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INSIDE DISH: Goose the Market laying golden eggs

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Inside Dish

Welcome back to IBJ’s video feature “Inside Dish: The Business of Running Restaurants.”

Our subject this week is Goose the Market, an old-school butcher shop and deli that is quickly becoming a fixture in downtown's revived Fall Creek Place neighborhood. It resides on the ground floor of a distinctive three-story structure—with a banked facade that looms out over the sidewalk—on the northeast corner of Delaware and 25th streets. It had been the site of an abandoned gas station before a public-private partnership cleared the land and developed the new building, purchased by Mollie and Christopher Eley in 2007.

A chef and restaurant manager tired of working for others, Christopher liked the site as the home for his first business, an unassuming butchery specializing in smoked and cured meats supplied by Indiana producers, as well as artisanal cheeses, locally sourced produce and a boutique-sized collection of wines and craft beers.

"I've known for a long time that I've had the entrepreneurial spirit," said Christopher, 31, an underachiever and "C" student at Lawrence Central High School who found a passion for the restaurant business in his late teens.

Goose the Market (inspired by wife Mollie's childhood nickname, as well as the word's connotation of spurring change) opened in October 2007, with the Eleys residing in the second and third floors of the building. Offering gelato, sandwiches and espresso drinks helped drive foot traffic. A shout-out from Bon Appetit in 2008 as one of the nation's 10 best sandwich shops cemented its status as a hot spot for connoisseurs of smartly prepared swine, fowl and cow.

With a dedicated neighborhood following and scads of suburbanites dropping in for charcuterie on their way home from work, Goose appears to be minting golden eggs. Sales hit an impressive $850,000 in 2009 (with a profit of $83,000), and are tracking to pass $1 million this year.

"This has blown our projections out of the water," Christopher Eley said.

In the video below, he details developing the original concept for the butcher's shop and how it evolved.



 

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Goose the Market
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2503 N. Delaware St.
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(317) 924-4944
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www.goosethemarket.com
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Concept: Old-school neighborhood butcher shop and deli specializing in a wide variety of meats from Indiana producers, artisanal cheeses, European-inspired dry goods, wines and craft beers.
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Founded: October 2007
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Owners: Christopher and Mollie Eley
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Employees: 12
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Start-up costs: $114,000
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Sales/profit: $850,000 sales/$83,000 profit (2009); $586,000 sales/$2,400 profit (2008).
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Seating: 25 (15 inside; 10 outside)
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Goals: Sales are on track to pass $1 million in 2010. Christopher Eley is working on developing a USDA-inspected meat production facility in downtown Indianapolis, providing a conduit for small meat producers in Indiana to process meats and sell them wholesale directly to hotels, restaurants and other buyers. The facility would allow Eley to relocate meat processing operations from Goose the Market, giving the market more space to grow and employees more time to focus on customer service.
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Good to know: The Eleys purchased the three-story residential-and-retail building for $500,000 in 2007, prior to opening Goose the Market. They lease the 2,000-square-foot ground-floor retail space to an LLC ownership entity for the market and live in the top two floors with their dog, Bean.
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  • Care
    Regardless of whether this area is referred to as downtown, midtown, uptown, yourtown, mytown, naptown, kudos to the Eley's for bringing such a wonderful shop to the neighborhood. Hope to be in the basement soon for a brew. And, I hope others will start to realize how wonderful and successful of an area it is.
  • Gotta agree...
    with Ace on this one. Fall creek Place is downtown as far as I'm concerned. Regardless, me thinketh that you overreacteth just a tad, Yes. And I think that you may be the mentally challenged one unless, perhaps, you ure under the impression that you live in NYC where there truly IS a Midtown.
  • No
    I've lived in Indianapolis for decades and I've never heard any part of this city referred to as midtown. If you think that everyone else in town is suffering from mental problems then perhaps the problem lies with you.
  • Uh
    Fall Creek Place is NOT DOWNTOWN! Fall Creek Place is NOT DOWNTOWN! Fall Creek Place is NOT DOWNTOWN! That is Midtown. Is everyone in this city geographically retarded?

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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...

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