If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask a seasoned restaurateur to describe his path to success.
In this edition of “Ask the Board,” we feature David Weeks, former captain of the University of Georgia (UGA) football team, who is a multi-unit, multi-brand restaurant franchise owner. Weeks runs 21 restaurants near Athens, Georgia, including Barberitos, Dunkin’, and four Newk’s Eatery locations.
With a background rooted in athletic leadership, Weeks has translated the discipline, strategy, and team-first mindset from his days on the football field into building a thriving restaurant portfolio, where his locations consistently outperform national averages.
Below, Weeks shares six key lessons from football that drive his success as a franchise owner.
Build a strong team
A strong team, just like in sports, is the foundation of a successful business. Much of my team has been with me for 10 to 15 years, including my director of operations, who was a high school football player on the team I used to coach.
I hire with high standards and provide strong support with the understanding that everyone is on the same playing field, working with me rather than for me. A team aligned in goals and values drives success and growth, and it is the reason why I was able to grow my first franchise into the 21 locations I have today.
Lead like a coach
As a multi-unit, multi-brand operator, I see myself as the head coach of an organization with many moving parts. My restaurants operate with dedicated directors and general managers who take on the role of coordinators and coaches, supported by a central human resources and admin team.
My job is to identify the right people for the right positions and set them up to succeed. The goal is to create a system where everyone knows their role, feels motivated to perform, and understands how they contribute to the bigger picture.
Respect the grind
The restaurant business, just like football, is a constant grind. For the first 18 months after opening my first restaurant, I was in the store from 7 a.m. to 11 p.m. every day. Although my role has evolved and I’m not on the floor nearly as much anymore, the hours and effort are still there, and I continue to approach each day with the same grit and commitment I learned on the field.
Football is too hard not to play to win, and the same goes for running restaurants. We don’t want to be average; we want to be the best in every market we serve.David Weeks, Franchisee
Outwork the competition
One of the biggest lessons football taught me is that effort drives success. In the restaurant industry, standing out from your competition comes down to food quality, cleanliness, and service — three factors that require relentless effort. I remind my team all the time that extraordinary effort is what sets us apart and keeps customers coming back.
Foster a strong culture
I’ve seen firsthand how a great team culture drives performance, just like it does on the field. While “culture” is a term that’s thrown around quite a bit, some don’t realize that it is a result of hard work and strong communication.
Our company motto is “Do the right thing and be nice!” It’s simple, but it applies to everything from team-building to exceptional customer service. We aim to create a positive, fun environment where team members enjoy coming to work, and in return, we expect them to give 100% every shift.
Adopt a winning mentality
Football is too hard not to play to win, and the same goes for running restaurants. We don’t want to be average; we want to be the best in every market we serve.
That mindset fuels everything we do, from how we train our teams to the goals we set for each store. I believe in setting the bar high, working toward it every day, and celebrating when we hit our targets. A winning mentality keeps our teams focused, competitive, and always striving for more.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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