INSIDE DISH: Peterson’s rebounds after rough start, recession

Welcome back to IBJ’s video feature “Inside Dish: the Business of Running Restaurants.”

Our subject this week is Peterson's, the realized dream of chemical manufacturing magnate Joseph Peterson. As president
of Crown Technology Inc., Peterson spent a good deal of time in alleged fine-dining establishments entertaining clients. "I
was never fully satisfied with what I got for the dollars I spent," he said. "I thought, 'Boy, if I ever have
the opportunity, I want to have a place where people can come relax, get the best food available and the best service.'"

An opportunity became available in the late 1990s when the Frisch's Big Boy restaurant chain put up for sale a free-standing
restaurant building at 7690 E. 96th St., a block east of the Crown Technology headquarters. Peterson used Crown's financial
muscle to help get the restaurant off the ground, obtaining a mortgage to buy the property for about $1.5 million and sinking
another $500,000 into renovation. The owners of Peterson's—with Joseph Peterson as managing partner and two other
investors—then entered into a lease agreement to occupy the space.

Despite the helpful push at the beginning, Peterson's had an uphill climb in its first few years. Costs were higher than
expected, and Peterson became much more involved in the day-to-day operations than originally envisioned, while investing
another $250,000 in the restaurant to keep it afloat. It eventually started turning a profit and enjoyed margins as high as
10 percent until the Great Recession hit. In the video below, Peterson details the origins of the restaurant, how it survived
its first few years, and the steps taken to help ride out the recent economic downturn.

Peterson's has a uniquely symbiotic relationship with Crown Technology, beyond the support it received with real estate
needs and renovation. Early in the restaurant's run, Peterson realized that Crown could develop cheaper and more effective
cleaning chemicals than the ones already in use at the restaurant. Essentially using the restaurant as a research and development
facility, Peterson and Crown's chemists began developing maintenance chemicals such as dish and glass detergents, and
appliance and floor cleaners. In the video below, Peterson explains how the restaurant helped Crown branch into new product
lines.

Peterson's 7690 E. 96th St. (317) 598-8863 www.petersonsrestaurant.com Concept: High-end dining emphasizing fresh seafood, USDA Prime beef and customer service. Founded: 1999 Owners: Joseph Peterson, managing partner (60 percent owner with family members); and two private investors. Start-up costs: $2 million to purchase and remodel the property, covered by Crown Enterprises LLP. The partnership is owned by Crown Technology Inc., which is owned by the Peterson family (including Crown Technology president and Peterson's owner Joseph Peterson). Peterson's, which leases the space from Crown Enterprises, spent an additional $300,000 to open the restaurant. Sales and profit/loss: $2.65 million in 2008 (broke even);  $2.18 million in 2009 ($6,000 loss); $2.4 to $2.5 million projected for 2010, with an expected profit of about $120,000. Employees: 45 Seating: 225 Goals: To reach $3 million in annual sales and revive a profit-sharing program for employees. Good to know: There is a symbiotic relationship between Peterson's and Crown Technology Inc. The company developed a line of maintenance chemicals (dish and glass detergents, stainless steel polishes, tile cleaners, etc.) based on the need for cheaper and more effective cleaners at the restaurant. Those products have led to the Crown Custom Blends line of retail cleaners for consumers.