NOV NIBJ: A young entrepreneur’s journey

In business, you’re only as strong as your relationships.

“It usually comes back around in some capacity,” said Claire Hartwig, owner of Burger Dock and Florette in Coeur d’Alene, as well Burger Dock in Sandpoint. “Whether it’s collaborating with downtown businesses, or donating gift cards … whatever it is, I think you have to have that symbiotic nature when you’re a part of a smaller downtown.”

Like many communities across the United States, Coeur d’Alene’s business community is still dominated by older generations – but things are changing. 

While experts say Baby Boomers and Generation X combine to make up about 86% of small and medium businesses nationwide, Hartwig estimates that 25% of downtown Coeur d’Alene’s small businesses are operated and owned by younger generations, like Millennials and Generation Z. 

In other words, demographics are shifting toward a new horizon. With this shift, however, comes a need for a young entrepreneur to solidly establish oneself in its business ecosystem.

Hartwig, 31, went from Wall Street financial analyst to dishing out burgers in Sandpoint. She’d open her first Burger Dock in 2019 before a little prospecting led her to opening her second location in Coeur d’Alene in 2022. 

With no real strong connection to the community, Hartwig said she joined the Coeur d’Alene Downtown Association, which represents more than 125 small businesses, to kickstart her entrepreneurial immersion. 

“I think that allowed me to understand the community, understand the downtown that we are now a part of and just starting to build those relationships. I think that was critical, honestly.”

After also opening her cafe, Florette, Hartwig now boasts more than 50 employees shared among her three businesses.

“Which is crazy to say out loud,” Hartwig joked.

But it isn’t about participation with fellow businesses that creates a foundation for future success.

Hartwig maintains a rather biblical approach to interaction with her community: To whom much is given much is expected.

“I have been given so much in my life, and I think I have a duty to do something with that privilege that I have,” Hartwig said. “I need to contribute to a world that is better in the future than it is now.”

While there are differences in age, the philanthropic apple doesn't fall too far from the tree between younger and older small business owners.

Every week, Burger Dock hosts what’s called Family Day, when every single Wednesday kids eat half off. Meanwhile, a week before Thanksgiving, Hartwig’s burger restaurants dish out free burgers and sweet potato fries.

Between the two restaurants on that day, they provide over 400 free meals.

“Raising a family right now is expensive,” Hartwig said. “When you go buy groceries or you buy your kid a happy meal, it’s not cheap.”

In addition, Florette donates macrons to Safe Passage while people can come in and get a free macron on their birthday. 

Hartwig admits these small offers are “not philanthropy, but community.” 

But the small things turn into something bigger than expected. On the Fourth of July, Burger Dock accounted for 900 burgers in one day. For Florette, it sells about a couple dozen cream puffs a day.

It’s the perfect tradeoff for Hartwig, who currently has a baby girl on the way. 

And what she wants her future to look like?

“Continuing to create cool things in our community, good spaces to get together with friends and share a meal with family or take a visitor from out of town,” she said. “And getting to do it with a little person.”