The FIFA World Cup matches here in New York and New Jersey have meant big business for restaurants, pubs, and transportation networks. Prices have skyrocketed, with a return train journey from New York to East Rutherford Stadium costing over 98 USD currently — compared to just 12.50 USD normally. Buses, taxis and even intercity air travel has become costlier.

However, that does not mean that every business is profiting. Faizullah Mohammed, originally from Hyderabad, India, manages the self-serve dessert chain 16 Handles at the bustling Hoboken Waterfront in New Jersey. Located on the banks of the Hudson River, a popular tourist destination and premier spot to view the Midtown Manhattan skyline and host major events, it should be minting money, but that’s not the case.