It's the story of a guy on a road trip across the country, checking out America's classic greasy spoons. And the adventure is all about finding the restaurant owners and creative cooks serving up the very best of down-home style food. That's the premise of the hit series Diners, Drive-Ins, and Dives starring everyman chef Guy Fieri. Today we're going to talk with the show's creator, two-time Emmy Award winning food journalist and executive producer David Page.

Interview Transcript

David, I can't wait to talk to you about the show. But before we dive in and talk about the specifics, how long did the show run and how many episodes were done? My impression it's still on and it's always been there.

Yes. I created it in 2006, 2007. I did the first 11 seasons and moved on. And funny story, in the first month of the show we had a couple of strong initial outings. And everyone was all excited thinking maybe this will be a hit. A food network executive called me up to tamp down my expectations and said, look, this is all fine and dandy, but this thing isn't gonna go more than a season or two. There's just not that many restaurants. And you know, to quote the great screenwriter William Goldman whose rule of Hollywood is 'no one knows anything.' I did 11 seasons. It's now in season 40 or something, I think.

Holy cow. I could just think of enough restaurants around me to do a couple of seasons worth. So, tell us the origin story. How did Diners, Drive-Ins and Dives come about?

Well, I had left a career in network news and moved to the Twin Cities because I thought I wanted to be in business for a public corporation. And I took a job as the Senior Vice president at a home shopping channel, and I was all excited, and I hated it. It was just horrible. I did not want to sell second rate gold jewelry to shut ins. So, I quit, and I opened a production company and began to starve because I wasn't selling anything. Then I called Al Roker, who has a production company and who had technically worked for me, although stars don't work for executive producers in the real world. When I was the co-producer of the Weekend Editions of the Today Show. Al was on the weekend show at the time. He hadn't yet moved up to the big show. And I said, hey, Al, I'm starving. You got any work you could throw me? And he said, yeah, I'm doing a lot of stuff for the Food Network. I'll subcontract some of it to you. Which was good for both of us. I got to work, and Al got to take a cut without doing anything. So, that hooked me up with the Food Network. I started working for them and Al and I both knew I wasn't gonna get rich doing a pass-through deal, so I started pitching them directly. And I was getting nowhere. There was this very nice development exec who would talk to me on the phone. And everything I proposed she would shoot down. And one day I'm on the phone with her and we're going through a pitch call and I'm proposing this and proposing that, and she's saying, no, no, no. Finally, the Food Network had asked Al to do a documentary on diners and the history of diners and such. And Al had subcontracted it to me. So, this development exec had a frustration and I think pity for me and finally said to me on this call, don't you have another thing on diners? And I immediately, I said, oh, absolutely. I'm developing a show called Diners, Drive-Ins and Dives. And I told her all about it. And this was like late on a Thursday or Friday afternoon. And she said, 'you know, that sounds good. We have a development meeting Tuesday. Get me a writeup on Monday.' And I got off the phone elated because it was the first time she'd expressed interest in anything. But also, I'd kind of put myself in a jam because I was not developing a show called that. I had literally pulled the title out of thin air. Or a body part, depending upon how scatological you want to get. And that gave me the weekend to try to put a pitch together. So, this was in the old days when you didn't email people, you called them. I did as much research as I could, and I started calling restaurants around the country. And on Monday I sent her a pitch for a one-hour special with, I think, it had seven restaurants in it. And, they had their meeting on Tuesday and here here's, you know, you get lucky. Guy Fieri had just won their second Food Network Star competition. Back then they naively believed that that contest was gonna generate them a new star every year. Someone who would be a big deal for it. In fact, Guy is the only one who ever made it and, when I'm drunk and immodest, I take a lot of credit for having taught him how to make it. But he has immense natural talent. Anyway, they wanted to make Guy a star. And they were trying to get a primetime show for him. And big deal, major league production companies had been asked to come up with proposals, which had not come back yet. They figured, what the hell, let's do a special with Guy just to keep on the air so people wouldn't forget about him. So, they picked up this special from me. It was gonna be a one-shot deal. We did it. I think they were kind of stunned by how well it did. And then something really great happened for me. They looked at the proposals from the big boys and didn't like them. And they were kind of stuck. They were desperate to get Guy on the air in prime time. So, they figured, well, you know, let's pick up a very short season of this thing. And they bought, I don't know if it was eight or 10 episodes, but they committed to that. And very quickly, we became a hit and off we went.

It's an amazing story. So many people have seen so many episodes of that show. But nobody would have any idea that's how it got started. It's wonderful to hear about that. Once you got going and got your feet on the ground with this, what were you hoping to accomplish through this show?

Well, look, TV's about storytelling. I've been a storyteller, hell, for 50 some odd years now as a mostly broadcast journalist. You learn, if you're any good, that the best stories come from and are about people. I conceive this not as a food show, but as an opportunity for the viewer to meet really cool, passionate people doing something they cared about. You know, independent restaurant owners make a buck 3.80 at best. They're passionate about making good food. If they're any good. They're often trying to keep family legacies alive. And more than anything else to succeed in the food biz you gotta wanna serve people. You gotta wanna make people happy. So, I went out to document the stories of some of the coolest people in America. Now, it was in the food world, which is a world of shared experience. We all eat. Most of us have favorite foods. Most of our favorite foods are the kinds of foods that I featured on Diners. TV is about one thing: hanging out with someone you want to hang out with. That's why Tom Selleck remains a star; whatever crappy TV show you put him in. That's why for your older audience, Tyne Daly kept getting series after series, or James Garner. There are just people you want to hang out with and that's all television is. Guy is someone people want to hang out with. His personality comes through the screen in a particular way. And you know, I said earlier, frankly or implied, that I taught him a lot about how to make TV. I did, but that's because at heart, he is the most naturally talented performer I've ever worked with in 50 years in the business. And was brilliantly able to soak up anything he learned along the way. I mean, it's like a chef. If you're a good chef, a better chef can make you better. But if you're not a good chef, you'll never be a good chef. To be good on TV, you have to have it. I can't define IT, but to quote the Supreme Court justice about pornography, I know it when I see it. And Guy has IT. So basically, this show put together people you wanted to hang out with and brought them into your living room or your bedroom or whatever room you watch in.

The show is very compelling and you're right, you get to know the chefs, the restaurant owners in these little places, and there's something wonderfully wholesome about it. It's so good that you came up with this idea. You know, I was reminded as you were talking about a conversation you and I had when we first got to know each other by Zoom a few weeks ago. And I was mentioning I was going to do a self-guided drive called the Blues Triangle Tour. Starting in Memphis going down to Tupelo, over to Mussell Shoals, ending up in Nashville. And immediately you started telling me about places I needed to go. You said, oh, there's this wonderful place in Memphis. It's down an alley and down these stairs.

Yeah, the rendezvous.

Yes. They have the best Memphis dry rub ribs. I thought, oh my God, I'm, I can't tell you how grateful I am for that recommendation.

Well, did you go?

I'm going plan my trip around that. And then as I was reading your book, Food Americana, which we've discussed in a separate podcast, you mentioned the hot wings in Nashville. You mentioned former Mayor of Nashville, Bill Purcell, who was an inspiration for the hot wing festival they have there. Well, I happen to know him. And because our professional paths intersected around some health and wellness things, and he's a wonderful guy. So, you inspire me to get back in touch with him. You know, I wrote to him, I said, I'm going to be in Nashville. Let's go out for some hot wings. You know, at the place where they were invented. How wonderful is all this?

Well, the story behind them is phenomenal. Apparently, the guy, Prince I guess was his last name... he was not a real faithful husband or boyfriend. I'm not sure if he ...