New owners of Crimson Café look to continue legacy

Rich Palzewic

Staff

June 9, 2025

RHINELANDER – The Crimson Café in Rhinelander is now under the ownership of Alex and Kelsy Bontz.

The couple said when the opportunity to purchase the coffeehouse at 108 E. Davenport St. came up, “it was too good to pass up.”

“I’ve always been interested in the coffee industry,” Kelsy said. “I worked at a coffeehouse in high school. Earlier this year, I heard Crimson was for sale, so I reached out to the realtor who had it listed, and she confirmed it was.”

From there, Bontz said she and Alex took a look at the property with Amy Laxton, who had owned Crimson for about six years but was looking to sell.

“We asked all the important questions – the (details involved in the) operation of the café, why she was selling, etc.,” she said. “Ultimately, Amy was just ready to hand off the baton and move on.”

To keep things running smoothly with the already well-established coffeehouse, Bontz said the staff under Laxton was retained.

“Both Alex and I have full-time jobs, so we’re not going to be at Crimson all day, every day,” she said. “At this point, we’re more behind the scenes – kind of like silent owners. We have a great staff that can handle the daily operations.”

Bontz said The Crimson Café was first opened by Maureen Brown in August 2007 as The Crimson Cup.

She said Brown ran operations for a dozen years before passing the torch to Laxton.

“Our location is great,” Bontz said. “We are in the downtown area, about a block from the Oneida County Courthouse, so everything is walkable. Alex and I are really excited for what’s to come. We want to keep up what the previous owners started and established.”

From avocado toast and a bacon and gouda breakfast sandwich in the morning, to a buffalo chicken flatbread and cilantro lime shrimp tacos in the afternoon – Bontz said there is a little bit of everything.

“Our menu is online, so people can order online, come into the cafe or call,” she said. “We have a full coffee menu, Lotus drinks, smoothies, etc. The breakfast sandwiches are made to order, and then with lunch, there are sandwiches, wraps, salads, etc. Also, typically, we’ll have one or two specials to choose from.”

A full list of offerings, Bontz said, is available on Crimson’s website (crimsoncurrycafe.com).

Additionally, she said the space inside Crimson also has a bar.

“We offer wine by the glass or bottle, a selection of beer and mixed drinks,” she said.

When everybody is on the schedule, Bontz said Crimson has a staff of 10-12.

“Right now, we’re good on employees,” she said. “In the summer, we have some college help that comes back, so that’s helpful. Those girls would like some hours, so it gives some of the people who work here more full-time during the school year an opportunity to take some time off.”

A few changes

Like many other new owners of established businesses, Bontz said they looked at what could be enhanced or added to Crimson for the community’s benefit.

Though she said most everything is remaining the same, one area they expanded was the hours of operation.

“Crimson was open from 10 a.m. to 3 p.m. Monday through Saturday, and we changed that from 7 a.m. to 3 p.m.,” she said. “We also added Sunday hours from 9 a.m. to 2 p.m.”

Being open earlier in the day, Bontz said, also prompted the addition of some breakfast options. 

“I think it will take a bit of time for people to realize Crimson is another breakfast option,” she said. “Hopefully, by being consistent, people will realize we are another option. People also love the added hours, so that’s a plus.”

Bontz said Laxton used to open Crimson up “here and there” on select evenings for a few hours in the summer – something she said she and Alex will also consider.

“Maybe from like 5-7 p.m. or 6-8 p.m., have some appetizers and drink specials,” she said. “Though we’ve made a few changes, there’s nothing we are going to put on the menu or do differently right now that will be a concrete change. It’s a bit too early to know what might or might not work.”

All in the family

Bontz said the couple’s families have also been a “huge help” since they took ownership of the Crimson.

She said her dad, Jon, even obtained his bartending license in the hopes of working a few hours at the café.

“He likes people, so he’ll be helping out,” she said. “He won’t have specific hours, and he’s not on the schedule, but people will see him there on occasion. We kid him that he should just put a chair by the entrance of the café and greet people as they walk in. He’s definitely a people person.”

Bontz said her mom, Sue, has also been incredibly supportive – more so behind the scenes.

“She’ll come in and clean when nobody is there, which is great,” she said. “She wants to work on the flower beds and get them weeded and planted. She’s quite the woman.”

Bontz said her niece is also working at the coffeehouse.

“It’s her first job, and she’s doing great,” she said.

For more information on the café, visit its website or social media platforms.