The Coffee Shoppe opened on Broad Street in 2011 and in those early years struggled to survive, often leading Owner Jackie Smith to doubt if its doors would stay open – just over seven years later, the tiny café has not only survived but thrived as Smith celebrates being named a 2019 Retailer of the Year by the Alabama Retail Association.

Though she doesn’t know yet whether she is a gold, silver or bronze award winner in the Annual Sales Less Than $1 Million Category, Smith said she feels “humble and honored” to be recognized.

“The competition was massive,” Smith said, noting that businesses from across the state were vying for an award in the same category. “This award is not about dollars and cents. Our impact to the community and what we mean to a small city is what makes us special.”

Smith noted that her business only has five parking spaces and 27 seats, but continues to make an impact in the community by partnering with local businesses, schools and organizations.

Most significantly, Smith said, it’s her four employees that deserve the most recognition.

“Yes, I accept the award as the business owner,” Smith said. “But it’s these four that are touching and feeling the customers each day.”

Congratulations were rolling in for Smith, with a bouquet of flowers and a balloon arriving this morning.

“The customers feel ownership in this award because they support us,” Smith said. “We are whatever the community needs us to be. I feel like the community and the employees accept this award with me.”

Smith was judged on a wide range of criteria, including performance, productivity, expansion, technology and innovation, marketing strategy, community impact and more, and had a ready explanation for how The Coffee Shoppe has succeeded in each.

In the performance category, Smith boasted that she has implemented formalized training for her workers and worked to make The Coffee Shoppe “an experience.”

The Coffee Shoppe has expanded its business by collaborating with tour groups out of Montgomery and Selma, offering specialized menu prices and after-hours service; Smith is now offering free WiFi at her diner, now recognized as a technology hub for downtown, and converted a back room into a conference space for local groups to meet.

Perhaps her grandest success has been in utilizing social media, where photos of tourists with The Coffee Shoppe’s photo frame can be seen regularly and a map on the wall has pins protruding from various spots, including London, Seoul and New Zealand, representing where tourists have traveled from.

“Selma, this award is for you,” Smith said.