Pete Natour and his son Joey Natour, owners of Pete’s Coffee Shop in Knoxville, Tennessee, stand in their diner on Union Avenue.
For many years, Pete Natour, the owner of Pete’s Coffee Shop located at 540 Union Avenue, has been a familiar face to countless patrons. Whether grabbing a quick takeout order or settling in for a leisurely meal, interactions with Pete were always a part of the experience. In honor of Pete’s Coffee Shop’s 35th anniversary, a long-awaited conversation with Pete unfolded, revealing the captivating story behind this Knoxville institution. The narrative flowed effortlessly, punctuated only by brief requests for clarification, showcasing the rich history embedded within downtown Knoxville’s vibrant tapestry.
Born in Ramallah, West Bank in 1959, Pete Natour’s early life was shaped by a diverse cultural upbringing. His mother was Catholic, and his father was Greek Orthodox, and he attended a Catholic school where he became fluent in English, Arabic, and French. However, the tranquility of his childhood in Ramallah was disrupted by the outbreak of war in 1967. With his father already residing in the United States, his grandmother urged his mother to bring Pete and his siblings to join him in New York City.
“I was eight years old… it was pretty frightening,” Pete recalls, reflecting on the abrupt change. He remembers his family home, built by his father and grandfather, a spacious structure that expanded with each generation. “There was a basement, and that’s where we hid because our backyard had craters in it.”
The family’s stay in New York lasted about six months, a temporary haven as many families sought refuge elsewhere. “Everybody wanted to leave. They went to South America, to Russia, to Australia, different places. Everybody felt like us: we were going to come back shortly afterwards.” They initially resided with his maternal grandparents, who had immigrated four years prior, before relocating to Washington, D.C., where his paternal grandfather had secured employment.
In Arlington, Virginia, his father built a family home, and they spent six years there. A pivotal moment occurred in 1972 when a cousin, George Harb, suggested a move to Knoxville during a family visit. Pete’s father owned a restaurant in D.C., but the demanding hours kept him away from his family. “We never saw my dad in Washington. He’d come home when we were asleep, and we’d wake up and he’d be gone,” Pete recounts, highlighting the strain of the restaurant business on family life.
The family decided to relocate to Knoxville and purchased the Copper Kettle restaurant on Oak Ridge Highway. Pete began working there, learning the restaurant trade from the ground up alongside his father and uncle, who became business partners. “That’s where I learn my restaurant trade. I was thirteen . . . I did everything. That’s where I learned basically about life: How to talk to people, meet people and the work ethic and how they work.” From a young age, Pete was immersed in the demanding yet rewarding world of the restaurant industry, absorbing invaluable lessons about customer service, hard work, and the intricacies of running a business.
Despite his early immersion in the restaurant world, Pete initially envisioned a different path for himself. When he expressed his desire to attend college, and was asked about his field of study, he admitted, “I don’t know. Anything but the restaurant business.” He explained the grueling nature of his family’s restaurant, “They were open from six in the morning ’til twelve at night seven days a week. It was a big operation with forty or fifty employees.”
After graduating from Central High School, Pete pursued higher education at the University of Tennessee, earning a degree in political science and international relations in 1981. He considered law school, but his citizenship status at the time placed him at a disadvantage compared to citizens. Simultaneously, his father discovered a kosher deli for sale in Deerfield Beach, Florida. Following a family discussion, they purchased the restaurant, and Pete and his brother moved to Florida to manage it.
They operated the deli for a year, a period marked by the civil unrest in nearby Liberty City, which garnered national media attention. Although the business was thriving, the proximity to the violence concerned Pete’s parents. Having successfully built up the business, they sold it for a profit and returned to Knoxville, where his father and uncles had acquired a grocery store. Pete joined the family business once again.
However, Pete yearned for independence and to forge his own path. “I said, ‘I can’t be doing this. I’m going to get married and start a family. You guys are not paying me much.” He began exploring job opportunities, but his father proposed a trip to Ramallah, initially intended to last a month. “I think it was partly because his sister, who was living in Ramallah, had someone in mind for me,” Pete chuckled.
“I met Rita and we hit it off and I ended up staying five months. We got married in Jerusalem.” The extended stay and Jerusalem wedding marked a significant chapter in Pete’s life. “We stayed longer because she only had her mother and her sister. I knew it was going to be hard for her to leave. I enjoyed being there . . . there was no intifada. You could still see Israeli soldiers walking around with machine guns, but they didn’t bother us, then.”
Despite the positive personal developments, Pete also experienced the complexities of the political climate. Crossing into Jerusalem involved passport checks where soldiers would create a sense of intimidation before returning the documents. Even as a U.S. citizen with an American passport, Pete faced scrutiny. On one occasion, upon landing, he was singled out for detention and subjected to six hours of questioning, with accusatory inquiries like, “Do you have a gun? Do you have any bombs? Did you make any bombs?” He reflects, “It was a total disrespect for Palestinians no matter if you were a citizen.”
Customers line up outside Pete’s Coffee Shop, a popular diner in Knoxville, Tennessee, showcasing its local appeal and delicious food.
Upon returning to Knoxville with Rita, Pete credits her unwavering support as a cornerstone of their subsequent success. He sought employment at established restaurants like Calhouns and Chesapeake’s, but was told he was overqualified. Undeterred, Pete turned his attention to downtown Knoxville, discovering Lines Coffee Shop, owned by Michael Lines and his mother, situated in the Sprankle Building on Union Avenue.
Expressing interest in purchasing the business, Pete requested to work as an employee to gain firsthand insight into its operations. However, the owner declined, concerned about unsettling the existing staff. Resourceful as ever, Pete initiated his own due diligence, observing the coffee shop from across the street, noting vendor deliveries and engaging bread, chip, and milk delivery personnel in conversations about the business. The feedback was consistently positive, with suggestions for potential improvements.
After a week of observation and negotiations, they reached an agreement on the price, and Pete renamed it “Pete’s Coffee Shop.” He clarified that the term “coffee shop” in 1986 carried a different connotation than today; it signified a diner. Pete intentionally opted against the diner concept to avoid the expectation of late-night service.
Pete vividly remembers opening day, May 21, 1986, as it coincided with Rita’s birthday. The initial day presented its share of challenges, including the cook quitting. However, two steadfast employees from the outset, Sheri Overton, who dedicated 35 years to Pete’s Coffee Shop before recently retiring, and Becky Morris, who remains a valued member of the team, proved to be invaluable assets. A replacement cook worked briefly before an injury sidelined her. Rita then suggested Pete return to the grill, a role he was familiar with, while she managed the register.
From the beginning, Pete prioritized food quality and consistency. Working the grill allowed him to maintain greater control over the dishes served. With a small team consisting of a sandwich maker, two waitresses, himself, and Rita, Pete’s Coffee Shop focused on building customer relationships. He believes that the personal touch of owners greeting patrons significantly contributed to the restaurant’s growing popularity.
Pete’s Coffee Shop experienced steady growth, attracting a loyal customer base, particularly from TVA employees and Whittle Communications. However, in 1989 and 1990, TVA’s workforce reduction of approximately 50% led to a corresponding halving of sales. To mitigate costs, Pete took on breakfast preparation duties himself, arriving at 4:00 am to ensure the 6:00 am opening. He maintained his commitment to his employees, retaining all staff and emphasizing the importance of exceptional service during challenging times.
Gradually, Pete’s Coffee Shop rebuilt its clientele, attracting professors, lawyers, and other professionals. At that time, downtown Knoxville had limited residential, student, or tourist populations. Business rebounded until around 2000, when representatives from Home Federal informed Pete that the Sprankle Building, which he described as dilapidated and prone to flooding, was slated for demolition. Businesses were given a year to relocate.
Pete identified his current location, which became available due to the construction of the Locust Street Garage. With the assistance of a mutual friend and Mayor Ashe, the process of securing the space was expedited. Pete was offered the entire space, originally intended for three retail units, including storage within the garage.
“We ended up leaving there (the old location) on a Friday, August 31, 2002 and opening up on Monday at the new location. The first day we were slammed.” Pete attributes the sustained success of Pete’s Coffee Shop to a different approach than marketing. “I wasn’t into that. I was into hard work and trying to make a living for my family, providing good food, good service, at reasonable costs. Consistency, courtesy and cleanliness was my thing.”
Since relocating, business has continued to flourish. Downtown Knoxville has experienced a residential resurgence, attracting tourists and families. Pete’s Coffee Shop has also become a destination for celebrities. He recalls Chris Whittle bringing in a Secretary of State, though the specific name escapes him. Bill Haslam once called to request announcing his campaign at the diner. Henry Winkler and Kiefer Sutherland are also fondly remembered as patrons.
Harrison Ford has made an appearance, and Al Borland (“Al” from Home Improvement) visited. Alan Jackson even filmed segments at Pete’s, including Pete singing the title song, in 1994, for a music video. Pete acknowledges that celebrity visits can be disruptive, but they have brought positive attention to his establishment. He even admits he was unfamiliar with Alan Jackson until it was explained to him.
Navigating the pandemic required Pete’s Coffee Shop to adapt swiftly to a takeout-only model. Pete noted that this transition, though challenging, allowed for a unique family experience, with family members working together daily in the kitchen. They exceeded projected sales during this period and continued to pay their employees while the restaurant was closed for dine-in service. Reopening in May with reduced capacity, Pete’s Coffee Shop initially relied heavily on takeout orders.
Pete expressed gratitude for the unwavering support of long-time customers who continued to order takeout or place large orders for their offices. “There’s some really good people out there . . . and I felt that. They wanted to help as much as possible.”
Pete shared a poignant piece of advice from his father shortly before his passing: to prioritize enjoying life and not to overwork, a pattern his father had followed. While Pete admits he still works diligently, he, like previous generations of his family, strives to create a better life for his children.
Simultaneously, he instilled the value of hard work and financial responsibility in his children, having them work at the restaurant from the age of nine, starting with tasks like setting tables and bussing dishes. His son Joey has joined him in the business, while his son Sami is a system analyst and part-owner of Pour Tap Room. Cameron, his youngest son and a recent University of Tennessee graduate, also works at Pete’s Coffee Shop on weekends.
Pete acknowledges occasional moments of doubt, particularly when staffing challenges arise. However, he affirms his contentment with what he has built through dedication and anticipates Joey carrying on the legacy of Pete’s Coffee Shop when he eventually steps back from the grill.
Joey reflects, “It takes a lot of courage to adapt, but I think it takes even more courage to stay the same while everything changes around you. We’ve adapted our menu.” He emphasizes the balance between evolving to accommodate changing tastes while maintaining the core principles of Pete’s Coffee Shop. “At the same time, it’s just simple food and we do it right and don’t cut corners and I think that’s what’s keeping this place going.”
Pete concludes, “We have our own identity. We’re a mom-and-pop coffee shop. We never competed with any other restaurant downtown. We work together.” This philosophy of collaboration and community, coupled with a commitment to quality and consistency, has solidified Pete’s Coffee Shop’s enduring place in the heart of Knoxville.
