How One Couple Turned Their Café Into a Nearly $50 Million Business

Maman, a café known for its pastries, French-style dishes, and Instagram-worthy aesthetics, has opened 34 locations across the US and Canada since its first Manhattan location in 2014. The couple, Elisa Marshall and Benjamin Sormonte, made significant sacrifices to start their business, including moving to New York in 2012 from Spain after running a beach club in Ibiza. They became not only business owners but also painters, bakers, and waiters, working at the downtown Manhattan spot for 80 hours a week.

The couple burned about $250,000 to open Maman, including emptying their savings accounts and turning to friends and family to pitch in. They took a lot of time and energy to make their Parisian dream into a lucrative reality. Maman’s “it” factor is its “nutty chocolate chip cookie,” which was featured in a New York Magazine article that said it had “NYC’s most impressive new chocolate-chip cookie.” In its first year, Maman made about $2 million in revenue.

By 2015, Sormonte and Marshall were “close to burnout” from their hectic schedules as new business owners. They looked outward for help, hiring more staff members and attracting the attention of outside investors, including a $1.5 million investment from Sormonte’s brother. They struck a deal with a private equity firm in 2020 for between $10 million and $20 million. They have also rolled out Maman-themed merchandise and related products for sale, as part of a larger plan to make themselves more than a café.

In 2021, they published a cookbook called “Maman: All Day Recipes to Warm Your Heart.” They also do catering and rent their café spaces for events, accounting for about 20% of Maman’s yearly revenue. There are plans for more in the future, like candles and dishware.

Maman has become a multimillion-dollar business and brand for a New York couple. The café has opened 34 locations across the US and Canada since its first Manhattan location in 2014, making it a popular destination for locals and tourists alike. The couple’s vision for Maman is to become a multifaceted lifestyle brand, expanding beyond just a café.

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