Business Love Stories - The Deli @ 95

Kendal is renowned as a centre for shopping, festivals, it’s castle and as the home of Kendal Mint cake, but it you are looking for local Cumbrian produce, cheese, charcuterie, hampers, artisan sandwiches, delicious coffee or grazing platters from an award-winning delicatessen then look no further than The Deli @ 95.

Recently awarded ''Best Artisan Deli in Cumbria'' by LUX Life magazine, The Deli @ 95 offers both an indoor & outdoor dining experience with seasonal produce freshly prepared from local suppliers, showcasing the best that Cumbria has to offer.

With a passion for all things local, I chat with owner Maxine about the realities of being an independent business owner in challenging times.

What made you set up on your own?

“Covid-19 resulted in my redundancy from a successful career in HR and subsequently attributed to me losing my interest in the corporate world, it gave me the opportunity to think about my future and to do something for myself. Creativity through necessity.”

Can you remember the moment you decided?

“Before my career in HR I worked within the hospitality industry in South Africa and UK.  I knew I wanted to do a job that I believed in,  where I could support other independent businesses who needed a creative outlet to showcase and sell their products and hospitality was the way I could achieve this, after all it was second nature to me.

After conducting local research, a family member said they were happy to join me in starting the business. I created a business plan, found the ideal premises, and started renovating to create one big open plan space.”

How would you describe your relationship with your business right now?

“When we opened the business, it took off quickly, attracting regular customers, building a solid footprint, and becoming a social hub in Kendal. My circumstances have changed from when I initially launched the business, I now run The Deli @ 95 on my own, which has resulted in longer days and a shift in my work life balance.”

When was it at its worst? What was happening for you then?

“Current times are interesting; Kendal is very weather dependent and footfall unpredictable.  A normal working week attracts the older demographic and school holidays draw families looking to explore the area. Working without the sounding board and support of a business partner is challenging but it’s been a great learning experience and I have learnt tons about myself and running a business.”

What advice would you give to another owner who’s feeling disillusioned?

“Have someone you can turn to, to help with ideas and decisions. The community around you offers great support, its brilliant when my customers come into the Deli to simply pass the time of day, it all adds to the positive experience of running an independent business. Also, suppliers are great at offering support and advice, and together, with customers, these relationships should be nurtured and valued.”

What keeps you connected to why you started your business in the first place?

“The independent community of Kendal, my customers, and suppliers. I value the relationships I have built in all areas of my business.”

Would you say you love your business? Tell us about something you’ve done to show your business love and nurture your relationship with it.

“With a passion for Italy and all thing Italian, I wanted to offer the locals and visitors to Kendal a slice of what an Italian Deli has to offer, artisan sandwiches, salads, and antipasti but with a Cumbrian twist. I am passionate in supporting the independent community and sell local produce whenever possible. We recently started an initiative called "Rent a Shelf" whereby local crafters can rent a shelf to showcase their craft, a great way to add to their online presence.”

Who or what keeps you going in tough times?

“My customers greeting me and saying hello adds to my day and this, coupled with the relationships with my suppliers that I have built over time, helps me when things are tough. I love the fact that we are like a friendship circle, a coffee counselling hub.

What do you love about working for yourself?

“I love working for myself, its hard work but having individuality is wonderful and when business is doing well its brilliant. Being a business owner enables me to make choices, decide when I take time off without having to ask or be owing to someone else.”

How seasonal is your business?

“My business is hugely dependent on multiple factors, weather, energy costs and school holidays. June, July, and August are the warmer months which increases footfall and more recently November has been busy with the Kendal Mountain Festival, a great boost to visitors and customers to the area, more events similar to this would have such a positive impact.”

We’re living in interesting times, what steps are you taking to ensure your future?

“I always look to support local business, produce and products, and look for ways how working together, we can promote both my business and theirs. My initiative “Rent a Shelf” is a great way for local businesses to do this and creates a unique dining and buying experience for my customers.”