Jordan Goodman - Good Hospitality

On this episode of The Source Podcast, host Lauren sits down with Jordan Goodman, founder of Good Hospitality, for a wide-ranging conversation about building one of St. Louis's most exciting and fast-growing restaurant groups from the ground up.

Jordan shares the origin story of Good Ice, the handcrafted clear ice company he launched in March 2020 that has grown to serve over 100 bars, restaurants, and weddings across St. Louis — and evolved into a full ice sculpting business. He walks through how Good Ice became the foundation for everything that followed, including Good Company, the Grove's beloved small plates restaurant now in its third year, and Aperri, an intimate Spanish-Mediterranean tapas and wine bar right next door.

The conversation dives into Trust, Good Hospitality's downtown cocktail bar and café at 401 Pine — a stunning historic bank building — where the team has also built a rotating art gallery featuring local artists. Jordan then previews two concepts on the verge of opening: Baia, a pasta-forward Italian restaurant with a fully open kitchen inspired by the Italian Riviera (and the ancient sunken city near Naples), and Chico Bueno and Malo, a two-concept Mexican restaurant in the Grove rooted in Jordan's own Mexican heritage and family roots in El Paso, Texas.

Jordan also reflects on what has given Good Hospitality the confidence to scale so quickly — from the operational infrastructure he built at Salt + Smoke, to assembling a talented culinary team that's opened restaurants together before. And he opens up about life outside the restaurant: two young kids, golf, and a new charcoal drawing practice that's become an unexpected anchor for his mental health.

In this episode:

• The origin of Good Ice and how a pandemic-era launch became a St. Louis institution
• Good Company, Aperri, and the evolution of Good Hospitality's Grove presence
• Trust: cocktail bar, café, and rotating art gallery in a historic downtown bank
• Baia: an Italian restaurant built around handmade pasta and a fully open kitchen
• The sunken city of Baia — the history behind the name
• Chico Bueno & Malo: a street taqueria and fine dining tasting menu under one roof
• Jordan's Mexican heritage and why this concept has always been the dream
• The operational systems and people-first culture behind rapid growth
• Ice sculpting, wedding ice, and Good Ice's evolution beyond the bar scene
• A future taqueria in Shaw, neighborhood development, and what's next for the group
• Favorite restaurants in St. Louis right now: Jujube, Mainlander & Little Fox
• Finding balance: charcoal drawing, golf, and mental health


Come for the pasta and tacos. Stay for the vision. 🍝🌮

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Transcript

Good Hospitality: Ice, Art, Pasta & a Mexican Dream

SPEAKER_00 0:00

Thought I knew what I was doing in restaurants before that, and and thank God I didn't open a restaurant because I had no idea the back end business side of things that it took.

SPEAKER_03 0:07

Suede Dispensary, now with 12 locations across Missouri, is taking convenience to a whole new level. The cannabis brand just opened its first ever 24-hour drive through storefront and overland, meaning you can order online and pick up anytime, day or night. Whether you're planning ahead or making a late night run, Suede is ready when you are with quick pickup, expanded delivery, and a seamless experience. Hello, welcome to the Sauce Podcast. I'm your host, Lauren, and I am here with Jordan Goodman, and he is the owner of Good Hospitality, which is quite a burgeoning little uh establishment over there in the Grove and downtown. So why don't you just tell us about all your businesses?

SPEAKER_00 0:54

Yeah,

Welcome to The Sauce Podcast

SPEAKER_00 0:55

absolutely. So um uh my first business I started was Good Ice. Uh I started that back in uh 2020, which was uh a fun time to start a start a business March. Yeah, 2020 is about when I started getting my first uh accounts and then everything shut down. But

Introducing Good Hospitality and All Its Concepts

SPEAKER_00 1:11

um that was uh that was good for me. I learned how to grow a business uh slower than I probably would have had the whole world not shut down. So uh so that gave me a lot of opportunity to learn and to fail and and uh the stakes just were a little bit lower because there wasn't a lot of a lot of business out there to be had and um got that up and going, um, with kind of the goal always to open my own restaurant. I really thought

The Origin Story of Good Ice

SPEAKER_00 1:36

that good ice would be um kind of a way to make relationships and uh and and get in with people that I didn't know I was young in the industry, and I just really wanted to get connected to the restaurant tours and um and the the media and and everyone with good ice and um and it really turned into something that I launched good company off of rather than uh kind of leveraging it to make the relationships. And uh so we opened up Good

Launching Good Company & Aparri in the Grove

SPEAKER_00 2:02

Company. Uh we're in year three right now. Uh it was our first uh hospitality outlet in the grove. Uh shortly after that, right next door, we opened up Api, uh, which opened up as a wine and tomorrow bar. Um, but we uh we're just having such great feedback from the food. Uh and as we kind of uh you know started to figure out who we were, we realized we're we're really uh uh a small plates kind of tapa style restaurant. So uh it's gone more Spanish now, still Mediterranean inspired, but much more of a Tapa style uh restaurant. We do some tasting menus out of there, um, a la carte menus. It's a really fun, small, intimate space. Um so we've had those for the past uh couple years, and we've been working on some new projects that are all um kind of coming to fruition at the same time. Uh we took on Trust uh late last year. Uh so that is a uh was a cocktail bar um downtown under uh previous management. We took over the management of that space, um, added cafe programming during the day, uh really leaned into

Trust: Cocktail Bar, Café & Art Gallery Downtown

SPEAKER_00 3:04

the events, and then kind of our common thread through all of that is we run as an art gallery as well. So we'll have uh we have opening nights uh about every other um every other month. Um we uh rotate through local artists. We have an in-house curator who also works for us at Good Company, um, and we run that, and that's been really, really fun. It's been I'm super passionate about downtown, super passionate about St. Louis history and architecture. The building we're in at 401 Pine is one of a kind. It's a really incredible old bank that we've uh put that uh outlet into. And and then from there we uh we have an Italian spot and a Mexican spot opening up here uh any minute now. As soon as we can get things uh through all the red tape and and uh get our permits and our licenses, we'll probably open them both within maybe the same month of each other. Wow, yeah. They're really stacking on top of each other, but it's been a long time in the works for for both of them. About two years for the Mexican restaurant, which would be called Chico Bueno and Chico Malo, and then about a year for the Italian restaurant, which is Baya.

SPEAKER_03 4:06

Baya. I know. I was so excited when I heard about Baya because that's where I went scuba diving

Two New Openings on the Horizon

SPEAKER_03 4:11

in the sunken city.

SPEAKER_00 4:12

Yeah, I know. You you kind of you enlightened me to uh to the history of that word on that side. We we kind of leaned into the uh it's Italian Riviera inspired um design, not necessarily the the menu, but the design is and so as we were looking through words that fit, you know, something that kind

The Story Behind the Name Baia

SPEAKER_00 4:29

of was short and impactful, but also made sense. Baya meaning bay or cove was um where we went. And then you let me know about the the sunken city of Baya and we started doing some research on that. It's super interesting.

SPEAKER_03 4:39

Yeah, so it was the Las Vegas of ancient Rome, and then it sunk, and you can go outside of Naples and just scuba diving, and it's like 15, 20 feet deep.

SPEAKER_00 4:49

It's not I need to expense a trip to Baya. Yeah, you do. I mean, I think you could write that off. Sure.

SPEAKER_03 4:54

Okay, yeah. Tell us um about the menu at Baya.

SPEAKER_00 4:57

Yeah, the menu, uh, we're really excited. It's gonna be super pasta focused. Um, right now, kind of we're looking at about 20

Inside the Menu at Baia

SPEAKER_00 5:06

dishes for the the menu, 10 of which being pasta. Um, it's gonna be a real focus on that. The kitchen is uh right in the dining room, it's a fully open kitchen. Um, and our pasta counter will be right at uh that open kitchen counter. Uh so we'll be making everything from scratch. Um, we're gonna be you know doing our own stuffed pastas, extruder pastas, long noodles, um, radiatory, uh, just a ton, a ton of you know, just playing around with with the art of pasta making there. Um, and like I said, that'll be really the main focus of the the menu. We'll also have entree items, uh, you know, Fiorentine steak, um, you know, some fish, uh, things like that. We'll have some anti-pasta as well. So there'll be a full menu built around that, but the focus really being that handmade pasta.

SPEAKER_03 5:54

I think that's so important because why would we eat box pasta? That's right. That's right.

SPEAKER_00 5:59

Yeah, it's uh the handmade pasta is the fresh, you know, freshly extruded, freshly cut. We'll be drying pasta right there at the counter. Uh, some of them will be cut to order. Um, so that that flavor that you get and and the texture you get from the fresh pasta, you can't replicate it with anything dry.

SPEAKER_03 6:16

No, it's hard to go back. Yeah, I was on a vacation at this Italian restaurant and it was like a nice spot, but I it wasn't handmade pasta, and I didn't eat that much. And the the waiter was like, Oh, what's wrong? And I was like, Oh, nothing, no big deal. And he kept asking, and I was like, Okay, you want to know? Like, it's not handmade. Like we have standards. Uh okay, so um tell us about um your Mexican concepts.

SPEAKER_00 6:40

Yeah, so uh so I'm half Mexican, my family's from Texas, uh El Paso, Texas, and uh I'm the only one from my family that's born in uh the Midwest. Uh ever all of my other siblings were born in Texas, and when they came to St. Louis, really was kind of a distancing and assimilating uh from our culture. Um and so I didn't really grow up with uh a lot of my Mexican traditions that a lot of my family did. Uh, we'd go back to El Paso and I would I would get tastes of it. Um I'd get exposed to it. But uh here in St. Louis, I just didn't really have a connection to it. Um and as I got older,

Mexican Heritage & the Dream of a Mexican Restaurant

SPEAKER_00 7:16

started doing some more research. Uh my mom was big into our ancestry and starting tracing back um our roots in Mexico. Uh, started getting a little more connected to it, but as I got into the restaurant industry, food and beverage is really how I connected with my Mexican culture. Um, that's what I know, and and it allowed me to speak um, you know, that language. Uh, and so I have dreamed that's really been the dream of mine is to have a Mexican restaurant. Um, that was always kind of the concept I thought I'd open first. Um, good company, um, and Apiri and Baya have just all made more sense to do. Um, but we had always been wanting to do a Mexican restaurant. And so um we've it's gone through some iterations, it's gone through a couple of different uh spaces that we thought it would go into until we finally landed um where we're at in the grove now with that concept. And so we'll be doing uh two different styles of Mexican food. We'll be doing uh a more street-style taqueria out of one side of the building that we're in. Um that's gonna be really fun. Six to eight tacos. You can make those tortas as well. Um, those are gonna be

Chico Bueno & Malo: Two Concepts, One Building

SPEAKER_00 8:25

uh fresh-made, uh baked-in-house um bread that we'll be doing the tortas on, a few different salads, a few different sides, but a really focused menu um built around those tacos. And then right next door, um, we'll be doing a high-end Mexican restaurant. And and that is gonna be uh kind of our our playground. We're gonna do a 24-seat tasting menu in the back half of that side, and then the front half we'll do again about a 24-seat a la carte menu. So you'll be able to come in, order a la carte items. They won't be the items that we have on the tasting menu, um, but you can get your your kind of exposure to the kind of cuisine that we'll be doing there, and then we'll do like an eight to ten course um tasting menu in the back.

SPEAKER_03 9:08

Our podcast sponsor is Forehand Brewing Company, which is celebrating 10 years of citywide here in St. Louis. Uh the 10th anniversary celebration will feature collaborations with fellow iconic St. Louis companies, including Sauce on the Side, High Point Drive In, Sugar Fire Smokehouse, Gus's Pretzel Shop, Fitz's Root Beer, Blue City Deli, STL Toasted, Strange Donut, Peacemaker, Lobster and Crab Company, Clementine's Ice Cream, Strange Donuts, and more. Okay, so what is giving you the confidence to expand so quickly?

SPEAKER_00 9:41

Yeah, I think um we had built good company to um we we built our back end and our structure to to scale. So m uh

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SPEAKER_00 9:54

right before uh good company, my most recent job was uh on the corporate team

What Gives the Confidence to Expand So Quickly?

SPEAKER_00 9:58

at Salt and Smoke. And um, I had really uh helped put a lot of the back-end systems in place. We moved our entire accounting, inventory tracking, all the really boring stuff of the restaurants. We I had been there for this kind of transition period and helping build that out. Um, also a part of a couple really big initiatives around food costs and around labor costing that we needed those numbers uh from our back end system to really be able to execute on. And um and seeing that, getting that exposure was I mean, it was really my MBA in in restaurants. I thought I knew what I was doing in restaurants before that, and and thank God I didn't open a restaurant because I had no idea the back-end business side of things that it took. Yeah. Um being in the assault and smoke group really opened my eyes to that. Incredible operators over there. Um, and so we kind of set up good company with the structure of a salt and smoke on the back end because we knew we were gonna we were gonna scale quickly.

SPEAKER_02 10:55

Yeah.

SPEAKER_00 10:56

So uh, you know, we knew we'd been we've been in restaurants for three years, we've been in business with our business partners for six years. And so, you know, I think it seems like really quick growth now because our most public-facing business is still relatively young, but we've been we've been running businesses together for for

Building the Team to Scale

SPEAKER_00 11:13

six years now. And so I think we kind of feel like we have taken it slow, and now it's time to ramp that up. Um, and then uh, you know, we had an eye for that, but really I think the the key to being able to scale is people and and human resources. And we have uh an incredible team right now. I mean, our our culinary team that we have, we feel so confident in. David Erickson, who's taking over as the executive chef at Good Company and Apparie. He's been with us, he built those restaurants, actually built those restaurants out with us. Oh, nice. Has been on the team since we opened that, under working under uh John Priestley, who's uh gonna become the executive chef at Baya.

SPEAKER_02 11:50

Okay.

SPEAKER_00 11:51

Uh John and I worked at O Pizza together. Uh, we have um a lot of experience running um Italian restaurants together. Uh the uh most recent GM of O Pizza is actually coming on board to open this with us as well. She worked uh with me when I was in that group and worked with John for four or five years. Um we've got the front of house, we've got the back of house. They've already opened Italian restaurants together at a very high level. Uh, so we feel really confident about that. And then Adrian Maldonado over at um over at Chico Bueno and Chico Malo is just a fantastic chef. Uh he's got uh Sydney Street, Balkan Treat Box, Idle Wolf experience. He's learned from some of the best. Um, and he's just a real talent, and we feel really comfortable with him. And then over at Trust, uh, we've got a small team over there, but they are incredible. Three of our strongest people in the group are all based out of that, and it allows us to kind of run that relatively hands-off. I I, you know, I'm absolutely involved in in operations, but the day-to-day of all the restaurants is taken care of right now. So we've invested heavily into our people, um, tried to build out um the benefits and the lifestyle, uh, kind of trying to give people work-life balances and and really being focused on on the humans in our organization that's help us retain really great people and develop really great people and attract from the outside.

SPEAKER_03 13:19

Yeah, I love that. Okay, cool. Okay, for our listeners who are not familiar with good ice, I think um they might not realize that you're everywhere. So tell us about that.

SPEAKER_00 13:29

Yeah, that's uh really fun. Like I said, I I didn't really expect it to grow into what it's it is now. I really thought it would be something small that helped me leverage relationships and would always stay something kind of small, but we've got five full-time employees over there. Wow now. Um we do handcrafted clear ice for bars and restaurants around St. Louis. We've gotten really into the wedding scene too. So we do custom wedding cubes or people's signatured uh drinks at

Good Ice: Ice Sculpting, Weddings & 100+ Venues

SPEAKER_00 13:59

their weddings. Um, then we started expanding into ice sculpting, and uh it's kind of been our biggest growth over the last couple of years is is our sculpture business. Um we have been uh kind of apprenticing at uh other ice sculptures, uh ice sculpturists. Um we have some people that come in and we can contract out to for some of these more elaborate things. We've learned how to program our machines for ice sculptures. So that's been really, really fun. We do a ton of uh like martini luges, uh, we do a ton of uh raw bars for weddings, and then we do like uh, you know, for for Mother's Day, we had I think we had like eight restaurants that all got sculptures for that. So we're able to leverage our our relationships in the restaurant world and also got uh you know went pretty deep into the the wedding side of things and the events of things.

SPEAKER_03 14:51

Yeah. Well, I feel like I see those custom ice cubes like every bar I go to. How many spots are you in around town?

SPEAKER_00 14:57

Oh man. Um right now I think our like standing deliveries uh are probably around 50 a week that we take to bars and restaurants. We have um a lot that we'll order once a month and go through that. So I would say, you know, total like venues, bars, restaurants, probably north of a hundred that we're in around St. Louis. It's fun. It's really fun.

SPEAKER_01 15:21

I love ice.

SPEAKER_00 15:22

It's really fun. It's fun, it's fun making those relationships. I think that's you know, that is why what I love about the restaurant industry and probably just life in general is being able to connect with people, make those relationships, and feel like I'm part of their journey as well. And we offer a lot of free advice. And you know, if someone is our client but they want cocktail advice, yeah, I'll help them out with that. You know, really whatever. It's we're we're an open book because we think that if we deliver value, that that relationship will become stronger and we can continue to build a business based on you know off the back of relationships.

SPEAKER_03 15:58

Totally.

SPEAKER_00 15:59

Yeah.

SPEAKER_03 15:59

Cool. We guys are killing it.

SPEAKER_00 16:01

Thank you.

SPEAKER_03 16:02

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SPEAKER_03 16:19

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SPEAKER_00 16:37

Oh man, so I got two little ones. Yeah. Uh, so my it's a lot of fun, but not a lot of free time. Uh I know. I am uh pretty much working or with my kids if I do have some time. Uh I love to golf, love to get outside. Um, I've picked up uh charcoal drawing in the last six months or so. Um, and that's been really nice. I I was, you know, having problems turning off my brain as I went to bed with everything going on. And that uh kind of creative outlet right before bed, um, being able to just kind of solely focus on what I'm doing right then and be super present uh has been really nice

Life Outside the Restaurant: Kids, Golf & Charcoal Drawing

SPEAKER_00 17:18

for uh just my mental health, my sleep, all that sort of stuff. And I wish I had more time. Uh, you know, it's it's hard when it's 11 p.m. and I'm exhausted and like, oh, this is gonna be good for me, but also I'd rather, I'd really like to just go to bed. I know. But it's been it's been really fun. I've always been creative. I think that's what I like about restaurants. So being able to have that outlet's been really nice.

SPEAKER_03 17:39

Okay, that's fun.

SPEAKER_00 17:40

Yeah.

SPEAKER_03 17:40

And where do you like to eat around town?

SPEAKER_00 17:43

Oh man. Uh, I wish my list was getting checked off faster than it is. Everything it keeps growing growing and growing, and and I uh I have a list that I am trying to narrow down, but I just don't have the free time right now. But I would say the two places that I'm eating probably the most at right now. We've been going to Jujubian and Mainlander.

SPEAKER_03 18:05

I was just there last week.

SPEAKER_00 18:06

Oh my gosh. I love it. It was good. I love the vibe. Yeah, I love that we can get we can go in, order the menu on that side. You know, I

Favorite Restaurants Around St. Louis

SPEAKER_00 18:14

think it's four dishes, uh, get a couple drinks, um, and and kind of just get like a full experience. And it's uh it's affordable too. I I don't 120 for two people to order the entire menu and a couple drinks has been amazing. So we really like that. Um Kevin over there is doing a great job behind the bar as well. So we've been going there, and then any special occasion, we're going to Little Fox right now. It is just we love the hospitality, we love the people over there. The food's amazing, the drinks are amazing. It's uh, you know, if you're gonna get uh you know, if you're gonna spend that money right now, you know, prices are are high and they they need to be all around. And so you really need to make sure that you know what you're getting. Again, like a Louis for us, too. You know, that Louie, of course. Those where you just know what you're gonna get, you know it's gonna be amazing, you know it's not gonna be a waste of money. Uh to me is super important.

SPEAKER_03 19:10

And so those three Louie, uh Little Fox, and Juju B right now are the Did you see Little Fox was in the last issue?

SPEAKER_00 19:17

I did not, but they deserve to be in every issue. Look, yeah. Look at him.

SPEAKER_03 19:25

Have you had this three carrots tall?

SPEAKER_00 19:27

I don't think so.

SPEAKER_03 19:28

Oh, you have to get it.

SPEAKER_00 19:29

No, Dakota had a drink on the menu that was like a white Negroni.

SPEAKER_03 19:32

Ooh.

SPEAKER_00 19:33

Um but he was using a uh I believe it was a sherry, um, that he can't get his hands on right now. So I that's the one that just like I need it. It was so good. But the it was a three drinks tall.

SPEAKER_03 19:45

Three carrots tall. Three carats tall. Um yeah, and it, you know, I never double order a cocktail when I'm out, and I double-ordered that one. So if that tells you anything.

SPEAKER_00 19:53

I'll have to try it. Yeah, no, the uh I think that's what probably I love most about little fox is that you get incredible food, but you get awesome drink at the same time. And there's definitely places doing that around town, but I think they're doing some of the best where you can get you can get both, and the hospitality is incredible. We just do it all so well.

SPEAKER_03 20:13

They're certainly on my list as well. Yeah.

SPEAKER_00 20:15

Okay. Yeah.

SPEAKER_03 20:16

So I know you've got a lot going on this summer. Yeah. Are you thinking bigger picture than that, or are we just focused on these two restaurants you've got to get at?

SPEAKER_00 20:23

We've got some, we've got some things in the works. I think for us, um we have uh, you know, we're really interested in um kind of neighborhood development. We're interested in the areas we go into and really being involved

Bigger Picture: Neighborhood Development & Future Plans

SPEAKER_00 20:38

in um the behind the scenes, getting involved with the neighborhoods, trying to invest into the real estate as well, um, work on partnerships. So we definitely have some things we're working on. Uh we acquired a building over in Shaw that we'll be putting uh a little uh taqueria into over there as well. So that's over next to Fiddlehead Fern. So we'll be having we'll be uh you know sharing more about that, but that'll be you know late this year that we have. And uh we've got some partnerships that we're working on that we think could be super impactful to um St. Louis and some of the areas that we're we're really interested in and helping develop. And so uh nothing to announce uh yet as far as those go, but yeah, we're we're you'll let me know when you're ready. We'll let you know.

SPEAKER_03 21:24

Okay. Is there anything else you want people to know?

SPEAKER_00 21:29

No, I don't think so. I mean I think as far as like the restaurants go, as far as what we're doing with good eyes, I think that's really it. You know, we just like to try and be part of the community. You know, we're investing heavily in the grove. I know you sent me a text that I never I thought I responded to, but I never I never did get around to buttons.

SPEAKER_03 21:52

It's all good.

SPEAKER_00 21:52

The uh but you know, like for us the the areas are really important and and and I'm like I mentioned about trust. I'm super super passionate about St. Louis, born and raised here, went as far as Mizzou before I got called back to St. Louis and I just really want to see. I think that we can be I think we can we have the people, we have the infrastructure, we have the talent here to be able to be an incredible food and beverage in you know, just all around city. I think for me, uh kind of a walkable live-play neighborhood has always been something that I've wanted. I moved directly into

Why The Grove & St. Louis Matter

SPEAKER_00 22:28

the Central West End when I came back from uh from college and lived there for six years or so. Um that that sort of living, that urban living, is really, really um enticing to me. And I I I think that we can. I look at Chicago with Fulton Market and and Randolph Street there and see what they're doing. And um, you know, I I I I think the Grove can be something like that. I think the Grove can can be a place where we have uh world-class restaurants next to dive bars, next to boutiques, next to, you know, all these different retail outlets, but also we've got some other kind of um, you know, we need grocery, we need um things outside of food and beverage in the area for for the residents. And the area's just booming. I mean, the amount of people just out walking their dogs and strollers in the grove right now is so fun to see.

SPEAKER_02 23:21

Yeah.

SPEAKER_00 23:21

Um, and so that's what we're hoping to do, is just hoping to kind of create as we as we invest and create density in in the areas that we're in, we can kind of you know help be uh a catalyst for what the next versions of these neighborhoods look like.

SPEAKER_03 23:35

Absolutely. Well, you guys are killing it over there.

SPEAKER_00 23:37

Thank you.

SPEAKER_03 23:38

And thank you so much for stopping by.

SPEAKER_00 23:39

Yeah, thank you for having me. I appreciate it.