmosphere they aimed to cultivate within its walls.
Drawing inspiration from their personal backgrounds and guided by the culinary expertise of Michelin-starred chef Armand Arnal, a friend of Sormonte’s, they meticulously curated a menu that showcased French classics and cherished family recipes. The couple, alongside their loved ones, dedicated countless hours to preparing the café for its grand opening. They took on tasks ranging from painting walls to installing equipment, infusing every aspect of Maman with their personal touch and a labor of love.
In 2014, Maman officially opened its doors, marking the beginning of an intensive period where Sormonte and Marshall committed themselves wholeheartedly to the café’s operations. They immersed themselves in every facet of the business, often working grueling hours from early morning until late at night. Initially, they went without pay, reinvesting every dollar back into their venture to ensure its success. Their perseverance paid off quickly when Maman gained swift acclaim, attracting attention for its impeccable dishes and warm ambiance.
Early accolades, including being featured in New York Magazine’s food blog, Grub Street, propelled Maman into the spotlight. Notably, Oprah Winfrey highlighted Maman’s nutty chocolate chip cookies in her prestigious “Favorite Things” list, catapulting the café’s reputation to national prominence and driving a surge in customer demand.
As Maman flourished, Sormonte and Marshall strategically expanded their team and welcomed investors to fuel further growth. Sormonte’s brother Julien, a seasoned managing partner in the hospitality sector, contributed $1.5 million, bolstering Maman’s financial foundation. By 2020, Maman had expanded its footprint across New York and Canada, solidifying its reputation as a beloved destination for quality cuisine and inviting ambiance.
The next phase of expansion saw Maman securing substantial investment from TriSpan, a prominent private equity firm, which enabled the café to scale operations and establish additional locations in states like Florida, Connecticut, Washington, D.C., Maryland, New Jersey, and Pennsylvania. This expansion not only broadened Maman’s geographical reach but also diversified its offerings, including the introduction of a successful cookbook, branded apparel, and a children’s clothing line in collaboration with Lalo.
Today, Maman stands as a flourishing chain of café-bakeries with 34 locations and counting. Its annual revenue surged to $47.2 million, underscoring its status as a market leader in the café industry. Looking forward, Maman aims to achieve $65 million in total revenue, buoyed by its continued innovation and commitment to delivering exceptional culinary experiences.
Sormonte and Marshall’s journey from envisioning a quaint café to building a multimillion-dollar enterprise is a testament to their entrepreneurial spirit, perseverance, and unwavering dedication to quality. Their success story exemplifies how passion, hard work, and a clear vision can transform humble beginnings into a thriving business recognized globally for its excellence and authenticity.