INSIDE DISH: Patachou Inc. has full plate with expansion plans

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Inside Dish

Welcome to the 50th edition of IBJ’s video feature “Inside Dish: The Business of Running Restaurants,” which debuted in April 2010 to give readers an insider’s perspective on the high-risk world of eatery entrepreneurs.

Our subject for this anniversary edition is Indianapolis institution Patachou Inc., which took root in 1989 as Café Patachou in a modest, 1,600-square-foot retail space at 4911 N. Pennsylvania St. Without any practical restaurant experience, founder Martha Hoover nonetheless struck a chord with from-scratch cooking that emphasized fresh, farm-to-table ingredients long before the concept was chic.

Today, seven restaurants from downtown Indianapolis to Carmel operate under the Patachou Inc. umbrella, with two more slated to open by the end of 2012. Hoover, 57, also has aggressive plans to open as many as six new restaurants by 2020, at least in part by venturing outside central Indiana.

“We’re in our young adulthood,” Hoover said. “We’re at a point where we’re going to be searching and seeing what we can do and what’s out there for us.”

Hoover and a real estate advisor are actively scoping neighborhoods in nearby cities such as Bloomington, Lafayette, Columbus and Ft. Wayne. They also are considering out-of-state locales such as Chicago, St. Louis, Louisville, Ky., and Cincinnati and Columbus, Ohio.

“One of the criteria important to me is that I can drive there and be home in one day,” Hoover said. “And I’m looking for neighborhoods that really closely resemble Meridian-Kessler.”

Dish Patachou factboxHoover, a former attorney in the Marion County Prosecutor’s sex crimes division, was pregnant with her third child as she prepared to open the first Café Patachou (with a startup investment close to $100,000). As a result, she tends to find parallels between the growth of her enterprise and the maturation of her 22-year-old son, David.

“It’s kind of like having a child,” she said. “There’s nine months of pregnancy, and then you go through a very difficult delivery. You go through infancy to being a toddler to the terrible twos, all the way through high school and beyond.”

A key moment in the evolution of the Patachou family came as David turned 16 and began to drive.

“I realized that I had a remarkable amount of freedom for the first time in many years,” Hoover said. “And that really made me sit back and think, ‘What do I want, where do I want it, and how am I going to get it?’ And it put into perspective that the business was maturing, and I really needed to make some plans for its adulthood.”

Hoover responded in 2006 by opening the first location of a new concept, Petite Chou. Inspired by French bistros, the Broad Ripple eatery expanded the Patachou palate to include dinner. A second Petite Chou opened in Carmel in 2009, followed by the Neopolitan-style pizza joint Napolese in 2011, located in the same retail strip at 49th and Pennsylvania streets where Hoover got her start.

A believer in long-term planning, Hoover has crafted a guiding document for further expansion called Vision 2020, which calls for 12 to 15  Patachou restaurants by the year 2020. The next two–the eighth and ninth in the family–are slated to open this year. Public Greens, a new concept featuring “guilty pleasures for healthy people,” is scheduled to open this summer at 902 E. 64th St. along the Monon Trail in Broad Ripple. A new Napolese is ballparked for the fourth quarter at 30 S. Meridian St. in the lobby of the former L.S. Ayres department store annex downtown.

The key to maintaining food quality and consistency between the different restaurants is Patachou’s production kitchen, first established in the mid-1990s after Hoover opened her second café. Anything that can be prepared ahead of time—such as salad dressings, desserts, soups, and specially prepared meats—is created in the kitchen and then delivered to individual locations.

“We have to have control over our food,” she said. “No one else is going to make our food the way we make it. No one else will have the oversight to make sure things are being made properly, stored properly and distributed properly. I’m a total control freak when it comes to our food.”

In January, Hoover relocated the kitchen from its original location at 126th Street and Gray Road to a new, state-of-the-art facility at 4923 N. College Ave. The 2,000-square-foot kitchen is adjacent to Patachou’s new 400-square-foot administrative offices, representing a $350,000 total investment for the firm.

“It’s as expensive as opening a restaurant, without the income potential of opening up a restaurant,” Hoover said. “But how else were we going to serve other restaurants, increase our capacity by opening up a new Napolese or Public Greens, or going to other markets? We really needed something that was state-of-the-art and that allowed for our future growth.”

Hoover expects to finance the expansion with a mix of bank loans and cash flow from the restaurants, as she has funded past growth spurts. Patachou Inc. is profitable, said Hoover, declining to provide specifics on gross sales and net income.

In the video at top, Hoover provides an oral history of her initial foray into the restaurant business in 1989 with Café Patachou, and the lessons and benefits earned from her naivete. In the video below, she discusses her initial decision to expand beyond the original location, the importance of the production kitchen, and her criteria for choosing new locations.



  • cp
    Love....our favorite is 49th&Pennsylvania. . We have got bad service a few times at Carmel, dissappointing & just don't go back,..sometimes going to cp is the main reason for going to Indy...
  • Speedway
    How about opening up a restaurant on Main street in Speedway? We are just the kind of community you usually open your restaurants in. We would love to have you!
  • Geist Patachou
    There was a Cafe Patachou at Geist Marina but it didn't do well as was moved to the Keystone at the Crossing location
  • An inspiration
    Congratulations to Martha Hoover. She is an inspiration to small-business owners, and especially women owners, everywhere. I live in MK and appreciate what she has done for my neighborhood. Wish Patachou Inc. continued success.
  • St. Louis, Yes
    Yes, to St. Louis! There are good restaurants but the scene there hasn't changed much. Our relatives just moved there and miss Petite Chou a lot! Try for a University City location - near Wash U and many older neighborhoods that would resemble M-K or that M-K resembles, I should say. (Also not much good pizza in STL)
  • I miss Patachou breakfast...
    Hoover should seriously consider starting a restaurant in Columbus, IN. The city continues to grow and several new restaurants have had great success in the revitalized downtown. I know I miss riding my bike to Patachou on the weekends for breakfast when I lived in Indy and would definitely do the same in Columbus.
    We have a new mayor in Greenwood and he is going to start a practical renovation of the downtown by moving the city offices to the Pressnell building. Jackamos is doing well here. Be a nice fit.
  • Kudos!
    I love patachou and the concept! I love the neighborhood feel to it, the quality if the food and the staff! It is the only restaurant I frequent on a regular basis, whether it is for coffee after yoga or a bike ride destination with my daughter. Congrats on the expansions!
  • need a patachou in fishers!
    Why don't we have a Patachou in Fishers? Fishers is SERIOUSLY lacking for good breakfast places....I think it would do really well!

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  1. I think the poster was being sarcastic and only posting or making fun of what is usually posted on here about anything being built in BR or d'town for that matter.

  2. Great news IRL fans: TURBO the IMS sanctioned movie about slugs running the Indy 500 has caught the Securities and Exchange Commission because Dreamworks had to take a $132MILLION write down...because the movie was such a flop. See, the Indy/IMS magic soiled another pair of drawers. Bwahahahahahaha! How's CARTOWN doing? HAHAHAHA...Indy is for losers.

  3. So disappointed in WIBC. This is the last straw to lose a good local morning program. I used to be able to rely on WIBC to give me good local information, news, weather and traffic on my 45 minute commute.Two incidents when I needed local, accurate information regarding severe weather were the first signs I could not now rely on WIBC. I work weekend 12 hour nights for a downtown hospital. This past winter when we had the worst snowfall in my 50 years of life, I came home on a Sunday morning, went to sleep (because I was to go back in Sunday night for another 12 hour shift), and woke up around 1 p.m. to a house with no electricity. I keep an old battery powered radio around and turned on WIBC to see what was going on with the winter storm and the roads and the power outage. Sigh. Only policital stuff. Not even a break in to update on the winter storm warning. The second weather incident occurred when I was driving home during a severe thunderstorm a few months ago. I had already gotten a call from my husband that a tornado warning was just southwest of where I had been. I turned to WIBC to find out what direction the storm was headed so I could figure out a route home, only to find Rush on the air, and again, no breaking away from this stupidity to give me information. Thank God for my phone, which gave me the warning that I was driving in an area where a tornado was seen. Thanks for nothing WIBC. Good luck to you, Steve! We need more of you and not the politics of hatred that WIBC wants to shove at us. Good thing I have Satellite radio.

  4. I read the retail roundup article and tried Burritos and Beers tonight. I'm glad I did, for the food was great. Fresh authentic Mexican food. Great seasoning on the carne asada. A must try!!! Thanks for sharing.

  5. John, unfortunately CTRWD wants to put the tank(s) right next to a nature preserve and at the southern entrance to Carmel off of Keystone. Not exactly the kind of message you want to send to residents and visitors (come see our tanks as you enter our city and we build stuff in nature preserves...