Former child star MASON REESE has abandoned acting for a new career - as a full-time restaurateur.

The redheaded actor became one of the America's most famous pitchmen in the 1970s, starring in commercials for brands including Underwood Deviled Ham and appearing as a regular guest on the Mike Douglas Show.

After opening up his own New York lounge, Nowbar, and investing in downtown Manhattan restaurant Paladar in the 1990s, Reese flirted with a return to the small screen in 2001 in a sitcom with actor Gary Coleman.

But after failing to make a successful return to the spotlight, 44-year-old Reese is planning to tend bar full-time at his new establishment in Manhattan's East Village, called Destination Bar and Grille.

He tells the New York Post, "(The TV show with Coleman) was about two former child stars that open up a private investigation agency in Beverly Hills. Unfortunately, we just couldn't get it done... I've always enjoyed nightlife, I've always found it to be really magical."

And the former actor is hoping the new venture will give more than his professional life a boost - he's expecting his new job will help him find love too.

He adds, "My priority is happiness in general. And if the right person decides to stop in my bar one night, I guess I'll meet her. Until that day comes, I'll be running the place five days a week and hanging out."