Goose the Market is a neighborhood market/sandwich counter/ice cream shop/beer & wine store that I am basically in love with.  Everything they have is seasonal, local, fresh  and you can’t go wrong with any of it.  The sandwiches are good enough to go there for by themselves.  They have 2 sandwiches are on the menu and the other 3 rotate.  Check it out this week.

• Goose – Prosciutto di Parma, basil, fresh mozzarella, extra virgin olive oil
• Batali – Spicy coppa, soppressata, capocolla, provolone, tomato preserves, hot giardinara, marinated red onion, mayo, romaine
• Frank – Lamb bacon, lettuce, tomato, mayo
• Caldwell – Smoked rabbit, sweet pepper relish, chanterelles
• Holom – Foie gras mousse, kohlrabi slaw, red currant jam

Awesome.  So when I was thinking about about who I wanted to feature on a Q&A and Chris Eley, the owner of Goose the Market came to mind.  Why?  Because this blog is mostly a fast food blog and I wanted to have someone’s perspective that is on the other side of the conversation.  If you have never had an fresh, local, organic meat, you should.  Honestly, that goes for eggs, produce and anything on the food pyramid.  If you want to re-define the way that you buy food, I can’t think of a better place to start than Goose The Market.

WIBIA: Let’s get this out of the way, why the name “Goose?”

Chris: Goose has many meanings both to my family and to the concept.  The name originated as my wife’s nickname when she was a wee little one.  She was the youngest, so her pops called her the caboose.  Her slightly older sister could only pronounce Goose at the time so that is how it came about.  Her sister has since learned how to pronounce caboose, for the record.  From there it was applied to the business as mother goose, being the provider for the neighborhood.  The way that the name is written, “Goose the Market”, actually has a meaning as well.  To goose something means to change it by surprise (or something like that).  We would like to think that we are changing the way people think about markets by keeping it interesting and surprising.

WIBIA: So you lived in Chicago, moved to Indy and missed the neighborhood markets of Chi-town.  When did you decide that you miss it so much that you need to start your own market?

Chris: Not exactly.  We grew up in Indianapolis and spent quality time in different parts of the world. Most recently we lived in Chicago for 5 years.  I always knew that I wanted to start a business.  I also always knew that I would never open a restaurant as my first business.  I also knew that when we were ready to open a business, Chicago would not be the place to do it.  Considering the expense of property and the ever changing “Windy City” it was not our best option for our first venture.  What I did know is that we had an idea that I completely believed in and was willing to do whatever it took to get it going.  I also knew that Indianapolis was ripe for the opportunity and I still had a strong support structure here.  Great markets are in every decent city across the country.  It was just about time that we got one.  I developed the concept while living in Chicago.  We moved back to Indy in June of 2007, purchased the building in September and opened in October.

WIBIA: Was serving sandwiches part of the original idea for Goose?

Chris: As with most business plans, the Goose is always evolving.  It will continue to evolve.  It wasn’t always in the plan to serve sandwiches, but it was only natural that we did.  It was always in the plan not to do something half assed just to do it.  Once we decided that it would be a sin not to serve sandwiches with all the great meat and cheese options, I promised that you would not see a chicken salad sandwich.  There is so much more out there.

WIBIA: In August of 2008, Bon Appetit listed you on the “Hot 10” list, were you surprised to get the recognition within your first year?

Chris: I wouldn’t say surprised, I would say fortunate.  I believe in every dish I put out no matter what level, what kitchen or what table it may be.  I wouldn’t say they are all perfect (many crash and burn), but I believe that everyone is worthy.  The ones that crash and burn don’t usually make it to service.  People are doing great things everywhere.  We were just fortunate that they took notice in what are doing early on.

WIBIA: With “Food, Inc.” out and an increased focus on local producers, why do you think that it is so important to change the way we shop for food?

Chris: That is easy….quality and flavor.  There are definitely a number of other benefits that come from working with local producers.  Like supporting your local economy, reducing your carbon footprint, eating “real” food and eating nutrient dense foods. But when it comes down to, they take great pride in their product.  It is their livelihood.  If you have a problem, you know who to talk to.

WIBIA: For people that are not foodies, your market might be a littler overwhelming for someone that is used to shopping only at Kroger, Meijer, etc…How do you help people bridge that gap?

Chris: The era of trying to please everyone all the time with the big box, the rock bottom prices and the over processed foods is not that sexy to people any more.  If that is the bridge you are looking for you won’t find it here.  We are here for people who want more out of life.  We bridge the gap by having great employees that are knowledgeable and approachable.  There is no room for pretentiousness.  Good food doesn’t have to come with an attitude.

WIBIA: If I walk in with $50, what should I be walking out with? (i.e., what are your recommendations)

Chris: I didn’t do the math but these are things you must try:  1 lb Applewood Smoked Bacon, ¼ lb Dodge City Salami, 2 lb hanger steak, 14 oz Gunthorp Farms Bone In pork loin, 4 oz pistachio gelato, Batali Sandwich, dozen eggs (to see what eggs should taste like), Marcona Almonds, Bourbon Barrel Soy Sauce, Sausage of some sort, Founders Old Curmudgeon.

WIBIA: It’s common to see a “chef-owned restaurant” however you are a “chef-owned market.”  Are you ever tempted to start a restaurant?

Chris: I have opened enough restaurants to know that I would not do it with my own money.  I would rather just give you $500,000, let you punch me in my face and then we will call it a day.  It would save me a lot of time and headaches.  Now if you want to give me $500,000 that you never want back, then the answer is “maybe I will open a restaurant…maybe not”.

WIBIA: I can’t help but think that this model is ripe for expansion, any thoughts of a second store?

Chris: I would never discount the possibility of additional markets with a similar style, but opening a chain of identical markets defeats the whole concept of what Goose stands for.

WIBIA: What are your favorite restaurants in Indy?

Chris: Andre’s BBQ, Hank’s Briskets, Mama’s, Siam Square, Country Kitchen, Sawadee #2, King David’s, R Bistro, Sam’s Gyro, Jamaica Patties, Deli, H2O.

Tags: Chris Eley, Food, goose the market, Indiana, Indiana Food Blog, Indianapolis

This entry was posted on Monday, August 17th, 2009 at 8:15 am and is filed under Get to Know Interviews, Location: Indianapolis, IN. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.