61 years on, Pete’s serves fast food with flair

TOLLESON — Despite the sweltering heat of the late afternoon, a fine, cool mist drifts down on the crowd of diners at Pete’s Fish and Chips.

Pete’s is hardly ever empty, no matter the time, or heat of the day. With cheery red benches and friendly smiles from the staff, the fast food restaurant – with eight valley locations, including the one here in Tolleson – is a local favorite.

Tolleson resident Miriam Gutierrez, 21, likes the “outside atmosphere,” she says. “It’s close too, I live right behind it.”

Pete’s has not suffered with the recent economic downturn, says Pat Foster, company vice-president and daughter of Pete’s founder Pete Grant.

“With economic times and people being short on money, [people] still want to eat out,” says Foster. “They can afford to eat at Pete’s versus more expensive restaurants.”

The low prices – all items on the menu are under $10 – and great food keeps customers coming back for more.

“I grew up eating Pete’s,” says Phoenix resident Maria Molina. “You just crave that same flavor you can’t find anywhere else.”

Albert Hernandez, the assistant manager of the Tolleson location, says customer loyalty is what keeps Pete’s going. “I’ve worked here on and off for the past 18 years,” he says. “People who used to work at Pete’s in the 1960s still eat here, they love Pete’s so much.”

Traveling a distance for Pete’s does not seem to post a problem with loyal fans either.

“People from California come here before they head back,” says Hernandez. “They say ‘We have to stop at Pete’s.’”

Perhaps Pete’s special sauce has something to do with it. A deep red color with a tangy, spicy kick, customers sometimes line up just for a few containers to go.

“People cook at home, but they come here to get the sauce,” says Albert Hernandez. “I can it eat with everything.”

Pete’s has definitely come a long way since founder Pete Grant opened the very first shop, a small wood shack on 30th and Van Buren streets, 61 years ago. His $900 investment – his life savings at the time – has turned into a cherished company, now headed by two of his four daughters, Foster and her sister, Kathy Adams.

“We’re an Arizona tradition,” says Foster. “We serve 4th generation Pete’s customers.”

The community holds the location in Tolleson in high regard.

“It’s a historic restaurant, a part of Tolleson’s culture,” says Tolleson Mayor Adolfo Gamez.

Despite the slew of restaurants and fast food chains in nearby Avondale, competition doesn’t seem to phase the Tolleson Pete’s location either.

“We blow them away,” says Hernandez. “The foods better, the service is faster and friendlier.”

And the low prices don’t hurt either. You won’t see any credit/debit machines at Pete’s. It’s strictly cash only. “It keep things simple and keeps our prices down,” says Foster.

Fast, cheap and tasty has been Pete’s recipe for success for over 60 years.

Phoenix resident Steven Zavala, 10, hopes it stays that way.

“I’m addicted to Pete’s!” he says.

He’s probably not the only one.

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