Remembering Falafel Dave: Lessons in Customer Experience

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Falafel Dave just passed away, and anyone who's been part of the University of Rhode Island community over the past 30 years is feeling the loss, myself included. He was more than a local icon—he was part of the fabric of the URI experience. Mark Fasano, an alum, recalls, “I bought my first falafel off him in the parking lot at homecoming in 1993. He was hustling back in those days, selling them out of a station wagon off a tailgate grill. He told me he was planning on opening up shop on campus, and he did just that the following year. Don’t know how many free samples he handed me while I waited in line. Truly a great guy.”

I met Falafel Dave in 1996 at his single location in the Emporium, perched at the top of the URI campus. My dad and I had spent the morning surfing and were starving. We decided to grab lunch together before he dropped me off at my dorm. As we walked in, Dave greeted us with a warm smile and asked, “How was the surf?” Without hesitation, he handed us a falafel smothered in creamy hummus. Both he and the falafel were delightful.

“What can I get you guys?” he asked. We ordered two chicken and falafel combos, and Dave flew through the lineup of ingredients at lightning speed: “Hummus—yes? Tabouli—yes? Lettuce—yes? Onions—yes?” I quickly answered, yes or no, trying to keep up as he expertly wrapped the pita in foil. My dad smiled, trying to keep pace. When I reached for my wallet to pay, Dave waved it off, saying, “Oh no, friends—eat first and enjoy. Pay later.”

At the end of our meal, he handed us two pieces of baklava and said with a grin, “Look forward to seeing you again!” And he did. It became a ritual for my dad and me—surfing, then stopping at International Pockets for chicken and falafel combos. To be honest, we probably went more to watch Falafel Dave in action than for the food itself. He was a lesson in customer experience.

During my time as a URI orientation leader, I brought hundreds of future freshmen to International Pockets to meet Dave. Even when I’d bring in groups of 30 into his small restaurant, he’d personally hand each one a falafel dipped in hummus, telling them he couldn’t wait to see them on campus. For many, especially those from small New England towns, this was their first experience eating falafel. With one bite and a smile from Falafel Dave, they were hooked.

His name was Bahij Ibrahim “David” Boutros. An immigrant from Syria, raised in Lebanon, he came to America at 16 with big dreams and an unstoppable work ethic. He poured everything into building International Pockets, transforming his passion for food into a beloved local institution. What began as a small campus eatery grew into a chain of 16 Baja restaurants across Connecticut, Rhode Island, and Massachusetts. Through dedication and hard work, he created something extraordinary. Now, in his memory, his family and team are committed to carrying on his dream, intending to reach 20 restaurants.

Falafel Dave’s entrepreneurial spirit, generosity, and joy in serving others went far beyond his restaurant counters. He made every customer feel special, whether through a free piece of baklava or a heartfelt conversation.

Sadly, Falafel Dave left us too soon—he passed away at age 57 after a long battle with a terminal illness. As I reflect on my experiences with him, I realize how much his actions shaped my core beliefs about customer experience.

At the same time I was reflecting on Falafel Dave’s life, I found myself climbing a silo in Rockford, Ohio. I had just started working with a new client, tasked with leading the customer experience initiatives at his insurance company. Rather than overwhelming him with a flood of frameworks and concepts, I decided to focus on his strengths. To truly understand why he’s such a disciplined achiever, I needed to see what matters to him.

So there I was, in jeans and boots, standing on his fifth-generation farm, ready to learn. He walked me through the incredible technology his family uses to manage their crops, showed me the massive equipment that makes planting and harvesting efficient, and even took me to the original silos from the early 1900s, which are still in use today. As we walked, he shared stories from his childhood about raising 80,000 pullet chickens, explaining how he and the other kids on the farm had to line the cages with newspaper and regularly clean them out. Those early experiences taught him the value of hard work and responsibility, shaping his disciplined approach to his time both on the farm and at the insurance company. We talked about the new investments in heating systems to dry the corn and then climbed to the top of the largest silo, where the view of all 700 acres was humbling.

This is the approach I take in my work today. Customer experience isn’t about following a playbook or applying a one-size-fits-all strategy. It’s about truly listening to people, learning their stories, and connecting with what matters to them. Standing on that silo allowed me to gain insights into how best to provide support.

The best customer experiences are rooted in genuine connections and a commitment to delivering value that truly resonates. Inspired by examples like Falafel Dave, I believe businesses can build meaningful relationships by understanding their customers' unique needs. My role is to foster both curiosity and courage. Curiosity isn’t just a trait—it’s a habit. Whether on a farm or over a falafel, cultivating curiosity helps businesses dive deeper into their customers' worlds, creating stronger connections and lasting value. But curiosity alone isn't enough; businesses also need the courage to embrace innovation and change in service to their customers.

LoyaltyCraft was built from a passion for helping companies create meaningful customer experiences. Founded in 2016 by Lauren Feehrer CCXP, we focus on strategy, qualitative research, customer design, and employee engagement to help mid-market companies open the door to new customers and keep existing ones from leaving out the backdoor.