The Shadow
Julie Carroll of The Friendly Fork Brings Flexibility and Flavor to Downtown Covington Through Catering and Private Events
This feature is presented in a Q&A format to allow readers to hear directly from the business owner about her journey, growth, and
plans.
When Julie opened her doors on Main Street, it was the result of both
determination and opportunity. After earning second place in the 2024
Gauntlet competition, supported through a Community Business
Launch (CBL) Grant from the Virginia Department of Housing and
Community Development (DHCD), Julie Carroll brought her vision to
life in the heart of downtown Covington, VA. While the storefront is no
longer open for daily lunch service, the business continues to thrive
through catering, private events, and small gatherings. Carroll’s
flexibility, commitment to quality, and strong community relationships
have allowed The Friendly Fork to remain an active and valued part of
our historic downtown Covington business landscape.
Can you share a little about how your business began and how it has
evolved over the years?
My business began quite organically. I catered a baby shower for a friend,
and a guest from that event asked if I would provide food for a retirement
party. From there, word spread quickly, and demand continued to grow. At
the time, I was working at the paper mill and had a three-year plan to
transition into catering full-time. However, within just eight weeks, my
calendar filled, allowing me to confidently leave my job and pursue what I
love. Since then, the business has continued to grow through catering,
private events, and small gatherings.
Many people remember when you were open for lunch – what led you
to shift away from that model?
Lunch service brought inconsistent customer traffic. While some days were
strong, others had very limited attendance, which made it difficult to justify
staffing, food preparation, and operational costs. At the same time, demand
for catering services was increasing significantly, and we often had to
decline larger catering opportunities because we were committed to being
open for lunch. Focusing on catering and private events allowed us to
operate more efficiently, reduce waste, and concentrate on the services
that were most sustainable and profitable.
Can you tell us what types of events/products you most often
provide?
Our services range from small weekly catered lunches for groups of 10–15
people to large formal plated weddings serving up to 200 guests, as well as
everything in between. We tailor each event to meet the specific needs of
the customer.
How far in advance should customers typically book?
For smaller events of fewer than 25 guests, we recommend at least one
week’s notice. Larger events, particularly weddings, should be booked as
early as possible, as weekends tend to fill quickly and availability becomes
limited months in advance. Currently, I have very few weekends available
between now and the end of December.
You also host small evening gatherings when your schedule allows.
What kinds of events are a good fit for your space?
Our space is ideal for smaller gatherings of 30 people or fewer, including
showers, business meetings, celebrations, club meetings, and similar
events. These smaller functions create a welcoming environment and allow
us to provide a more personal experience for our guests.
What do you love most about welcoming people into your space?
I especially enjoy being part of meaningful moments in people’s lives.
Guests often comment on how welcoming the space feels, and many are
surprised to discover businesses they were not previously aware of
downtown. It is rewarding to help connect visitors with the broader
downtown community while hosting their special occasions.
How has the community supported your business through its
different phases?
The community has been amazing with incredible support from the very
beginning and continues to encourage the business as it evolves. That
ongoing support has played a major role in our growth and success.
What advice would you give to other small business owners who may
be considering a change or pivot?
Be willing to evaluate what is working best for your business and focus on
the most sustainable services. Sometimes adjusting your model allows you
to better meet customer demand while improving efficiency and long-term
success.
Based on your experience, what’s one thing the City could do—big or
small—that would genuinely make running a downtown business a
little easier or more successful?
I do not have any complaints. Downtown events that increase foot traffic
are always helpful and appreciated. While street closures can sometimes
present accessibility challenges for certain visitors, continued efforts to
bring people downtown are valuable for local businesses overall.
What does the future look like for your business?
I see the business continuing to operate successfully in our current location
for many years. While expanding into a larger space is always a possibility,
I value the efficiency and manageable overhead of our current setup.
Bigger is not always better, and our present model allows us to operate
effectively while serving our clients well.
Where can readers go to learn more, inquire, or book your services?
Customers can learn more or book services through the following:
Facebook page
Website at www.thefriendlyfork.com or by calling, 540.691.5099.
People can watch our Facebook page because sometimes we will post
announcements about public dinners and special events.
I can’t thank Julie enough for her time and insights. Her perspective matters, and conversations like this help the city better understand how to support downtown businesses. This feedback will guide future efforts, and know my door is always open to anyone.
