A breeze carries the smell of coffee grounds through the air and out the open windows of Urbana’s Caffe Paradiso.
The November afternoon’s chill is too harsh to see anyone taking advantage of the restaurant’s outdoor patio seating today, but there is no shortage of people inside.
Customers sit scattered around the dining area in a mismatch of furniture–a set of plush, plaid armchairs here, a rustic metal ladder back chair there–pastries and coffee cups illuminated by overhead lamps and fairy lights.
An independent, locally-owned coffee shop located on the edge of the University of Illinois campus, Caffe Paradiso is a favorite of many students.
“All the other coffee shops–put this one on record–this is the only good coffee shop on campus,” said UI senior Kariem Hashar, leaning forward in his seat and laughing.
With over twelve different coffee houses on and around UI’s premises, not including those affiliated with the University’s dining halls, Caffe Paradiso is far from students’ only option for a hot cup of joe.
According to Alexander Rogers, Assistant General Manager, Paradiso is set apart by its charming atmosphere.
“I think people go out of their way to come here because… they want something that feels a little bit more personable, feels like home,” Rogers said. “Kind of like the coffee spot that they can go to and know that there’ll be a friendly face and a hot cup of coffee that tastes good and was made with care.”
Rogers’ customers agree. The cafe, which has been in business for 10 years, has garnered many regulars who visit for its menu.
“I’m here, like, every two days. Sometimes every day. I’ve had one order that I’ve had for three years. It’s cafe au lait–I have a refill cup–with skim milk and sugar-free caramel,” said Hashem.
Two of Hashem’s friends, seated on either side of him at a long wooden table, nod along.
“I come here several times a week… the vibes here are great,” said Adam Zatar, a fellow senior. “I wasn’t a coffee person until I came to Paradiso, but everything [I’ve tried] has been a hit so far.”
The last two years of business for the Caffe haven’t been as sweet as some of their pastries, however; between statewide lockdowns and restrictions on indoor dining, Paradiso was just one of many small businesses impacted by the COVID-19 pandemic.
“The whole world is treading unknown waters,” the Caffe wrote to customers in a March 2020 Instagram post. “While we would love to continue providing coffee for the community and work for our employees, we need your loyalty and support.”
Adjusting their hours, expanding outdoor seating and taking more online and to-go orders allowed Paradiso to continue to provide customers with their favorite menu items while keeping employees and the community safe.
Corporate chains, able to stay afloat during the pandemic more easily via multiple sources of revenue, left many local companies struggling to compete. When it comes to other cafes, though, Rogers says he isn’t concerned about the competition.
“I mean, the people that want Starbucks will get Starbucks, right? I’m not here to give people a Starbucks experience, I’m here to give people a Paradiso experience,” Rogers said.
The food isn’t the only thing people seek out Paradiso for: an overall pleasant energy is a major draw for many customers.
“The environment and the people are really nice. When I come in here, I know I’m gonna have nice conversations,” said Sireen Amra, another UI senior.
Rogers says this is all part of Paradiso’s mission.
“I don’t think it’s our goal to really be in competition… It’s more so to do something and do something well. The people who want that will see that, and they will come [to Paradiso],” Rogers said.