Knoxville's Weigel's proclaim that they have the "best coffee in town....guaranteed". I drink a lot of coffee and I will agree that Weigel's has better than good coffee. But, if I didn't think they did they have a guarantee pledge that I will get my money back. That is putting your money where your mouth is.
Pilot on the other hand say that they have the "best coffee on the Interstate." They do not guarantee their claim. That is certainly NOT putting your money where your mouth is.