The Local: Jessica and Alonzo Knox, Owners of Backatown Coffee Parlour

Jessica and Alonzo Knox, Owners of Backatown Coffee Parlour

Meet Jessica and Alonzo Knox, Owners of Backatown Coffee Parlour in New Orleans. I embarked on the writing of their story while sitting in Backatown. It might be one of the most spacious coffee shops in New Orleans. The windows are tall and wide, filling the room with beautiful natural light, ideal to cozy up and check things off your to-do list while listening to jazz and watching time pass by on Basin Street (or reading the story of how this local business came to be). So without further ado, I welcome you to Backatown Coffee Parlour, the vision of Jessica and Alonzo Knox. 

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Tell us how you started Backatown.

Backatown Coffee Parlour was a dream my husband and I realized in November 2017. Alonzo has an MBA and has always wanted a storefront. After a few years in a partnership on a café in our neighborhood of Tremé, we knew it was time to step out on our own. Alonzo began searching for the next location, and 301 Basin Street was appealing because it was located two blocks from Canal Street and two blocks from the French Quarter. Now known as Bienville Basin, a mixed-income community, it was originally the site of Iberville public housing, and before that, the legendary red-light district of Storyville, an area of town with a long history of neglect. Alonzo wanted to build a high-quality cafe in the space to help with the revitalization of the neighborhood, and thus the mission of Backatown Coffee Parlour was born. 

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What does it mean to you to be small business owners?

We do what we do for the love of our community. This part of town was once a place where people from all walks of life would meet, listen to jazz, have fun, and talk to each other no matter where they were from. We knew we wanted to be more than a coffee shop. We wanted to be that community space where people could host events, exchange business cards, and sell their goods. 

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What will people find when they come to Backatown?

To honor the history of the area, we created a jazz-infused setting to spark dialogue, creativity, and allow for everyone to feel at home at Backatown. In designing the menu, we pulled upon our past histories. Alonzo’s family is from Louisiana and LOVES crawfish. You can do anything with crawfish and they will eat it. So, we have crawfish quiche on the menu. My family has Mississippi roots and is big into baking, so our signature has become the sweet potato pie. We serve these alongside other delicious café fare like chicken salad, raspberry grilled cheese, and shrimp and corn bisque. Coffee is paramount at Backatown. We primarily serve Orleans Coffee, but we are proud to pour Bean Fruit, a small, black-owned roaster from Mississippi.

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What has the journey been like since Backatown opened?

Our first year in business exceeded our expectations. Right out the door, we managed to see our vision become a reality, and we were thoroughly shocked to be doing so much better than our business plan projections. Then in year two, the nearby Hard Rock Hotel collapsed and Covid hit a few months later, both presenting tremendous challenges. With the loss of tourism, we quickly pivoted to fully focus on local clientele. We added BBQ crawfish grits to the menu, and locals came en masse. The community support during the pandemic has been incredible. People have made a concerted effort to keep us afloat by buying gift cards, leaving generous tips, and finding creative ways to place large orders. It is like something you’d see in the movies.

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What is next for you and for Backatown?

Our three-year plan involved a second location for Backatown. From the beginning, we had great interest from outside partners to bring our concept to other cities. We may expand; I hope we do. But, in addition to running this business, Alonzo and I are both full-time employed. In order for us to grow, one of us will have to step out on faith and move forward. 

With an outdoor patio and over 1500 square feet, Backatown Coffee Parlour is the perfect place to social distance. Grab your laptop or a book and make a visit from 8 am – 2 pm any day of the week and don’t forget to tell them scout sent you!

BACKATOWN COFFEE PARLOUR | 301 Basin Street | New Orleans, LA | 70112 | 504.372.4442 | [email protected] | @BACKATOWNNOLA | BACKATOWNNOLA.COM

Photography by Paul Morse

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