When Dave Bailey was in college at Saint Louis University, he couldn’t decide what he wanted to do. He studied math, music and the arts before graduating with a degree in communications. But it was what he did when he wasn’t in the classroom that would change his life forever. “I had jobs waiting tables and I’ve never looked back,” he said. “I guess I could have gone to an ad agency, but I found my heart and passion in a restaurant.”

Bailey found such phenomenal success with his first restaurant, Baileys’ Chocolate Bar, that he’s tackled a new project, Rooster, a Downtown breakfast spot.

What’s the concept behind Rooster?
It’s modeled after the small crêpe cafés of Europe. You might think American-style breakfast, but it’s mostly European-style. I wanted to bring that flavor to Downtown. It’s a small place, but the food is the highest quality I can get.

Why did you go from the nightlife to the day-life?
I wanted to see more daylight. I had the bar thing under my belt, and I wanted a new challenge. I wanted to concentrate more on food. The two venues are about as different as you can get.

What overlaps?
The business side of running a business. And the long, long hours. The supportive neighborhood – that’s key.

You recently changed Rooster’s hours to include weekends.
We first thought that we would stay open to 7 p.m. during the week so that people who worked Downtown could pick up something to take home or eat an early dinner or even as another alternative to the Downtown restaurant scene. But with so many more people living Downtown, we had a lot of requests for weekend hours.

How long was it between concept and opening?
It took about eight months. I had another business that I had to handle, and there are so many millions of small details in opening a new place. I didn’t want to rush and get it wrong. Finding the right space, the right lease, the right equipment, the right staff, the right menu all takes an enormous amount of time.

What is your ultimate goal at Rooster?
The same one as at the bar: for people to leave my establishment with a smile on their face, to have had a high-quality experience and to have fun.

You’ve been in the business for about 10 years. What have you learned?
To listen to my customers; to surround myself with smart people; to work as hard as I can. I’ve learned a lot from watching a lot of other great people doing this. And in order to have repeat business, the customers must leave happy.

Baileys’ Chocolate Bar was an unusual concept. How did you make it work?
Its uniqueness helped a lot. The idea for the bar was to make it a before-and-after place, a place to get a drink before dinner or after dinner. We [don’t] mind if people are there all night, and we have some people who consider us for all three. Also, I use only the highest quality of vodkas, liquors and liqueurs I can get. It’s a little more expensive, but to me it’s worth it.

Where do you get new ideas?
My background in business. I read a lot. I talk to people; I love that interaction. I was a communications major, remember?

What was your biggest flop?
It had a small, somewhat cult-like following, but it didn’t last long. I called it a Swedish Fish. It was supposed to emulate a taste like that chewy candy. It was blackberry liqueur, sweet-and-sour and cranberry juice. But like I said, it wasn’t a big hit.

What advice would you give to an aspiring restaurateur?
Try not to imitate somebody or something else; it won’t work as well. Get as much feedback as possible, even if it’s not something you want to hear. Pay attention to the details. Listen very carefully to your patrons – their voice will guide you to success.

Try not to imitate somebody or something else; it won’t work as well. Get as much feedback as possible, even if it’s not something you want to hear. ... Listen very carefully to your patrons – their voice will guide you to success.

Rooster
1104 Locust St., St. Louis
314.241.8118
Tue. to Fri. – 7 a.m. to 3 p.m., Sat. and Sun. – 9:30 a.m. to 2 p.m.