The owners of the iconic Peters' Drive-In have chosen Red Deer County as the location for their first restaurant outside of Calgary.
Red Deer County council unanimously passed a variance requested by Berry Architecture & Associates on behalf of Peters' Drive-In owners, Joanne Rowe and Stephen Hayden to allow for a drive-thru lane at the corner of Largo Street and Leva Avenue in Gasoline Alley.
“This will be the first expansion of Peters' into new markets,” said George Berry. “The owners are looking at Edmonton and Saskatoon stores as well as other business opportunities. Instead of having a franchise system, each location will be corporate-owned, allowing better quality control.”
Discussion during the Sept. 16 council meeting was lively as councillors expressed their enthusiasm for the restaurant's arrival in the Red Deer area in the spring of 2015.
“They make the best milkshakes,” said Coun. Jean Bota who noted she stops frequently at Peters'.
Red Deer County mayor Jim Wood was equally enthused about their decision to expand to Gasoline Alley noting he was “pleased,” at the prospect.
“Peters' Drive-In is used to traffic flow problems so when they first decided to come here, they knew what they had to do to control the ebb and flow,” said Woods. “It was good to see they are designating entrance/exit lanes with Leva Ave. so close. Traffic can be busy along the street.”
Wood questioned the style of lane control and received confirmation that Berry Architecture & Associates had designated concrete markers for the lanes.
He noted his concern that Peters' would be located near his place of work and more convenient to travel to.
“Perhaps we should list as a condition that mayors are not permitted,” quipped Coun. Richard Lorenz.
Wood questioned Lorenz, wondering if the amendment was friendly or unfriendly amidst laughter from his fellow councillors.
The motion was passed unanimously with the requested variance.
Peters' was established in Calgary in 1962 by Gus Pieters and it was purchased in October 2005 by Rowe and her husband Stephen Hayden. The Red Deer County location is tentatively scheduled for a spring 2015 grand opening. Construction is expected to commence shortly.
“The Red Deer location will feature the same menu as Calgary, featuring 4,500 milkshake combinations and 100 per cent Alberta beef,” said Berry. “This will be the first new design which will have one drive-thru and a restaurant attached to it. It will be a one-storey building, and include landscaping that exceeds county requirements. Like the 16th Avenue location, there will be a picnic table area as well.”
The architect noted that customers of the iconic restaurant will see no difference between Red Deer and Calgary's food choices or service, noting that the company strives for a three and a half minute service time on every order, which will require between 70 and 80 employees.
Coun. Philip Massier expressed his approval of adding Peters' to the list of Gasoline Alley businesses.
“I can hardly wait for Peters' to open,” said Massier.
Berry echoed the anticipation and noted “it is going to be one heck of a grand opening.”
