Tappahannock Cafe Owner Cuts Costs to Survive Inflation

Jeans Owens, owner of Java Jacks in Tappahannock, Virginia, is paying more than double her usual electric bill. The monthly cost has jumped from a typical $450 or $500 to over $1,000. This sharp increase is one of many financial pressures hitting small businesses in the area since 2022.

Owens notes that coffee prices have risen by more than 30 percent. The cost of essential supplies has also climbed. To-go boxes that once cost 12 cents now cost nearly 30 cents. The combined price of a cup, lid, and straw has increased from roughly 3 cents to over 20 cents. Beef and sausage prices are up as well.

To keep menu prices stable, Owens has changed how she shops. She purchases milk and juice from Walmart early in the morning instead of using a dedicated supplier. She buys fresh fruit from a local grocery store. She regularly compares prices among three different suppliers and switches providers based on who offers the lowest cost at any given time.

The rising costs are affecting customer behavior. Owens observes that more senior citizens are splitting orders. When she first bought the cafe eight years ago, she saw only one or two shared orders. Now, multiple tickets per day are split among friends. Tip sizes also fluctuated with gas prices, dipping when fuel costs were high and recovering as they fell.

Staffing remains a major challenge. Owens, who also operates a coffee shop in Warsaw, has been short-staffed for months. Rents in the rural area have increased, while the median income hovers around $50,000 a year. Some employees lack reliable transportation due to high gas prices. Owens currently carpooling to work with five staff members. She has even housed employees temporarily in a motel to help them find stable housing.

Owens plans to run for the non-partisan town council in Tappahannock. The town is located in the eastern part of Virginia's 1st Congressional District. That district is currently the site of a tight race between Republican incumbent Rob Wittman and Democrat Shannon Taylor. Owens says she wants the winner to understand the financial strain on local businesses.

Jameka Campbell, who lives across the river in Richmond County, navigates high prices through strategic shopping. She works two jobs and raises two children. At a Walgreens in Callao, she uses the store app to track deals. In one recent trip, she purchased toilet paper, cleaning supplies, and personal care items for $60.04. She saved $27.71 through discounts and rewards.

Campbell says she will research candidates' past actions and property ownership before voting in the upcoming midterms. She plans to make her final decision closer to election day. For now, she describes her financial status as middle class, noting that her situation could change rapidly.