Business name: Dark Horse Pastries
Address: 28 W. Chicago Ave., Naperville
Phone/website: (630) 570-0347, www.darkhorsepastries.com
Owner’s name: Terrell Cole
Opening date: Feb. 9
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What does this business sell? “The storefront focuses on pastries, desserts and baked goods,” Cole said. “We also started to offer breakfast sandwiches – all come on a white cheddar biscuit – and lunch options just this last Tuesday.”
What was the impetus for opening? “There is no bakery around,” Cole said, chuckling. “Simple, just supply and demand. That’s the easiest way to maintain longevity. There will always be a need.”
Did the city of Naperville help you in your plans? “Katie Wood at Downtown Naperville (Alliance) and Nicki (Anderson at the Naperville Area Chamber of Commerce) were super helpful and embraced us. All the people at city hall have all been embracing. It’s almost as if they wanted this as much, if not even more, than us. They wouldn’t brush us off with any questions. It’s not always like that.”
What is the best thing about being in Naperville? “This location I’ve always liked since I first came here. … In November (2015), I was contacted by (the previous store owner, who asked) if I wanted to take over the spot as her lease was up and she wanted to spend time with her kids.”
What is the biggest challenge about being in Naperville? “Cost.”
When is your busiest time of year? “Holidays. And all the summer events. I like how Naperville opens up their Winter Ale Fest to everyone. That’s 5,000 people right there. We did other events and people started following us. It’s another form of marketing.”
What do you think the most popular items will be? “The peanut butter pie is probably the biggest one. The brownies and cheesecake sell well. And the doughnuts. The Uncle Crispy Bacon is maple bacon glazed and is the most popular one. We sell out of it. Oh, and all the cookies. We have five different varieties. Oddly enough it’s the Lemon Sugar who holds its own, even next to the others.”
What is the best thing about owning your own business? “It’s a new challenge. (My previous job at Sullivan’s Steakhouse) served its purpose for me. My time there ran its course, and I needed a new challenge. I’m not married and I don’t have kids, I can take the risk.”
How would you describe your business philosophy? “Whenever someone comes in and needs something, I treat them like I would treat mom. They are not just people that come in, they are not just customers, you treat them like guests. We want them to come back. We are a community. Everyone likes knowing someone.”
If you weren’t do this, what line of work would you be in? “After parting ways with Sullivan’s, I started doing desserts online. I sell desserts to Casey’s (Foods), Jimmy’s (Grill) and Pinot Pallet. I’d still be doing that. And I get asked a lot to cater for parties. I have Dark Horse Grill & Catering. That’s picked up. We do a lot of charity events on both sides.”
Do you have any future plans to expand? “Oh yeah, we’ve got goals, I’d like to open a Dark Horse Grill. A free standing Dark Horse Grill, put out some really good, really different foods.”
Are you hiring? “Yes, It would be nice to have someone from like midnight to five (a.m.). That would be a big help. I’m not looking for a degree, I don’t believe in that. I need someone who I can trust to make the cases look good, follow the recipes. Anyone can be taught to do something if they really want to. I’d like to see someone I can help to grow.”
What advice would you give someone thinking about starting a business? “Look closely to what you want to achieve. I needed visibility and learned that when I was part of a shared kitchen. I had the storefront, but not much foot traffic.”
Daina Saleh is a freelance writer for the Naperville Sun.