Vienna's Beloved Cookbook Shop Fights Rising Costs with a Loyalty Revolution

Nathalie Pernstich has run Babette's, a beloved cookbook shop and café in Vienna, for over two decades. Frustrated with her previous job, she opened the business to focus on her passions: books, food, and community. Now, facing rising costs, she has launched a new initiative to keep the shop thriving. Pernstich founded Babette's 23 years ago, driven by a desire to work with things she loved. The shop expanded in 2008 with a second location in Vienna's Hof district. Alongside a carefully curated selection of cookbooks, the space includes a small café and an open kitchen for cooking classes.

Over the years, Babette's became known for events like Tasty Tuesdays, featuring late-night shopping and workshops on food-related topics. Yet, Pernstich has also faced challenges, including customers photographing book covers to buy cheaper copies online—a practice she finds particularly disheartening.

To strengthen ties with loyal patrons and secure financial stability, Pernstich recently introduced the Friends Club. Members receive discounts, access to exclusive events, and a say in developing new spice blends for the shop. The programme aims to create a closer community while helping Babette's navigate increasing expenses. The Friends Club's financial contributions are expected to support Babette's through difficult economic times. Members will not only enjoy perks but also shape the shop's future offerings. Pernstich hopes this approach will ensure the business remains a fixture in Vienna for years to come.