Peter Demos is the President and CEO of Demos Brands. As a veteran restaurateur, Peter’s extensive experience in the hospitality industry includes owning and operating multi-location restaurants and brands across Tennessee. Peter also authored Afraid to Trust and On the Duty of Christian Civil Disobedience.
Here’s a Glimpse of What You’ll Hear:
- Peter Demos shares his career journey and finding fulfillment in the hospitality industry
- How to recover your business from the lasting impact of the pandemic
- Peter discusses what has affected changes in customer behavior
- Discovering passion for helping others through personal choice
In this episode…
In this episode of the SpotOn Series, Chad Franzen is joined by Peter Demos, President and CEO of Demos Brands, which has multiple restaurant locations in Tennessee. They discuss Peter’s experience in the restaurant industry from a young age, the pandemic’s impact on restaurant operations, and how society deals with the aftermath of isolation. Peter also reveals the inspiration behind his book Afraid to Trust and his dedication to helping others.
Resources mentioned in this episode:
- Peter Demos on LinkedIn
- Afraid to Trust by Peter Demos
- PDK Southern Kitchen & Pantry
- Chad Franzen on LinkedIn
- SpotOn
- Rise25
Sponsor for this episode
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Episode Transcript
Intro 0:04
Welcome to the Top Business Leaders Show, powered by rise 25 media. We featured top founders, executives and business leaders from all over the world
Chad Franzen 0:20
Chad Franzen here co-host for the show where we feature top restaurant tours, investors and business leaders. This is part of our SpotOn Series. SpotOn has the best-in-class platform for retail and they have a flagship solution called SpotOn Restaurant, where they combine marketing software and payments all in one. They serve everyone from larger chains like Dairy Queen and Subway to small mom-and-pop restaurants. To learn more, go to spoton.com This episode is brought to you by Rise25. We help b2b businesses to get ROI clients referrals and strategic partnerships through done for you podcast. If you have a b2b business and one of those great relationships with clients referral partners and thought leaders in your space, there’s no better way to do it than through podcasts and content marketing. To learn more, go to rise25media.com or email us at support at rise. 25 media.com Peter demoness is the president and CEO of Demos Brands and Demos Family Kitchen owning five restaurants across Middle Tennessee and hoping one more on the way including PDK southern recipe of Southern Kitchen & Pantry and multiple other businesses. He entered the family restaurant business at age 12 When he started working as a dishwasher in his in his dad’s Western Sizzlin restaurant. From there, his experience in the food industry and serving others gradually grew. He went on to earn his doctor of jurisprudence degree, during which time he discovered that he could better fulfill his passion for helping people in the food industry. His latest professional pursuit is the release of his compelling debut book, detailing his journey from fear-filled to fearless. It’s called Afraid to Trust. Hey, Peter, thank you so much for joining me today. How are you?
Peter Demos 1:53
I’m good. How are you? Thank you for having me on.
Chad Franzen 1:55
Good. Thank you. Hey, tell me a little bit more about your entry into the restaurant industry when you were young.
Peter Demos 2:03
So my father was a Western system franchise franchisee he was, he was a third generation restaurant restaurateur. And he left the restaurant business for a bit and got back in it with Western CISM and brought it to Middle Tennessee. So that’s how we ended up in the Nashville area. And about 12 years old, I started I would work summers started washing dishes and working as a fry, cook and work in the salads etc. And then when I got old enough to go work on my own, I didn’t want to work for him anymore. So I started working in other places like I worked at Bonanza restaurant, I worked at Perkins that worked at Houston’s restaurant when I was in college. And so just so any any any time I had, I just kind of worked different restaurants around the time and became a lawyer. And one day I just said, You know what I’m really I was present when I was even practicing law, I was working part time in my parents restaurant. And I just said, you know, I just don’t want to be a lawyer, I was listening to some conversations that were taking place. And I was like, I just don’t want to have that conversation. And you know, 10 years from now and it wasn’t a bad conversation was anything bad was just like, that was just kind of my my clue of that’s not where I want to be. And, and so I called my father up and said, hey, I’m interested in coming back if you want to have me and what I didn’t know is that he was getting to an age where he was looking for someone to buy the restaurant. And so that gave him the opportunity for me to come back in instead and and that’s where it kind of goes from there. So that’s how I ended up kind of getting back into the restaurant business from that point.
Chad Franzen 3:37
Okay, great. How important would you say your father was and your father was in your professional background?
Peter Demos 3:43
You know, but both is extra, both my father and mother for various reasons. So extremely important. You My father taught me how to run a business, my mother taught me how to because she became a dining room manager for my father and was instrumental in creating the systems that we have for Demos is and and so like Sunday morning she and I would open the restaurant together and then we if we hurried fast enough, we would go across the street to Hardee’s get a chicken and biscuit and and sit down. And then we would argue over what servers were good, what servers weren’t good, how to manage people, etc. And she really kind of taught me how to manage people. So she really taught me how to run a dining room and how to and how to pay attention to details and that type of stuff. So they were both instrumental in different ways. And getting me to where I’m at right now.
Chad Franzen 4:32
So when you originally decided to get your law degree, what was your intention at the time?
Peter Demos 4:37
So I originally wanted to become a lawyer back in. See I probably was in middle school when I wanted to be a lawyer. My father is one of the few times I was allowed to skip school without being sick. And he was being sued actually, well, no, he was sorry. He was a witness in a criminal case. It was a fraud criminal case and the defendant wanted to represent himself. So he was calling everybody as witnesses. And my father is one of them that he calls a witness. And, and I was so fascinated with the whole process. It just, it really, really was intriguing to me. And so at that point in time, I started reading books on law and reading books about lawyers. And, and I was like, This is what I want to do, I want to go into law to really help people and, and that’s why I chose to go into that profession. So again, I worked, I worked as restaurants, even law school, I worked as in restaurants. And then as I as I moved from that, and again, I recognized at some point in time that in the restaurant business, we have the ability to help more people than we do as a lawyer. And lawyers help people don’t get me wrong, it’s not the fact that they don’t, but they do a much better restaurants impact people’s lives, whether it’s our employees, or whether it’s our customers, we have an impact on them. And if we choose to, we have an impact in a tremendously positive way, you know, many of the restaurants I worked at did not have that they didn’t have that mentality. But that was the reason why I chose to go back into that business. And, you know, and I will say, even if I choose to leave the restaurant business, you know, I will end up going into something where again, I can have an impact on people’s lives.
Chad Franzen 6:19
So you eventually decided that you didn’t want to become a lawyer.
Peter Demos 6:25
I am a lawyer. So I did become one. Right. But what I’m not right, yeah. Not permanent, not permanent. That out loud, though. So you’re doing that?
Chad Franzen 6:35
So so how has getting your JD helps you fulfill your passion for helping people within the restaurant industry?
Peter Demos 6:44
You know, I don’t know if, you know, we’re, we’re being a lawyer has helped is there’s been several areas is that in, in the restaurant business, we are scrutinized by so many government agencies, city, city officials, state officials, federal, you know, and there’s all the administrative agencies within each and, you know, so you have those, and then you then when you’re dealing with a lot of employees, and a lot of customers, it’s particularly in the litigious age that we’re in, you know, you get sued a lot. And so it’s very helpful, very beneficial to kind of understand and see it and, and it’s kind of neat for me to have other people, you know, come in from other restaurants and say, oh, you can’t do that. It’s against the law. And I’m like, actually, it’s not against the law. They, these larger corporations, some of them set up blanket statements for because either that may be the law in California, and they have restaurants in California and here, and therefore, they have to kind of just make a blanket law and not state specific, or they just don’t want to take any chances. And so they say, okay, look, we’re just going to make this a blanket law. Whereas with us, we have a little bit more flexibility. And because of that background, we can do certain things. But I was also able to use the law degree to do things like the unemployment law that’s written right now was one that was drafted by me, it was a lot of changes to it, a lot of people were instrumental in getting it passed. But the but in order to be able to help us kind of and help our industry as a whole, and not only that rising the unemployment insurance, but also in order to keep people on our payroll more as people that are gaming the system at that point in time and trying to move from place to place
Chad Franzen 8:28
was there kind of a circumstance that you realize that you would really miss the restaurant industry, as you’re pursuing an alternate career, that really, that was a way that you really liked to help people?
Peter Demos 8:39
You know, it was there’s kind of really two factors, you know, there again, I was sitting in a habit of listening my desk, and I was having a listen to a conversation and just just realized I didn’t want to have that conversation in 10 years, it was just one of those that you just kind of, you’re just sitting there and you’re just like, it just kind of just not where I see myself, that was part of it. But the other part of it was was the days I worked in the restaurant part time, I didn’t get tired. Like when I practice law, about 1:30-2:00 o’clock in the afternoon, I wanted to nap. And the days that I could leave and go work in the restaurant that night and close the restaurant down. I didn’t get tired at all, and that the energy level at night was just tremendous. And I’m, I like to joke and tease people etc. And you have that opportunity in that profession in the restaurant. So I would go there and it was just kind of fun and you can just talk to people and just kind of be yourself were law, you had to always maintain a level of professionalism at all times. And it was just a little bit more difficult to relate to some of the people that I couldn’t so just kind of but there was not like one specific thing where I was like, Oh, it was this person on this time. It was just a lot of little factors and it was just a realization one day that this is where I needed to be.
Chad Franzen 9:52
Can you tell me a little bit about PDK Southern Kitchen & Pantry and what a customer can expect when going to one of those located Since,
Peter Demos 10:01
yeah, so it’s a fast casual restaurant, which means that just one of those that you pay at the counter first and then we’ll deliver the food to you, we’ll give you a number then then then you will bring the food out to you. But one of the things that recognized was that with fast casual, I did a research on the 50, top 50 fast casual restaurants. And of those 50 fast casual restaurants they specialize 37 of them specialized in one item that consisted of four things, it was either burgers, sandwiches, breakfast, and Mexican burritos are some time. And then I would think you’d get like down to 43 items when you throw chicken in the mix. But everyone all 50 did one item. And we recognize that one of the things that makes us very good at Demos is and and every concert we’ve ever done was the speed of service in which we can get items out. And so I was looking at it I’m like we have an ability to have more of an eclectic menu and it’s a southern menu. So but it’s eclectic in the sense that we have chicken, we got burgers, we got salads, we got sandwiches, we got shrimp, and grits chicken and waffles, hot chicken, you know, I mean, just an assortment of items that we can do. And we can get the items out within between six and eight minutes. Total ticket time. So by the time that a customer can come, they can get their food and leave. But it also allows them a variety. So like my kids, one of my kids love burritos, the other one loves chicken. And so it was always a battle whenever we would pick our kids up from a from a, you know, a game, you know, late at night, and it’s like seven o’clock, they still got homework, so we just had to grab food fast. And we didn’t want to go through just the drive thru, you know, at a fast food restaurant. And so it was just gave everybody an option that we had. And that was one of the things we wanted to create was that option.
Chad Franzen 11:57
Great, great. So this idea. You’re the one that started these PDK Southern Kitchen & Pantry?
Peter Demos 12:04
my wife and I did yeah, Kristen was also very instrumental. She deals with a lot of our marketing and brand management of it. Kristen also has a business where she helps businesses create their purpose statement, their values, their mission statements, and does that so she does facilitation helps them with SWOT analysis. So she does that. So she’s instrumental and kind of helping kind of get what was in my head, kind of out on paper, etc. And then again, she did the design and the decor of it and addition to feedback of other things that that’s particular particular in there. She’s also we also have a gift shop component. So people can come in there and just buy gifts. And we you know, a lot of those gifts that we have are from local Local Places or, or maybe from nonprofits that will help kind of support their organization. And so she’s been instrumental to of ensuring that we have, you know, the right amount of gifts and it’s kind of decorated, etc. And we have people hired for that type of stuff, but she’s over all of that as well. So she’s been extremely critical in that in the opening of this.
Chad Franzen 13:10
I’m guessing you started with one location. Where was that and what were the early days there like?
Peter Demos 13:16
So we started in Bellevue, actually, Bellevue right outside of Nashville and then a year later, we opened up in Mount Juliet. And so we actually went into Bellevue because they were creating their building the Ford Ice Center. That was there, there was a brand new movie theater in the area that we were in and, and a hotel was supposed to be built long before we went in. Well, the Fordyce center was delayed over a year, the hotel that the guy had went through five contractors. So it took forever to get built. And by the time those two got built, we only had a couple of months before COVID hit so yes so so what we went to Bellevue for the reason why we pick those areas just kind of went out the window so so you know, the in restaurants it’s always hard the first you know, year or so, you know, I mean, and then you’re trying to figure out especially the new concept, you know, what works doesn’t work, what menu items people don’t like they do like etc. And by the time you kind of think you started to get it figured out, you know COVID came and just changed the rules for everybody and everything. And then our mountain Julius dermatophytes we celebrated our one year anniversary under lockdown like we weren’t even open on the one year anniversary, so and then we have a third one that’s opening up on Charlotte pike in Nashville right now. So R is being constructed right now.
Chad Franzen 14:36
What about Demos family restaurant? What can the customer expect when going there?
Peter Demos 14:41
So that one’s that one’s we’ve been around. That’s the one my parents started. It’s been around for 30 Cali be 33 years in December so 32 and a half years and it’s a full service restaurant. It also has an eclectic menu of steaks, seafood pasta, chicken butt We have no fried food. And so originally when it when it opened it was Demos to steak and spaghetti house. And and then we just moved to Dennis’s restaurant because so many people just assumed we were Italian. And, and so, so we wanted people to try the other areas or the other items that we had. And so that’s where a lot of that comes from. And, you know, but we have everything from getting pot roast. And you know, our steaks or your steaks are hand cut, and season with our seasoning, special seasoning, we marinate them in our particular marinade. And, you know, so there’s a lot of different things. But uh, probably our most popular item, which wasn’t intended to be was our soup, we have a baked chicken and rice soup, which we ship all over the nation and including our spaghetti sauces, and a couple other items. And you could do that through our through Demos family kitchen website, where you can get it we ship it anywhere.
Chad Franzen 15:51
Oh, wow. How was COVID? Kind of important? How did COVID end up changing the operations of all your restaurants? He talked about how, how it affected you a little bit already?
Peter Demos 16:02
You know, I guess, during COVID, you know, there was there was a lot of things that were playing into it, which is you again, just trying to figure out what rules regulations in Tennessee, you know, the counties were all different, you know, so each county could rule a different ways. So wherever location we were in, we had to figure out what was going on there and trying to trying to, you know, know, what we can do can’t do, you know, dealing with customers who thought you were going to extreme one direction or too extreme the other direction. And then, you know, so a lot of that was taking place. And you know, we started doing curbside and that’s when we got UberEATS and deliver food and, you know, so we did a lot of that type, that type of stuff. But since then, you know what the impact of COVID has really been more negatively impactful after things started returning to normal, I guess for lack a better way to say it. Because at that point in time, we’ve seen two things we’ve seen customers that were customers always got angry, and probably the same percent always got angry, the way they portray it is tremendously worse and the way they they so I have a son who’s 19, who’s working part time as a manager right now one of our locations, and I got a daughter who’s 17 as a cashier. And the stories they come back with what customers say and say to them and do to them is unreal. And I again, I’ve been in this business a long time, and I’ve dealt with my share of really bad crazy angry customers. But but the volume of it seems to be more than the intensity seems to be more. And then obviously is a problem across the nation with every industry, which is labor. And so trying to figure out how to do more with less, you know, figuring out okay, do we shut down this week? Because, you know, we don’t have people do we, you know, how do we how do we make certain that people get trained properly and not sacrifice training, because you don’t have the people and you want to get them on the in rotation as fast as possible. So we’ve had to try to figure out how to really maintain the training. And then And then the last one is the supply chain. And you know, the figuring out what you’re going to be short or not short. Now back in October, we created what I call the Genesis 41 plan. And that is a plan where as reading in Genesis 41, where Joseph tells Pharaoh, hey, we get seven years of famine or famine coming up after seven years of good years. And so start stockpiling. And so we started doing that with all over non perishables, and I got seven storage units and, and we have everything from your straws to to go boxes, or whatever it happens to be. And so when our distributor runs out, we have a supply that we can provide ourselves. And then when this distributor gets it back in, we replenish our storage units. And that’s been it’s been instrumental and helping our employees, you know, frustrating it is when you run out of trash bags, or you can’t get a broom or saran wrap, you got to use 212 inch wraps instead of one to 120. And, you know, it’s that type of stuff. And it’s just been really, really helpful in maintaining our morale of our staff, and just being able to provide them the ability to take care of our customers.
Chad Franzen 19:11
Is this you mentioned kind of a change in customer behavior or comments that customers would make. Is this regarding COVID or kind of you just noticed the comments changing as a result.
Peter Demos 19:22
Is there anything I mean it’s really odd. So for example, we had a the most recent example I can think of is we had a customer that was angry, they came in with a 2020 top you know we can’t open up all the areas because we don’t have the staff for it. And so we had a certain area shut down. And we told them the wait time and the we had a we had a table that was we had to separate them into several tables to pull together in one table just wouldn’t get up. I mean, just sometimes that just happens. And we’ve gone over the wait time we were communicating with them saying hey, it’s only one table. You know, this is What happens, etc? Well, when the table got up, you know, two managers ran over to clean the table, you know, we had the host clean the table, and then they ran to go see, you know, by that time the customer started leaving, and you know, my son again, you know, try to chase them out and literally caught them in the street. It’s a side street. So it’s not like it’s a busy road type thing is dodging traffic. But it was still he caught him in the street, and tried to convince them to come back in and say, look, we got it now, etc. And the guy just cussed him out. And then of course, posted on social media, etc. Now the guy was very accurate on what he posted on social media. And he was right, in the sense of, we quote them a certain time it went over. But again, it was a reaction and the in the cussing and that sort of stuff. So again, I think what’s going on, and this is, this is Peter speaking, this is not any expert at this at all. But I think people are so angry at what’s going on and culture in our society, and they’re so angry with, everything else is going on that they have a hard time, you know, and they can’t take it out on the people they’re angry with, or they you may not even know who it is. So when something like that happens, I think it fuels and just adds to the fire that’s already in them. And then they explode. You know. So again, part of our job in the restaurant is to make people again, our job is to help people. So our job is to, to make certain that we make them happier, they don’t come out to eat because they’re hungry. They come out because they’re wanting the experience. And so our job is to try to fix that on them as best as we possibly can. And I think that’s where some of that’s coming in. And, you know, sometimes we just fail. I mean, I had a law professors say, you know, what, every day, doctors lawyers commit malpractice every day, it’s just a matter of whether or not it rises to a level of legal liability. I think it’s true with everything. I think you committed malpractice. They may whether you even caught it or not. I know I have, you know, I mean, it’s just, it’s just a thing that just happens because we’re human, and we mess up. It’s just Can we catch it before it reaches to that customer, and then ethic that’s where the key is on it.
Chad Franzen 22:03
When you hear about those stories, that doesn’t affect your desire and passion to help people.
Peter Demos 22:09
No, no, it doesn’t help. No, it does not at all. Matter of fact, I want to more I just, you know, it may it may. You know, there are times where I’ll be honest, it hurts. You know, there are times where you just kind of like, I don’t know, you know, I don’t know, this is worth it type thing. I mean, you go through those feelings and emotions. But reality is is, you know, right now, there’s so much anxiety out there, that there’s there’s there’s answers for peace out there. And to me, that’s kind of where the stage has to be set. That’s where it has to go. And, and, you know, so it makes me want to for that reason, it makes me feel it gets for lack of better way, say it makes me feel sorry for them. You know, my mother used to say, with grumpy customers, she’s like, you know, they got to deal with themselves 24 hours a day, you just got to deal with them for a brief period. And I think she’s 100% correct. On it, you know, but But you know, at some point in time, you really got to feel sorry for him. I mean, you know that, that they can get that angry over a five minute difference, or they can get that angry over something really, really small. And it’s generally not that small. It’s a last straw type thing. You know, and I know I have, I know, I have, particularly in my younger years, I know, I acted stupid and inappropriate to many places and many people. And I look back on it now. And I’m like, Yeah, because I was just in a bad place. And I didn’t know I was in a bad place. But I was in a bad place. And I think that’s where some of that is. And so these people, they’re, they’re in a bad place. And we’re it’s our job to try to, you know, try to just help them kind of find just just even even if it’s 30 minutes of a good place. I mean, that does a whole lot.
Chad Franzen 23:54
Sure, sure. Hey, can you tell me about your book, afraid to trust? What? What led to your decision to write that? And what is the primary takeaway for the reader?
Peter Demos 24:04
Yeah, so So about nine years, a little over nine years ago, I got saved and whereas was most of my life. I grew up around church and grew up in Christian schools. But again, just didn’t didn’t have a relationship with Christ. I was very angry. If you asked me, I would have told you I was a Christian. But that was a lie. I really wasn’t. And when I got saved, I said, okay, we’re turning everything over to Jesus. It’s all his and so that means turning our business over. That means turning my family over. That means turning, you know, your basic everyday decisions over and so and during that time, I would get up and speak to groups and people come up and say, Hey, I think you need to write a book. I was like, it’s just not ready for it yet. I just it’s just not there. And then we open up a restaurant that failed miserably and every sense and stuff of the world Word. God saw us through this process, but what it did was is when you’re up at two o’clock in the morning crying because everything is collapsing around you, you know, the financials, you know, friends that, you know, we’re there to support you the beginning of the business and saw was not going to work and they left. And you know, so there was all this stuff that we started seeing around us. And it just just God just taking away that pride and learning how to go through that process with him that he can provide that security for you when you don’t realize you have it. And so that’s what the book is about. It kind of leads from, from the story of me becoming a Christian hating Christians attacking Christians, and then going all the way to how God was faithful and getting us through this through the season. And if it weren’t for that season, that God showed us the way I don’t know how we got through COVID through in any type of sanity. But, but but we were able to utilize the lessons from that. So that’s a big component of what happened. And then it also talks a little bit about, you know, ways that we, you know, ways that we, you know, transformed our business to be a Christian business, not a business that has Christians in it, but a Christian business. And so that’s part of what we’ve done from there.
Chad Franzen 26:14
Great, great. Hey, I have one more question for you. But first, tell me how people can find out more about both of your restaurants and your book.
Peter Demos 26:22
So the where you can go as you go to PeterDemos.org. And then and that’s where that’s my personal website, that’s also you want to book for speaking or for, you know, and so I write a lot of articles and different things. So a lot of that’s on there. And then you can also but if you’re interested in the restaurants, there’s always Demos his restaurant PDK you can just kind of Google both of those and, and kind of find something about it and and then there’s always hyperlinks to everything else. So you know, everything has to be interconnected and woven to make sense. So that’s kind of what we’ve had to do there.
Chad Franzen 26:55
Okay. Hey, last question. If you were to go to PDK Southern Kitchen & Pantry as a customer, what would be your go to item of choice.
Peter Demos 27:03
Wow. So there’s there’s there’s really kind of depends on my mood. I love our PDK burger. It’s nice and simple. The fries are great. And the fries are one of the few things of fries that actually is it gets cold, it’s still actually good, which is really unusual. So so that to me is kind of the nice, simple go to our hot chicken. If I’m in the mood for something spicy, that’s also good. But then when I’m dieting like I am right now we get I get the the grilled salmon because our statement is fresh cut. It’s actually we cut it there, you’re where the customers are, they can see it if you come in the afternoon, you watch us do the prep on the salmon. But we have grilled salmon, and we either have fried Brussels or grilled broccoli that you can do with it. And you know, you can’t find that in fast food restaurants fresh cut salmon, grilled broccoli, you know, so, so that’s kind of that’s probably my that’s probably my number one. That’s one eat the most because you know I diet 300 days a year and wonder why the 60 days doesn’t make you lose weight. So
Chad Franzen 28:04
Hey, Peter, it’s been a pleasure to speak with you. I really appreciate your time and your thoughts and your insights. Thank you so much.
Peter Demos 28:10
Thank you appreciate it.
Chad Franzen 28:11
Thank you. So long, everybody.
Outro 28:12
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