The 10 o'clock hour is approaching and the Robinson family is preparing for the lunch crowd at Cup 'N' Cork coffee shop.

Kim Robinson sorts through coffee mugs while husband Barry makes sure the assortment of sandwiches and salad is ready for their customers.

Soon, patrons will drop by their shop at 46 N. Main St. in Cape Girardeau for a cup of organic coffee, glass of imported wine or panini sandwich. While customers could take their lunch to go, Barry Robinson said the ambiance of the shop's inside dining room and outside setting — along with their diverse drink menu — is what makes the shop special.

The couple often spends seven days a week at the coffee and wine shop they have owned since September 2005. The Robinsons believe their constant presence in the family-owned cafe is a key to the business' success.

"People in Cape Girardeau tend to support businesses where they see the owners on the property," Barry Robinson said. "Unfortunately, a lot of franchises go a different route and let their employees run the business. Those employees are there mostly to collect a paycheck in many cases, but we understand businesses that survive here are the ones where there is hands-on involvement from the owners."

Most coffee shops in Cape Girardeau like Cup 'N' Cork are in or near the downtown area. Robinson said in a market like Cape Girardeau, coffee shop owners must create the right environment for customers to consistently visit their businesses. He believes owners' participation is vital to the survival of area coffee shops.

"This town can support only three or four of them," he said. "The others will close up eventually. Only time will tell."

North of the immediate downtown area are three coffee shops on Broadway within a three-block radius, including two within 100 feet from one another. Grace Cafe, at 818 Broadway in a restored 1928 brick building, is in its ninth year of business while Mississippi Mud House, at 813 Broadway, is scheduled to open soon. Two blocks away is Broadway Books and Roasting Co.

Grace Parry, owner of Grace Cafe, believes competition among the coffee shops is healthy.

"The more coffee houses we have, the more we'll help people understand what a true espresso-based beverage is all about," Parry said. "This will continue to help educate our general population about great coffee."

She said her European-style cafe, which features organic food and north Italian espresso and decor, has a loyal and diverse customer base that keeps her business open.

"Young and old, affluent and nonaffluent, students and retirees, all make their ways through our doors," she said.

Janet Woods-Jackson, owner of Broadway Books and Roasting Co., said that each coffee shop is different and attracts its own clientele. Open since 2006, the business is at 605 Broadway St. in a three-story Victorian home built in 1878.

In addition to roasting its own coffee beans, the business sells new and used books. Woods-Jackson said some people will read books while sipping coffee, eating fruit cobbler or listening to live music or a lecture from a Buddhist monk.

"We have an open-door policy here," she said. "My goal is to make everyone who walks into these doors as comfortable as possible."

She said atmosphere is what will keep any of the area coffee shops in business.

One coffeehouse that escaped a potential closure was the Starbucks at 188 Vantage Drive. On Thursday, Starbucks posted a full list on its Web site of 600 company-owned stores — including 17 in Missouri — that will be closed through March 2009. Local store management would not comment on the situation, but the Cape Girardeau store is not on Starbucks' list for closing.

Robinson believes downtown will be a perfect location for years to come.

"Downtown Cape Girardeau is an ideal location for our business," Robinson said. "This is the place where people can park, eat and drink, all in one location."

Parry believes that no matter how many coffee shops are in the downtown area, the drink will continue to symbolize warmth and hospitality — an important quality for community interaction.

"One thing I always tell my employees is a cup of coffee is an invitation to friendship," she said. "That's our primary goal — to create that place where it's not only great food and coffee but a good gathering place."

bblackwell@semissourian.com

335-6611, extension 137