Second in Command: The Chief Behind the Chief Episode 454 - America’s Best Restaurants VP & COO, Doug Smith Release Date: March 4, 2025 Host: Cameron Herold Co-Host: Savannah Brewer Guest: Doug Smith

Introduction

In Episode 454 of the "Second in Command" Podcast, host Cameron Herold, alongside co-host Savannah Brewer, welcomes Doug Smith, the Vice President and Chief Operating Officer (COO) of America’s Best Restaurants. This episode delves deep into Doug’s unconventional journey from a 30-year career in radio broadcasting sales to leading a rapidly growing restaurant marketing company.

Doug Smith's Journey to COO

Doug's Transition

Doug Smith’s transition into the role of COO was neither planned nor straightforward. With over three decades in radio broadcasting sales and management, Doug ventured into the restaurant marketing sector in 2019 by partnering with his long-time friend, Matt. This pivot marked the beginning of America’s Best Restaurants, focusing on independent restaurant marketing through customer acquisition, loyalty programs, and social media storytelling.

Doug Smith [03:53]: “I saw myself as, I’m going to do sales. We’ll help run this small company, we’ll make some good money and kind of ride off into the sunset.”

As the company expanded from seven to over 50 employees and scaled from seven to eight figures in annual revenue, Doug found himself stepping into the COO role in early 2024 without prior experience in such a position. This unexpected promotion thrust him into a learning curve filled with challenges, notably mastering the art of delegation.

Doug Smith [04:30]: “There is no defined role with it. I mean, COO at one company is completely different from another company.”

Building America’s Best Restaurants

Dual Verticals: Marketing and Roadshow

America’s Best Restaurants operates two distinct verticals:

1. Driver (Marketing Division): Initiated by Matt in 2015, Driver focuses on digital advertising and customer acquisition for independent restaurants. The acquisition engine, born from Matt’s success with a restaurant client, allows restaurants to track sales and build robust customer databases.

2. America’s Best Restaurants Roadshow: Conceived in 2018, the roadshow promotes restaurant stories across the nation. Starting with a single Mercedes Sprinter van in Charlotte, North Carolina, the initiative has grown to include two vans, professional equipment, and a dedicated team producing over 2,000 episodes.

Doug Smith [07:59]: “We have two distinct verticals in our business and I help run both of them. And that’s really kind of, I think the best way to sum up what we do.”

Overcoming Growth Challenges

Self-Funding and Team Dynamics

Doug emphasizes the challenges of self-funding the roadshow without external sponsors or investors. The financial strain was immense, but Matt’s unwavering vision and substantial personal investments kept the initiative afloat.

Doug Smith [14:22]: “Every single thing we’ve done to achieve 2000 plus episodes has been self-funded. And it’s extremely stressful.”

The company boasts a diverse team, ranging from individuals in their 60s to energetic 20-somethings, all united by a common goal to innovate and grow despite obstacles.

Doug Smith [19:00]: “If you want a company where you’re set in structure, it’s been around for 30 years and you know exactly what’s going to happen every day, we ain’t it.”

Leadership Insights: Delegation and Trust

Mastering Delegation

One of Doug’s significant hurdles as an "infant COO" was transitioning from a hands-on sales approach to effective delegation. Initially resistant to delegating tasks, Doug realized that trust was the cornerstone of successful delegation.

Doug Smith [33:35]: “Delegation doesn’t mean that you’re weak for that you suck at something or you can’t do something. It’s the ultimate sign of, I guess, you know, being an authority and being in charge.”

Through continuous learning and support from the COO Alliance, Doug embraced delegation as a means to empower his team, fostering a culture where employees feel trusted and motivated to take on responsibilities.

Navigating the Visionary-COO Relationship

Collaborating with Matt

Doug’s longstanding friendship with Matt, the CEO and visionary behind the company, plays a crucial role in their professional dynamic. Initially, Matt’s relentless drive and unconventional ideas often left Doug feeling overwhelmed and unclear about his own role.

Doug Smith [21:43]: “Nicknamed the 'Matt whisperer,' I translate Matt’s calculus-like vision into actionable steps for our team.”

Over time, Doug earned Matt’s trust by consistently delivering results, allowing him greater autonomy and fostering a more balanced and effective leadership partnership.

Advice for CEOs and COOs

Earning Trust Through Action

Doug advises COOs to focus on small, achievable tasks to build trust with their CEOs. By consistently delivering results, COOs can establish themselves as reliable partners in executing the company’s vision.

Doug Smith [28:23]: “If you put your own little twist on it, fine. But don't sit and, you know, sorry. Don't sit and bitch about it or complain. Just get one of the tasks done and say, here, it's done.”

This approach not only strengthens the COO’s position but also paves the way for more significant responsibilities and collaborative success.

Effective Delegation Strategies

Empowering the Team

Doug shares his personal evolution in learning to delegate effectively. Initially hesitant to trust others with tasks, Doug recognized that delegation was essential for both personal growth and company scalability.

Doug Smith [38:24]: “Transferring the fact that you as an employee in my department, I trust you enough that I'm going to hand this over to you, whether it's a small task or a bigger task.”

By empowering his team to take ownership of their tasks, Doug has not only alleviated his workload but also unlocked his employees’ creativity and potential, leading to increased productivity and job satisfaction.

Balancing Work and Personal Life

Achieving Work-Life Balance

Doug acknowledges the challenges of maintaining a balance between professional responsibilities and personal life. Through effective delegation, he has managed to reduce his working hours without compromising the company’s performance.

Doug Smith [41:19]: “There are days where I look at the clock and I go, it's 4:30. You know what, I'm done through it. I'm going home.”

This shift not only benefits Doug’s well-being but also sets a positive example for his team, highlighting the importance of trust and delegation in achieving work-life harmony.

Leading from the Front

Inspiring Leadership

Doug emphasizes the importance of leading by example and fostering an environment where team members feel safe to innovate and make mistakes. By promoting a culture of continuous learning and support, Doug ensures that his team remains motivated and aligned with the company’s vision.

Doug Smith [48:55]: “It’s okay to make mistakes, because if you already knew everything about this role and how to do it, you would already be in it.”

This approach not only enhances team performance but also drives the company’s growth by encouraging creativity and resilience.

Final Thoughts and Contact Information

Doug wraps up by reiterating the significance of a clear vision and open communication within the team. He encourages CEOs and COOs to foster trust, delegate effectively, and lead with empathy and support.

For those interested in connecting with Doug Smith or learning more about America’s Best Restaurants, he can be reached via LinkedIn or through the company’s website at AmericasBestRestaurants.com.

Doug Smith [53:33]: “I love to connect, I love to network and I love to share ideas, the only thing I ask and it happens all the time. I love to connect. Just don't come at me selling stuff.”

Conclusion

This episode of the "Second in Command" Podcast offers invaluable insights into the dynamic role of a COO in a rapidly growing company. Doug Smith’s experiences highlight the challenges and rewards of transitioning into a leadership role, the importance of delegation, and the power of fostering a supportive and innovative team culture. His journey underscores the essence of being the "Chief Behind the Chief," driving the company forward with courage, creativity, and unwavering commitment.

Find Doug Smith on LinkedIn: LinkedIn Profile
Visit America’s Best Restaurants: AmericasBestRestaurants.com

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