Kreutz emphasized the decision was not made lightly, stating, 'It just didn't make strategic and financial sense to keep the Oakland location open.' The ongoing financial headwinds and lack of business support ultimately prompted the closure of the long-standing retail spot.
Employee Alex Bermillo expressed frustration, saying, 'It was completely word of mouth. There was no official statement, whether it be an online message, a letter. There was no person-to-person communication,' highlighting the disconnect between management and staff about the imminent closure.
Kreutz admitted to the abrupt nature of the news, stating, 'I'm sure they were caught off guard, but I gave them the information the second I had it,' indicating a struggle with internal communication during the transition.
Despite the Oakland closure, Kreutz remains optimistic saying that the Alameda cafe and bakery will continue operations, suggesting a strategic pivot to ensure Firebrand can thrive in a challenging environment.
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