Restaurant Owners Uncorked

Part I: People-First Leadership → Culture Over Everything

In this episode of Restaurant Owners Uncorked, Wil welcomes Darren Spicer, co-founder and CEO of Clutch Coffee Bar, a fast-growing drive-thru coffee concept with 17 locations across the Carolinas. Darren shares his journey from bagging groceries to working at Dutch Bros, then taking a leap from a successful medical sales career to build Clutch Coffee with his co-founders. The conversation dives into the brand’s philosophy of serving “positive energy,” its people-first culture, growth strategy, and the importance of authentic customer service as a differentiator in an increasingly transactional industry. Darren highlights lessons learned in funding, location strategy, and leadership while underscoring his belief that hospitality is about genuine human connection, not just speed or convenience.Key Takeaways Origin Story: Darren’s first taste of customer service came as a teenage barista, which shaped his passion for hospitality. Dutch Bros Influence: His time at Dutch Bros taught him the value of culture and service, but a shift tp franchising pushed him to start Clutch. Founding Clutch: In 2018, Darren and two co-founders self-funded Clutch with $500K, opening two stores within four weeks. Unique Experience: Clutch delivers “positive energy” through upbeat music, face-to-face ordering, and genuine interactions, not just transactions. Drive-Thru Focus: The model is primarily drive-thru with small footprints, initially built from converted buildings, now expanding with custom builds. Company-Owned Model: All 17 locations are company-owned to preserve brand consistency and culture, though franchising may be considered later. Growth Strategy: Targeting 5–10 new stores per year with careful site selection—favoring ease of access, visibility, and commuter-heavy routes. Customer Base: Average customer is a 33-year-old female, but Clutch appeals to anyone on the move, from students to retirees. Challenges: Rising coffee tariffs and labor costs require careful pricing strategies while maintaining customer experience. Leadership Philosophy: Darren emphasizes intentional training, consistent reinforcement of culture, and leading by example to scale hospitality.

In this episode of Restaurant Owners Uncorked, Wil talks with restaurateur-turned-coach Josh Kopel about his journey from running highly successful, Michelin-rated restaurants in Los Angeles to how he ultimately transitioned to teaching profitability and marketing. Kopel emphasizes that hospitality is fundamentally about people, not products, and that lasting success requires a servant’s heart, resilience, and a willingness to embrace failure as a teacher. Their conversation explores the grind of restaurant ownership, the importance of clarity in brand storytelling, the danger of “scope creep” in menus or features, and why businesses must focus on benefits over features. Kopel also shares his philosophy of teaching everything he knows through a free masterclass, his use of AI as an “executive” assistant, and his mission to give more back to the industry than he takes.Key Takeaways Hospitality as performance art — Kopel discovered the industry young, viewing the bar as a stage and service as a performance. Servant’s heart over foodie passion — Restaurants succeed when owners love serving people, not just food. People burn you out, not the product — True resilience comes from loving the challenges of leading and serving people. Success without fulfillment — Despite outward success, Kopel sold his restaurant group during COVID to pursue time freedom and reduce overwhelm. Fall in love with failure — Excellence comes from reps and reframing failure as progress toward mastery. Clear positioning beats going broad — Success in marketing and restaurants comes from narrowing focus and stripping away distractions. People buy benefits, not features — Businesses must sell transformation and outcomes, not just functions or menu items. Michelangelo principle (via negativa) — Growth often comes from subtraction—removing what isn’t essential. Build a loyal tribe, not mass appeal — Strong brands unapologetically define who they are, attracting the right customers while turning others away. Marketing is storytelling clarity — Customers ask: Does this need to exist? Is it for me? How does it fit into my life? Teaching as giving back — Kopel runs a free five-day marketing masterclass to serve restaurateurs and build authentic trust. AI as an executive partner — Custom GPT tools can streamline SOPs, competitive analysis, and marketing execution for restaurants.

Tom and Amy Johnson are turning a years-long dream into B-Side the Tracks Brewing Company in Conyers, GA. Amy, a 30-year finance pro turned American Brewers Guild grad, will helm the brewhouse. Tom will run front-of-house and a small distillery (bourbon, whiskey, vodka; rum later). Their vision is a true “third place” with standout hospitality, pizza from a 700° rotating oven, smart limited specials, weekend brunch, and education-forward beer & spirits pairings. The path wasn’t linear: failed financing, lost earnest money, an architect/GC reset, a surprise ~$42k water fee, and an 18-month slog to close on their historic railroad-side building. Permits landed late May, renovation began in June, target opening is October. Equipment is en route, community excitement is real, and their service-first mindset (“welcome home”) is the throughline.8–10 Takeaways Hospitality > Hype: They’re building a neighborhood “third space” where regulars feel known. Service is the differentiator, not bells & whistles. Beer + Spirits, thoughtfully: Six house beers on 12 taps, a 1-bbl pilot for experiments (first up: a peach wheat), and a micro-distillery launching with three core spirits. Education matters: Tasting flights, three-course pairings (beer and spirits), and “why you like what you like” guidance to win over the “I don’t like beer” crowd. Menu discipline: 700° oven, ~90-second pizzas, tight rotating specials, and brunch on weekends, quality over quantity to control COGS and execution. Perseverance playbook: Multiple failed loans, lost deposits, a full architect/GC change, and a late surprise water impact fee, yet they kept going. Community roots: Name and location honor Conyers’ rail history. Goal is a Cheers-style welcome: “Welcome home, we’re glad you’re here.” Real operator chops: Amy’s ABG training (and engineering-heavy exams) plus Tom’s FOH leadership and distilling background from UVM/Colorado Boy. Own the asset: They bought the historic building; renovations started June after permits cleared in late May. Right partners: POS via GoTab for responsive support and fit; local construction management to keep it community-driven. Target timeline: Brewing kit is on the water (ETA late September); opening aimed for October (Oktoberfest whenever the doors open).

In this episode of Restaurant Owners Uncorked, Wil sits down with Nick Patel, a CPA who left corporate accounting to become a multi-unit franchise restaurant owner before pivoting back into accounting, this time with a focus on helping restaurant operators. Patel shares his personal journey from owning restaurants in Florida, the challenges of partnering with family, and the lessons learned from expanding too quickly. Today, he runs a thriving accounting and advisory practice that specializes in restaurants, helping owners navigate razor-thin margins, complex tax credits, and strategic planning.The conversation spans everything from partnership structures and breakeven analysis, to practical tools like Margin Edge and bill.com, to how strong customer service and “high touch” relationships are becoming rare advantages in business. Both Wil and Nick emphasize the importance of focus, humility, and planning as the foundation for restaurant success.8–10 Key Takeaways Focus Before Scaling – Patel’s experience taught him to master one location before attempting rapid multi-unit growth. Confidence without experience can lead to mistakes. Partnerships Require Operating Agreements – Family or friends in business together must clearly define roles and responsibilities upfront to avoid conflict and confusion. Cash Flow Is King – Restaurants should aim for at least six months of fixed costs in reserves when opening to weather delays, early inefficiencies, and training costs. Market Research Matters – Demographics, traffic counts, and competitor sales tracking (even via receipt numbers) are critical before selecting a location. Leverage Tax Credits – Tools like the FICA tip credit and Work Opportunity Tax Credit (WOTC) can save restaurants tens of thousands of dollars annually, yet many accountants overlook them. The Value of Niche Expertise – An accountant who has actually owned and run restaurants brings empathy and practical insights that generalist CPAs may lack. Technology Should Enhance, Not Replace Relationships – Tools like Margin Edge, Ramp, and bill.com help manage costs, but true value comes from maintaining high-touch service and communication. Service Excellence Is a Competitive Edge – With customer service expectations so low across industries, simply answering calls and emails promptly can set a business apart. First Jobs in Restaurants Build Lifelong Skills – Both Wil and Nick argue that everyone should work in a restaurant at least once to learn resilience, multitasking, and people skills. Relationships Create Opportunity – Patel turned an “unsuccessful” restaurant experience into a successful CPA firm by maintaining strong relationships and becoming a preferred vendor.

In this episode of Restaurant Owners Uncorked, Wil sits down with Chef Franck Desplechin, a French-born chef, pastry chef, and hospitality leader with over 26 years of global industry experience. Franck shares his journey from growing up in Brittany, France, to working in Michelin-starred restaurants and luxury hotels, and now stepping into authorship with his debut book Relentless Growth: Cultivating a Chef Mindset for Professional Fulfillment.The conversation explores the demanding world of Michelin-star standards, the importance of mentorship and leadership, the evolution of hospitality culture toward well-being and mental health, and why developing a growth mindset is essential for success in both restaurants and life. Franck also opens up about his process of writing the book, the challenges of publishing, and his mission to help the next generation of hospitality professionals embrace patience, resilience, and personal development.10 Key Takeaways Early Passion for Cooking – Franck discovered his love for the kitchen at 14, influenced by his parents’ cooking and a sense of not fitting into traditional school systems. Michelin Star World – Achieving and maintaining Michelin recognition requires relentless pursuit of perfection, but consistency in experience, not just execution, is the true differentiator. The Pressure of Excellence – Working in Michelin-starred environments means high stress, peer pressure, and potential burnout—but also builds resilience and mental fortitude. Mentorship Matters – Franck’s passion has evolved from cooking to coaching and mentoring, helping young chefs develop foundations, work ethic, and mindset. Book Mission: Relentless Growth – His debut book provides a blueprint for hospitality students and future leaders, emphasizing patience, adaptability, and the long-term pursuit of fulfillment. Growth Mindset vs. Fixed Mindset – Inspired by Carol Dweck’s Mindset, Franck emphasizes that talent alone isn’t enough; embracing failure and reinvention is key to lasting success. Self-Publishing with Intention – Instead of chasing traditional publishing, Franck invested in editors, designers, and PR to create a high-quality self-published book that may later attract publishers. Leadership by Empowerment – Great chefs empower team members to create dishes, develop ownership, and grow into leaders themselves. Hospitality Lessons Beyond Restaurants – The principles of running a kitchen—communication, precision, resilience—apply to any industry and leadership role. Future Vision – Franck hopes to leverage his book to speak at seminars, conferences, and even TED Talks, helping transform hospitality culture while raising the standard of leadership.

Wil speaks with longtime Schedulefly customer and Chicago restaurateur Pat Fowler. The conversation covers Pat’s unexpected path into hospitality, the risks he took to buy his first restaurant, and the challenges and opportunities facing independent restaurants today. They discuss economic pressures like rising costs, changing consumer habits, and competition from large chains, but also highlight the enduring value of authentic hospitality, community connection, and innovation. Fowler shares how his frozen pizza line became an unexpected new revenue stream and how social media and storytelling are now key to connecting with guests. Wil and Pat reflect on the realities of entrepreneurship, the importance of caring staff, and the resilience required to thrive in a difficult industry.Key Takeaways Industry Inspiration – Listening to fellow restaurateurs’ stories can provide therapy, motivation, and a reminder that no one is alone in facing industry challenges. Pat’s Origin Story – He pivoted from a failed finance/insurance career to hospitality, fell in love with the business, and ultimately bought his first restaurant using a credit card cash advance. Entrepreneurial DNA – Owning a restaurant requires risk-taking, thick skin, and comfort with constant problem-solving; outsiders often underestimate the difficulty. Economic Pressures – Rising food and labor costs, consumer belt-tightening, and shrinking margins make survival harder, especially against well-capitalized chains. Community & Hospitality – Independent restaurants remain vital because they provide authentic human connection and serve as anchors in their communities. Frozen Pizza Pivot – During COVID, Pat turned his restaurant’s signature pizza into a frozen product, which grew into a wholesale business and new revenue stream. Tech: Double-Edged Sword – Some tools (like text-based marketing or Schedulefly) are genuinely helpful; others, often pushed by outsiders, miss the mark. Social Media Storytelling – Sharing authentic stories and featuring staff builds customer loyalty and emotional connection to the restaurant. Staff Culture – Today’s workforce needs a strong “why” and meaningful engagement; great service still drives repeat business even more than food or atmosphere. Resilience & Adaptability – The restaurant business always faces cycles of challenge; those who keep innovating and focusing on guest experience endure. The Future of Service – As automation grows in fast food, demand will rise for intentional, human-centered full-service dining experiences.

Wil has a great conversation with Ross Davis, a longtime restaurant professional and operator in Oklahoma City. Ross shares his 29-year journey in restaurants, from waiting tables to management, and reflects on the evolution of restaurant culture, from high-stress, Gordon Ramsay–style management to today’s more intentional, people-centered leadership. They discuss generational shifts in alcohol consumption, the rise of cannabis culture, coping with soaring food costs, and strategies for sustainable growth without sacrificing hospitality. Ross emphasizes that great restaurants thrive on culture, consistency, and caring people—not just money or expansion.Key Takeaways  Hospitality DNA – Successful restaurant people thrive under pressure, love the chaos, and have hospitality “in their DNA.” Mentorship Matters – Both Ross and Wil credit early managers with shaping their careers through lessons about speed, efficiency, and professionalism. Cultural Evolution – Old-school yelling and screaming management styles no longer work; modern leadership requires calm, adaptability, and care. Generational Shift in Habits – Younger staff drink less alcohol, often preferring cannabis and healthier choices, shifting social and workplace dynamics. Profitability Under Pressure – Rising food costs force restaurants to innovate; Ross’s $10 taco lunch special is an example of delivering value while maintaining margins. Attention to Detail – Every penny matters in restaurants—whether it’s cheese shavings on a prep counter or sourcing spices more efficiently. Team Vibe is Everything – A strong, fun, intentional staff culture is felt by guests and even delivery drivers, creating memorable experiences. Four-Walls Focus – Echoing Keith Paul’s philosophy, success comes from obsessing over what happens inside the restaurant, not external advertising. Expansion Done Right – Opening a second location should only happen when management depth and culture are strong enough to duplicate—not just because of greed or short-term success. Technology Choices – Ross values Focus POS for reliability over flashier systems like Toast, which can pile on hidden fees and overcomplication. Schedulefly’s Differentiator – Personal, responsive service and simplicity make Ross stick with Schedulefly over bundled alternatives like Restaurant365. Sustainable Growth Mindset – Long-term success requires balancing profitability with hospitality, culture, and people-first leadership.

SummaryIn this inspiring episode of Restaurant Owners Uncorked, Pop, a Thai-born entrepreneur, shares his remarkable journey from arriving in the U.S. in 2005 with only $300 and dreams of becoming the next Bill Gates, to building a 12-restaurant hospitality empire. Initially working in restaurants to pay the bills, he discovered his true calling as a chef during a pivotal moment at a food court. Over two decades, Pop built Farmhouse Kitchen Thai Cuisine through authenticity, teamwork, and an unyielding work ethic, navigating challenges like the 2008 housing crisis and the COVID-19 pandemic. When the pandemic threatened his business, Pop innovated with visually appealing Thai food trays sold through DoorDash, turning a near-disaster into a massive success. He emphasizes hospitality from the heart, balancing tradition with innovation, building trust in his team, and creating restaurants that feel like home for both staff and guests. His story is a masterclass in resilience, adaptability, and leading with purpose.8–10 Key Takeaways Authenticity is the foundation – Staying true to his Thai heritage and hospitality traditions has kept Pop’s brand consistent and memorable. A defining moment can set your path – Cooking a dish unexpectedly for a customer early in his career gave him the confidence to pursue a culinary path. Innovation in crisis – During COVID-19, Pop transformed surplus catering trays into popular takeout sets, ultimately selling 150,000+ trays. Adaptability is essential – Shifting from 90% in-house dining to 100% takeout/delivery during the pandemic saved his business. Balancing tech with soul – Leveraging DoorDash, QR codes, and digital tools while keeping hospitality personal ensures growth without losing authenticity. Teamwork is built on trust – Pop transitioned from a “one-man show” to empowering staff through training, communication, and letting go of ego. Culture starts at clock-in – He insists on starting every shift with positivity, knowing energy flows through the food to the guest experience. Customer relationships go beyond transactions – Many regulars have become lifelong friends and part of the extended “Farmhouse family.” Leadership is by example – Pop’s own progression from prep cook to owner shapes how he mentors his team. Resilience is forged over time – Navigating personal, economic, and operational challenges has strengthened his business and leadership philosophy.

Summary: This episode of Restaurant Owners Uncorked features Molly Engelhart, a former Los Angeles vegan chef turned Texas cattle rancher and author of “Debunked by Nature: How a Vegan-Chef-Turned-Regenerative-Farmer Discovered that Mother Nature Is a Conservative.” Molly shares her journey from operating five vegan restaurants to running a regenerative cattle ranch and on-farm restaurant. Her shift came after realizing that all food production, vegan or otherwise, involves death, and that avoiding animal products doesn’t necessarily equate to environmental or moral purity. She describes the hidden realities of agriculture, the economic challenges farmers face, and the systemic issues in U.S. food production. Molly emphasizes the need for fair pricing for farmers, consumer education, and direct engagement with nature. She also discusses her upcoming Food is Medicine conference, aimed at connecting chefs, farmers, and consumers with regenerative agriculture and holistic health practices.Key Takeaways: Identity Shift: Molly moved from being a lifelong vegan and chef to a regenerative cattle rancher after realizing vegan agriculture still depends on animal byproducts and causes animal deaths. Food Waste Catalyst: Concerns over massive restaurant food waste led her to start a farm, sparking revelations about the true nature of food production. “Death on Every Plate” Reality: Whether eating broccoli or steak, agriculture involves death, via fertilizers, pest control, or mechanical harvesting. Economic Pressures on Farmers: Land, feed, taxes, and equipment costs make it nearly impossible for new ranchers to survive financially without inherited land or side income. Food Prices & Farmer Survival: Many commodity crop prices haven’t risen since the 1970s, while input costs have skyrocketed, contributing to the loss of 140,000 farms in the past decade. Health & Nutrition Concerns: She links modern diseases to refined flour, sugar, and agrochemicals, advocating for nutrient-dense, whole foods despite their higher cost. Chefs as Cultural Influencers: Restaurants can shift consumer perceptions by showcasing local, regenerative foods and promoting direct farmer relationships. Food Sovereignty as National Security: The U.S. has become a net importer of food, narrowing crop diversity and risking resilience. Systemic Change Needed: Calls for reduced bureaucracy, innovative housing for farm workers, and banking products to help small farmers acquire land. Upcoming Event: Molly is hosting the Food is Medicine conference (Sept 26–28) featuring workshops, advocacy training, and speakers like Will Harris, focusing on regenerative food and health transformation.