Reprint From Yearbook of Small Business Icons

The Big Apple in a Basket
By Dave Thomley

ATLANTA, Georgia- What better way to start your day than with a colorful, basket of assorted croissants, Danish pastries, freshly squeezed orange juice, and today's issue of the New York Times? That's what happens each morning in the offices of GE Capital Assurance Company, Siemens and, hundreds of business and professional offices and Atlanta. The New York Brunch Basket, the brainchild of Don Jones, is an idea whose time has come. It is as bit of early morning cheer with a cosmopolitan flair. Seven days a week, and on any special occasion, couriers spread throughout the city with hand-crafted wicker baskets with good things to eat and festooned with flowers, balloons, and decorative ribbons.

 

Jones, a former retail specialty marketing expert, did his homework before plunging in with $5,000 from his savings in 1989. His first effort at home deliveries brought inquiries from business subscribers. Olsten Temporary Services, his first corporate account, adopted New York Brunch Basket as part of their marketing program. Recipient became subscribers, word of mouth advertising jumped from office to office and the business took off.

"The newspaper is a major element of our success," said Jones. "People like the sophistication and currency of the New York Times. It provides not only national news but a touch of prestige for the office. Our customers use the basket for special meetings and for their own customers as well."

Special orders constitute a substantial part of Jones' business. The Atlanta Committee For The Olympic Games subscribed right up to the games in 1996. Gift-giving holidays get a big play "Valentines Day is our biggest money maker," says Jones. "We sometimes contract as many as 80 couriers to augment our regular staff of three."

Deliveries average about 350 per month and the cost is reasonable-from $28.50 for the regular basket up $49.50 for a special occasion delivery with a large balloon and a bouquet of flowers. Baskets can be filled to order anything from seasonal fresh fruit to imported chocolates and truffles, sparkling cider, and imported cheese. "We regularly get special orders that cost $150 or more," said Jones. "We try to give the customer anything he or she wants." Sales tax and delivery cost are added to all shipments.

Jones is considering expansion to other cities. "We would entertain proposals to partner with qualified entrepreneurs in second tier cities," said Jones. This is our niche market because there is little or no competition and the New York Times is viewed more as a preeminent publication in smaller cities.

Some out of town subscribers have signed on and Jones delivers a basket of goodies by overnight air beginning at about $65 including shipping. Jones insists on a strict quality control and will not except orders unless he is sure that he can deliver. "Our motto is 'A Brunch Of Good Ideas' and we don't mind slow growth,"Said Jones. "It's better to be small and excellent than large and ordinary."

Don Jones, Owner

Copyright 1997, New York Brunch Basket, All rights reserved
P.O. Box 7213 Atlanta, Ga 30357-0213
(404) 872-1322 or (800) 882-9429
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Updated August 24, 2002