Episode 123: Carol Irwin with Buttermilk Cafe

After operating her tea house for 15 years in the Gruene, a historic community located within the city limits of New Braunfels, Texas, Carol Irwin decided it was time to think bigger. Irwin explored the larger New Braunfels market. And there she found the right spot for a breakfast, lunch, and brunch cafe concept. 

In the summer of 2011, she and her daughters opened Buttermilk Cafe, which quickly became a New Braunfels’ favorite. In fact, its popularity presented the only downside of the 3,000-square-foot space, which was not large enough to accommodate the crowds and often resulted in an hour-long wait to be seated. 

So Irwin went to work on expanding the cafe’s footprint, and in 2015, she took over the space next door. Now, with 4,600 square feet and 150 seats, Buttermilk Cafe even offers additional space for private parties and meetings.

Irwin explains how caring for her guests and staff has created a "people-first” culture in her concept that promotes customer loyalty and low employee turnover. Says Irwin, “I learned long ago that treating staff like family helps them bond with you, care for one another, and stay longer. I also believe that although the customer isn't always right, they are always the customer — the most important part of this business.”

Irwin shares her approach to seasonal menu development and commitment to quality. “I am concerned about product cost like anyone else,” she says. “However, I prefer to build volume by offering better-than-breakfast-chain quality at reasonable prices, even though that creates tighter margins.”

Irwin also provides tips on community marketing and how to integrate technology without sacrificing guest engagement. “At this point in my life, it’s about maintaining a good work-life balance, which is why closing on Sunday has always been important to me and my family.”