The Cup in TOWN Brookhaven is closed.
Unlike some closures where the business announces the imminent closure weeks in advance, or closes for a "renovation," The Cup was forced to closed and was earlier today evicted by DeKalb County Marshall.
As many of you have noticed, ToNeTo Atlanta had been rather quiet for a few days. I returned late last night from a west coast recon trip from which I will have a number of exciting new posts. Sunday night, I was tipped off by a reader that there was something awry at The Cup.
The Cup was one of the first businesses to open in TOWN Brookhaven and was also one of the worst. The cupcakes offered at this eatery were both small and overpriced for what you got, and in comparison to other offerings in Atlanta.
The Cup has also been a fixture on my DeathWatch for much of its existence, and it seems now perhaps it should have closed months ago. On my most recent DeathWatch in March, I predicted The Cup could close by the end of April. I contacted the Marshall's Office and according to a representative, "the closure was almost certainly due to non payment of rent." Another possible contributing (but not verified) reason for the closure may have been failure to pay employment taxes. Yesterday, April 15th, was of course tax day around the country leading me to surmise the closure may be tax related as well.
I made my way to The Cup around lunchtime today to find what appeared to be repo men loading FF&E (furniture, fixtures & equipment) into an unmarked truck. There was assorted restaurant equipment in the street and on the sidewalk, a scene reminiscent of when Au Bon Pain was evicted in downtown Atlanta a few years ago.
Victor Ledbetter was the owner and "CEO" of The Cup and had some rather interesting words of wisdom for aspiring business owners that have dreams of opening their own shop.
In a July 22nd Yahoo Local article Ledbetter had this to say...
"My words of wisdom would be, have good credit, maintain cash flow, and know your business! Don't think because you have a good idea and a potentially good market, that it's a winner. You have to do a lot of research about your location, marketing, customer base, pricing, employees, etc to ensure that your good idea can make a profit."
Perhaps Ledbetter should have taken his own advice!
Interestingly there is no mention of the closure on The Cup's Facebook page, which for the record, was last updated April 4th, and since March 31st was being updated "near New York, NY via mobile."
The Cup had a rather mediocre rating of 2.5 stars on Yelp and was also previously featured on Scoutmob.
The Cup is now the fourth business to close in TOWN Brookhaven, joining fellow failures Slack's, Stir Crazy and Swirll. I've said before that The Cup was one of the most likely to close in the center, and with them now closed, I'd wager to say that Bonehead's and Treza are not far from a similar fate.
What were your experiences at The Cup? What are your thoughts on TOWN Brookhaven? Who's the weakest business in the center?