E297: Behind the Scenes of Diners, Drive-ins and Dives

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 c