Schroeder fulfills lifelong ambition with The Brim

By Willis Patenaude, Times-Register

It started with a love of coffee, a quiet, humble ambition and an off-the-cuff comment in August 2021. By January 2022, Jody Schroeder was the new owner of Treats on Bridge Street. 

But the comment and the decision to venture into the business world was a years-in-the-making process for the stay-at-home mom, who has made a life of raising four kids and doing the secretarial and book work for the family farm run by her husband, Chris, in Garnavillo. 

Which leads to the question: why Elkader and why Central? According to Jody, there is a loyalty through sports ever since Chris played football for Elkader. There’s also adoration for the community that goes beyond sports and into how supportive Elkader is. Through raw emotion, Jody expressed the family “loves this community.” 

This emotional attachment and the kids growing older and becoming more self-sufficient over the last two decades, Jody began looking for a part-time job, feeling the urge to “do something.” It was around 2010 or 2011 when Jody started working at Treats a few days a week, falling in love with the atmosphere, the customers and then owners Mary and Ron Kuehl. 

“I love those short interactions and building relationships in minutes…where the small talk is less about the weather and more about the people,” she said.

After spending two years at Treats, and going through a busy sports schedule with the kids as the family farm continued to diversify, she returned to the workforce at another coffee shop, this time Simply Cafe in Prairie du Chien, Wis. 

In the middle of 2021, needing another change, Jody left Simply and went searching. That’s when a random conversation with Mary Kuehl changed her life and the Elkader façade. 

However, it wasn’t the first time Jody had ambitions toward buying a coffee shop. Previously, Treats came up for sale 12 years ago, and though she had the support of her husband, family and friends, the timing just wasn’t right. She wasn’t ready to “sacrifice family time” to be a business owner, she said. The ambition was shelved, but not forgotten. 

Then, in August 2021, the ambition was pulled off the shelf once again and dusted off as conversations between Mary and Jody began in earnest. It turned out Mary and Ron were interested, but they were also cautious, so the process was slow and deliberate. This time, having family support and with the kids even older, the timing was working out. 

Along with the timing, Jody referenced the motivation as overcoming all the self doubt that often holds people back from pursuing ambitions. This prompted a “Let’s just do this” approach. Jody’s attachment not just to the coffee, but to the people and the legacy, ultimately gave her the coffee shop she has long wanted the chance to run. She’s excited about the chance to create not just coffee, but a “vibe” where people feel acknowledged, and when they leave, “feeling better than when they came in,” she said. 

As customers come in, they will notice some changes. One is the fact that Treats will be closed for a few weeks, tentatively scheduled to open on or before Jan. 17. 

Upon entering the new coffee shop, Jody said people will notice some differences with the painting, some updated modifications and new light fixtures that more reflect the new owner’s personality. Jody has also installed a new point of sale (POS) system, purchased new equipment and discussed menu changes, but was tight lipped for reasons that will remain private. She added that classic menu options would continue to be available. 

Regarding the changes, Jody praised Mary and Ron and how they ran Treats over the years. “They did a tremendous job and I appreciate what they’ve done,” she said. 

The new cosmetic changes and updated equipment is not a negative reflection on their ownership, something Jody was adamant about, but more about changing the look to express Jody’s effervescent personality and the changing times in a new year and a pandemic world. 

There is one change, however, that is likely to garner the most attention, but hopefully little backlash. That’s the impending name change, something Jody openly admitted to being “nervous” about public reaction because she “does not want to disappoint people.” She also stated unequivocally that  “the core of my business is not changing. The basis of what Treats was is staying the same.” 

The name change will introduce residents to The Brim. It’s a name that came to Jody, a religious person, during a conversation with a friend about how lucky and grateful she is. It referenced the bible passage about her cup runneth over and being filled to the brim. The name is also short, simple and gives life to the cup that will hold the joy of the coffee. 

Another change will be slightly increased prices, given the ongoing supply chain issues and rising cost of goods associated with the pandemic. Jody hopes to overcome this by creating an experience and customer service that makes people feel valued, and quality food and beverages that lead to repeat customers. 

With all the changes happening, Jody was quick to point out one thing that will not change, and that is the faces customers will see. Jody intends to keep all three current staff members, who she described as a “support system” and a “valuable resource,” who have made the transition more effortless than it otherwise might have been. 

“I have the skills, but it doesn’t mean I know everything…I’m just the team leader, but I need a team,” Jody added.  

But The Brim could’ve set up shop anywhere, so why Elkader, what makes it special? As the conversation circled back to this question, Jody became emotional, or “verklempt,” as she put it. There’s something about owning a business in a town you’ve dedicated your life to, watched your kids mature in and have invested in for the last few decades. 

“I love Elkader. I want to invest in Elkader. Elkader has always been very welcoming and this town has got the best people for supporting local businesses…everyone has been so wonderful,” she explained.