Alan Fox, manager of Hastings Hardback Café, isn’t just serving coffee at his shop, he’s also serving the community.
Fox and the Hardback Café have donated coffee and snacks for multiple events including Relay for Life, where Fox felt an extreme desire to donate since he is a cancer survivor. The Hardback Café had a booth at the Gingerbread Trail where patrons could sample their products for free. The café was also involved in the Cow Creek Classic and the Fourth of July Parade by giving away free coffee to bicyclists in the Classic, and cookies, coffee and tea to World War II veterans in the parade. Most recently, donation money given for the café’s coffee and snacks during the recent Cars in the Park event was donated to Meals-on-Wheels of Johnson and Ellis Counties.
“Our success is dependent on the community. The idea of giving back is to get the names out, a sort of promotional marketing,” Fox said.
Fox’s idea of promotional marketing involves forming relationships with customers and helping them by donating items from the café. While giving back to the community, Fox is also getting the Hardback Café’s name out to the community. It’s like the circle of life: the café gives to the public through donations at an event and the public buys products from the café after hearing about it at the event.
Fox also helps out local artists by hosting acoustic concerts by local bands or artists in the café inside the Waxahachie Hastings. Painters are also given some limelight in the café where they can freely paint for the public during special times.
The Hardback Café offers a happy hour from 6-8 p.m. Monday-Friday, when drinks are two for the price of one. This is a time when Fox can be seen sitting and having a coffee with a customer and building relationships. He said his main goal is to build relationships with his customers rather than worry about the number of drinks he is selling.
Hardback Café, which also offers a drive-through, is located inside Hastings, 791 N. U.S. Highway 77. The hours are from 7:30 a.m.-10 p.m. Monday-Thursday, from 7:30 a.m.-11 p.m. Friday and Saturday and from 9 a.m.-10 p.m. Sunday.
To reach Fox or to learn more about Hardback Café, call 972-923-1143.