Restaurant's 2nd location 'still a dream'
Joe Rogers, the owner of Diamond Joe's restaurant, sometimes stands by the door of his eatery's newest location and takes a deep breath.
“I stand here every night, and every night, I pinch myself,” Rogers said.
Rogers started Diamond Joe's as a sandwich shop a couple of years ago at its Pillow Street location. He said he wanted more.
It took time, but he settled on renting a spot at 502 W. Jefferson St., which once held a barbecue restaurant, but had been vacant for two years.
He saw a vision of his restaurant with new parameters. He saw parking spaces and steady traffic passing the building.
“People can park, come in, sit down and eat,” Rogers said.
But before that vision became a reality, Rogers worked three jobs while getting the new location suitable for his customers. It took painting, cleaning and the diner-style bar left behind by the previous occupant needed a lot of work to repurpose.
Rogers said it took about 2½ months to finish the renovation.
“I came here at nighttime to clean this place and give it new life,” Rogers said.
Rogers opened the restaurant on Jan. 17 and it operates during new hours, 11 a.m. to 9 p.m., seven days a week. He also made changes to the menu, offering new items like appetizers, wings and pasta.
“Here, I'm doing a lot more,” Rogers said.
But Rogers isn't without his competition. There's a few restaurants nearby, but he's been hearing from people in the neighborhood who appreciate a quality Italian meal within walking distance of their homes.
“It's nice to see that basic business build,” said Christie Williams, a waitress.
Jaileen Brown, another waitress, said she loves the new location and the customers she's met in the first month.
“We're already developing regulars,” she said.
For Rogers, the new location is about expansion, but it's also about something more, something that can be forgotten in today's world of instant gratification.
“I sit here at one of my booths to let it all sink in,” Rogers said. “It's still a dream to me.”
