Business Spotlight: Jim’s Country Style Restaurant
For three decades, Jim’s Country Style Restaurant has been a cornerstone of the Pleasanton dining scene, serving generous portions of country-style breakfast and lunch while fostering a warm, welcoming environment that feels like home. Located at 5400 Sunol Boulevard, Jim’s has become much more than a restaurant: it is a family tradition, a community hub, and a place where locals gather to start their mornings or enjoy a hearty midday meal.
A Family Legacy Rooted in Hard Work
Jim’s Country Style Restaurant was founded by Dustin Goff’s late father, Jim, who drew inspiration from his own journey in the restaurant industry. From starting as a dishwasher and working his way up to general manager at Doug’s in Castro Valley, Jim understood the value of dedication, hard work, and serving a community. Determined to provide a better life for his growing family, he poured himself into the restaurant, working 14 to 16 hours a day without taking a single day off for two straight years.
Those long hours came at a personal cost. Jim often missed important moments in his children’s lives such as soccer games, wrestling matches, cheerleading, and swimming events, yet he never wavered in his commitment to building a stable and successful business. Each sacrifice was fueled by his vision to create a place that could support his family and become a beloved part of the community. His tireless work ethic and dedication laid the foundation for a restaurant built on consistency, care, and a sense of home.
Dustin began his journey at Jim’s at just 14, following in his father’s footsteps as a dishwasher. After earning his Business Degree from Cal State East Bay, he gradually took on more responsibility and officially purchased the restaurant on January 1, 2020. “Carrying on my father’s legacy while continuing to grow and evolve the business is something I take great pride in. This restaurant is more than just a business to us, it’s a family tradition,” Dustin shares.
Dustin’s personal journey has had a profound impact on how he runs the restaurant today. “Growing up in a family where the restaurant was a central part of our lives, I saw firsthand the hard work, dedication, and sacrifices my father made to provide for us. Starting as a dishwasher at 14, just like he did, taught me the importance of every role in a restaurant and gave me a deep respect for the people who keep things running day in and day out,” he explains.
From managing operations to crafting the perfect country breakfast, Dustin believes success is about people, both the team and the customers. “That belief drives everything we do here at Jim’s. We strive to maintain the warm, welcoming atmosphere my father created while continuing to grow and improve,” he says.
Overcoming Challenges and Growing Stronger
One of the defining moments in Dustin’s journey came shortly after taking over the business in 2020, when COVID-19 forced restaurants to adapt overnight. “It felt like I had to start the business all over again from scratch. Sales dropped to nearly nothing, and I had to quickly adapt just to stay afloat. It was one of the most challenging times I’ve ever faced, but also one of the most valuable learning experiences,” he reflects.
Through creativity, flexibility, and resilience, Dustin kept the business moving forward, learning invaluable lessons about leadership, community, and perseverance that continue to guide Jim’s today.
A Place for the Community
Pleasanton was a natural choice for Jim’s. “When my father was searching for a location to open the restaurant, he looked everywhere, trying to find the perfect spot. When he came across what used to be Ernie’s Seafood in Pleasanton, he knew he had found the right place,” Dustin recalls. Over 30 years later, the location remains ideal, conveniently close to the freeway with ample parking, and next to Raley’s for quick backup supplies in the early days.
Dustin treasures the connection to the Pleasanton community. “What I enjoy most about running my business in Pleasanton is the strong sense of community and the deep country roots that connect this area to neighboring towns like Sunol and Livermore. The support, loyalty, and kindness of the Pleasanton community have meant everything to us. They’ve made me want to give back in every way I can,” he says.
Behind the Scenes: The Jim’s Family
The team at Jim’s is what truly sets the restaurant apart. Many staff members have been with the restaurant for decades, including Sue, who has been with Jim’s since the very beginning and continues to serve the community with a smile. Dustin proudly calls his team his “Jim’s family,” celebrating them through annual company picnics and holiday parties to foster a strong, family-oriented environment.
“What many people might not know,” Dustin says, “is that the country-style atmosphere at Jim’s isn’t just for show, it’s how we truly live. My father purchased his great-grandmother’s 100-acre ranch in 1994, and that way of life, hard work, and family values shapes everything we do.”
Hearty Meals, Happy Customers
For anyone who hasn’t visited Jim’s yet, you’re missing out. Known for generous portions and hearty country-style meals, Jim’s is a place where customers come hungry and leave satisfied. “Whether you’re here for breakfast, lunch, or anything in between, you’ll never leave hungry. Come hungry, leave full, that’s the Jim’s way!” Dustin shares.
Celebrating 30 Years and Looking Ahead
Jim’s Country Style Restaurant continues to thrive thanks to the support of the Pleasanton community, the dedication of its team, and a legacy of family values. With a commitment to hearty meals, friendly service, and a welcoming environment, Jim’s is a place where memories are made, traditions are honored, and everyone feels at home.
To stay up to date on specials, events, and daily offerings, follow Jim’s on Instagram and Facebook, or visit their website at www.Jimscountryrestaurant.com.
Jim’s Country Style Restaurant
5400 Sunol Blvd #1
Pleasanton, CA 94566
(925) 426-7019