Beer delivers more takeout customers.

• Author: Richter, Chris
• Position: PEOPLE

With apologies to H.L. Mencken, no one ever went broke underestimating Americans' desire to do things for themselves. Ryan Faircloth found that out when he opened Raleigh Take-Out in mid-2004. It wasn't enough for customers that the company brought food from restaurants that don't deliver. "When my driver got to the door, they'd try to give him another $20 to buy beer and bring it to them."

Faircloth, 26, took their pleas to heart. "If people are willing to pay somebody $20 to get them a six-pack of beer, why not try to get a permit and sell it ourselves legally?" It took eight months to get permits from the state Alcoholic Beverage Control Commission. And, before deliveries could begin in October, Faircloth had to invest in a refrigeration system.

The company sells domestic beers such as Budweiser, imports such as Newcastle and a variety of red and white wines. Prices start at $5.49 for a 12-pack of Busch Light, plus a delivery fee--$4.99 for trips inside Interstate 440, which circles central Raleigh, $6.99 to most other places in the city. Customers must pay for alcohol or cigarettes with a credit card while ordering. Drivers check customer IDs.

Faircloth wouldn't disclose revenue but says the company became profitable early last year. The margin on alcohol is...