Business: Ogden Wine & Spirits
Address: 1568 W. Ogden Ave., Naperville
Phone: 331-472-4950
Owner: Chris Desai, 38, of Aurora
Years in business: Since January
What do you do? “We sell liquor, wine, spirits and beer,” Desai said.
How long was the previous owner here? “Four or five years.”
Why did you buy this store? “It was a good opportunity. Nice neighborhood. Nice people. A busy street, Ogden Avenue. It’s a busy plaza overall. A lot of foot traffic. Close to downtown Naperville. … I always wanted my own business.”
What did you do before? “I used to be a manager for Dunkin Donuts. I was all over the place. I was with Dunkin for almost 10 years. I’ve been in Chicago, Hanover Park, Westmont. The last one I was at was in O’Hare Airport. Crazy hours.”
What’s it like being your own boss? “It’s rewarding. You’re working for yourself.”
How many employees do you have? “Two.”
Why do you keep this store so clean? “It’s important. This store is like your second home. You don’t want it dirty for any of your guests. Keep it nice and clean. I’ve been to places that are not. I would not want to shop there because of that.”
Is Naperville good for business? “Very good. Very nice people. Very friendly. Some I know by their first names. Some have invited me to their homes for barbecues. I couldn’t go, but it’s nice. They consider me their extended family.”
How do you find new customers? “We send out fliers. Do coupons in the Money Mailer. We have online ordering with Uber. We’re reaching a broader market. People who can’t travel can order online. Drivers pick it up, drop it off.”
What’s selling lately? “Tequila. Beer, obviously, is good. With the holidays soon, wines will be popular for gifting. … Bourbons have been popular. There’s a high demand for it.”
Why is whiskey so popular? “People started enjoy the taste and get tired of drinking the same stuff. … Beer has a lot of carbs.”
Did you know a lot about this industry before? I’ve owned another liquor store, called 4-T, for two years in Streamwood. … I learned what you need to focus on and how to expand your customer base. Customer service, availability and pricing.”
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Is inventory a challenge? “We have no storage room. It’s all up front. We order what we need. It works.”
What about competition from other liquor stores? “The main thing is my market is within a couple miles radius of the store. People tend to shop local. The only challenge I’d say is if you have (another store) really close by, it will be cutthroat.”
What’s the key? “Service. Customers love us because we give them very good service, make sure they’re taken care of. We order items for them.”
If someone comes in for wine ideas, can you help? “Definitely. I have taken classes on wine online. It helps me guide them in right direction. Of course, I taste wines before putting them on the shelves.”
How about the many craft beers? “We have rotating categories for craft beers, and our core categories. We try them out. Craft beer drinkers want something new every time. So, we keep rotating it.”
What do you like best? “The customers. There is never a dull day. We have good customers.”
Any not-so good customers? “When people are partying, have been drinking, we have to say ‘no’ to them and they don’t like that. There are legal implications (if we sell to them).”
How about underage kids? “They do try to buy, but we ID them religiously. We have North Central College nearby, a couple other colleges. Lots of students come in. You can’t really tell by looking so we ID them.”
Any negatives to your job? “Long hours. Holidays and weekends are busier. … It’s the nature of the business. … I’m here most of the time. Sundays, I’m not.”
Any future plans? “Probably once this store has everything settled, open another liquor store nearby. I have to check it out. Could be Aurora, Lisle. The area is good. I’ve just got to find the right spot. That’s the main thing. Location, location.”
What do you drink at home? “To be honest, I don’t drink that much. I’d drink a scotch now and then. But because I work so many hours and I’m surrounded by liquor, it’s not a big deal for me.”
What’s your advice for someone starting a business? “Make sure you work hard the first couple years, focus on your customers and just make smart decisions. Learn from others, communicate with others in the industry.”
If you know of a business you’d like to see to profiled in Down to Business, contact Steve Metsch at [email protected].
Steve Metsch is a freelance reporter for the Naperville Sun.