Elisa Marshall and Benjamin Sormonte embarked on their entrepreneurial journey in New York City in 2014 with a modest dream: to open a charming coffee shop and café they named Maman in Manhattan’s vibrant SoHo neighborhood. What began as a small venture has blossomed into a thriving chain of cafe-bakeries, boasting $47.2 million in sales across 34 locations in 2023.
Their breakthrough moment came when Oprah Winfrey featured Maman’s nutty chocolate chip cookies on her esteemed “Favorite Things” list in 2017, catapulting the brand to national acclaim. Yet, for Marshall and Sormonte—partners in business and life—the essence of Maman transcends mere coffee and pastries. It embodies a unique ambiance, reminiscent of the warmth and comfort of home-cooked meals their mothers prepared during their childhoods in Toronto and southern France.
Maman was created to provide a place where people come not just for food and coffee, but for the experience. Starting a business in a city filled with dining options, they understood they needed that extra something.
Their journey began in Montreal in 2011, where Sormonte navigated the corporate world as a lawyer while Marshall balanced a career in marketing with side projects in event planning and interior design. Inspired by their shared love for their mothers’ cooking, they teamed up with Michelin-starred chef Armand Arnal to craft a menu that blends French classics from their upbringing—like quiche and tartine—with family favorites such as Marshall’s chocolate chip cookies, elevated with creative twists.
Launching Maman wasn’t without challenges. The couple invested their entire savings and sought financial support from loved ones to cover the $250,000 startup costs, an endeavor that tested their financial security and commitment. It was a huge risk. They not only risked everything—money, time, energy—but also their dedication.
Their dedication paid off. The homemade charm of Maman attracted immediate attention, with New York Magazine hailing their chocolate chip cookies as the city’s newest sensation shortly after opening. The accolades fueled early success, generating approximately $2 million in revenue in their first year.
As Maman grew, so did the demands. Long hours and financial strain prompted them to bring in outside investors, including Sormonte’s brother Julien, and later secured funding from TriSpan to expand across North America. Today, with locations from New York to Washington, D.C., and beyond, Maman continues to evolve beyond traditional café offerings. It now hosts events, sells branded merchandise, and explores new avenues such as homeware and lifestyle products.
Looking ahead, Marshall envisions Maman not just as a culinary destination but as a multifaceted lifestyle brand. The owners’ goal is to expand their footprint and diversify their offerings. Maman represents more than a restaurant; it’s a community where people can gather, celebrate, and connect.
In a competitive $49.5 billion U.S. coffee market dominated by giants like Starbucks, Marshall and Sormonte are determined to carve out a niche with their distinctive blend of hospitality and creativity. With plans for further expansion and diversification, Maman’s journey from a cozy café to a cultural phenomenon illustrates their unwavering commitment to redefining the café experience in America.
