David Jones / President of the Excellence Advisory coach of winning restaurants Forktales

David is a performance excellence coach focused on teaching, consulting and executive coaching for small to medium sized businesses, including many restaurants. 
David spent six years as a business/excellence coach for Pal’s Excellence Institute. Pal’s – or Pal’s Suddenly Service – is a drive-through only 31-location restaurant chain located in northeast Tennessee and southwestern Virginia. The restaurant is known for its speed, hospitality, cleanliness and people. 
Pal’s relies heavily on word-of-mouth marketing. That word-of-mouth allows Pal’s to spend roughly half as much on marketing as some of its similar competitors. 
According to David, COVID gave restaurants a second chance to make a first impression. Restaurants that were struggling before the pandemic were struggling after the pandemic, pointing to an internal flaw that contributes to that struggle. 
Some restaurants used the pandemic as a chance to reset and improve themselves to make a second first impression and win over new customers after the pandemic ended. 




Quotes











“What we see now is a lot of sculptures and spokescharacters have been discontinued. Architecturally speaking, we’re getting modern boxes that don’t have much life.” (Joseph)
“If you look at the new (restaurant) designs, they’re all basically the same. You really want to stand out in a sea of sameness.” (David) 
“How often in life do you get a second chance to make a first impression? If customers are coming back (after the pandemic), we have a chance to win them over and leave all that past behind.” (David) 
“If people aren’t buying it, it’s because they don’t want it.” (Joseph) 
“If you think about a restaurant and what it does, it’s really a manufacturing operation. You’re manufacturing food in real time for a specific order based on your menu.” (David) 
“Systems are one thing, but activating them tends to be where the rubber meets the road and where most people hit the road.” (Joseph) 
“Twenty percent of the effort is putting a system in place and 80% of the effort is sustaining it. You have to make it a habit. You have to change in a way that it’s harder to go back than it is to go forward.” (David) 




Transcript











00:00.91vigorbrandingEveryone today I’m joined by my friend David Jones he’s the president of a company called the excellence advisory which we’ll get into in a little bit. Um, but before we do David why don’t you say hello and give a little bit of backstory.
00:11.50David M_ JonesWell hello joseph and thanks for having me on today I considered a personal and professional honor to be here with you speaking to your audience and I’m actually an engineer by training 25 years in corporate America and then I had the great blessing and ability to work with. Pals through their business excellence institute which I hope we get to talk about and did that for 7 years and ah and today I do teaching consulting and coaching executive coaching for small to medium sized businesses including a lot of restaurants.
00:49.83vigorbrandingThat’s awesome. Yeah, so pals is um, essentially what prompted our connection on Linkedin. Um, and honestly it’s a concept I had never heard of they’re they’re not here in Georgia or in Central Pennsylvania so I just never come across them. But what really grabbed my attention and prompted our discussion was. Um, pal’s sudden service is what it’s called has these amazing huge sculptures on their buildings sculptures of their food like hamburgers and drinks and all kinds of things and this just struck me as such an amazing t