Dear Cremaphiles,

We have been moved to tears by the passion many of you have expressed for saving Crema. Many of you have said in the Comments that basically that Harvard Square is profoundly losing what makes it special--and Crema is the latest target. Pebble Gifford writes, "Greed is King in Harvard Square. Greed is the new logo of Harvard Square. 

Firstly, anyone with moral fiber is not impressed of the Big Money that newcomers bring to Harvard Square. These forces such as Bluestone Lane represent one of a growing number of VC businesses that are aggressively taking over Main Streets of Any Town, USA. Yet, instead as being overt--i.e. Big Box stores or e-commerce, they are packaged with compelling messaging tied up in, say, a neat little boxes of bespoke avocado toast or build-your-own pizza. They geniously tap into the human desire to belong-- &pizza calls staff "Tribe Members" - as if the workers are there through intense dedication to the pizza chain. &pizza encourages and pays for staff and loyal customers to tattoo themselves with ampersand - the company logo. So, MilkBar, &pizza and BSLane, all who are recipients of millions of $$$, are led by charismatic, young CEOs --Lastoria of &pizza is long-haired self-proclaimed artiste. Tosi of Milk bar is the girl next door with a passion for sprinkles and infinite possibilities. Nick Stone is a dashing lad, eager to delight Americans with his original concoctions from Australia.

In reality, these characters are simulacra - yes we use a Hahvahd big word of the very businesses they mimic. They steamroll the small guys, the independent businesses and merchants. They are obliterating, the 1 by 1 the funky, soulful and authentic by offering triple the rent from their bottomless slush funds.  According to Glass Door, working at BSLane is not a walk in the park. Employees note discrimination, cutting hours to avoid paying benefits, nepotism and inexperience. 

We must stop them from succeeding in bullying and stamping out our community assets such as Crema Cafe before it's too late. And we aren't giving up. Please tweet, FB share, chip in a buck or two to help save Crema, and in effect preserve our beloved small businesses from near certain extinction. 

Best,

Our Harvard Square 

Image caption: Milk Bar founder poses with Millionaire CEO founder Matt Higgins of RSE Ventures, who cut (3) $20 mil checks for &pizza, MB and BSLane. All 3 businesses are on Brattle St, in property owned by Asana Partners...