How a Bikes-and-Coffee Café Grew Into a Beloved Chicago Brand

In 2011, Michael Salvatore had a novel idea for a business: a combination boutique bike shop and neighborhood café, all in one welcoming space. He decided to give it a try, launching Heritage Bikes & Coffee in Chicago’s Lake View neighborhood. Patrons loved its quality coffee, locally-made bikes, and easygoing atmosphere — and the business took off.

What started as a single shop has grown into Heritage Hospitality Group. Offering five casual neighborhood gathering places across Chicago, Heritage employs some 50 people — and the original bike shop sells its locally-made bikes to customers across the country.

Digital tools have played a major role in the business’s growth. Michael uses digital ads to reach bike enthusiasts nationwide and bring local customers into his Chicago coffee shops, cafes, and bars. Tools like Google Analytics help him understand his customers and tweak his marketing and ads so they’re as effective as possible. “Google Analytics is literally on my screen all day long,” he says. “Those graphs, trends, and real-time data help me determine where to put our energy.”

Michael recently traveled to Washington, D.C., to meet with lawmakers’ offices and tell them about how he uses digital tools to power his business. “Small businesses need to make sure our voices are part of the conversation,” Michael said. “It’s important that policymakers understand what’s at stake for businesses like mine when they’re considering new regulations.”