Peet's Draws All-Day Crowd on Official Opening

At the grand opening of Peet's Coffee and Tea on Old Redwood Highway in Cotati Monday, city leaders — including the five-member City Council and the local Chamber of Commerce — championed the new business as an economic engine for the city's "Northern Gateway."

Councilmembers and area businesspeople said the chain, which replaced the former Frank's Freeze and now with 197 locations nationwide, has long been a dream for planners and elected officials — the first plans were set forth in 2004.

"This opening is terrific," said City Manager Dianne Thompson. "Peet's is a great catalyst to spur growth and economic development in our northern gateway."

Mayor Janet Orchard called Peet's a "perfect fit."

"The entire City Council is here, that shows they're as thrilled as I am," she said.

Lines were nonstop Monday, beginning as early as 5 a.m. and lasting through the afternoon, said store employees.

"We're way busier than we thought we'd be — it's exciting," said Joseph Collard, the store manager. "It's been nonstop since this morning."

Many patrons were Cotati and Rohnert Park residents. Some lounged inside, reading the newspaper and holding quiet conversation; while others rushed in and out after work on their way home. One family even said they brought their son there for a birthday treat.

"It's my son's birthday today, he was so excited that it opened so we stopped in," said Wendy Kellerman, of Rohnert Park. "It's so convenient — we'll come by here on our way home."

Beckie Kullberg, of Cotati was, said she "ecstatic," as she stood in line to order.

"We've been waiting for this to open," Kullberg said. "We love Peet's."

According to the company, Alfred Peet opened the first coffee shop on the corner of Walnut and Vine Streets in Berkeley on April 1, 1966, noting that he was "appalled at the poor quality of coffee being consumed by Americans." Peet is credited as also jumpstarting Starbucks.

"Peet further catalyzed the specialty coffee movement when he mentored and inspired a generation of coffee entrepreneurs, including the founders of Starbucks, whom he supplied with Peet’s roasted beans during their first years of operation," according to the company.

"This is exactly the kind of area we like to be a part of," said Carol Mazzetti, a real estate developer for Peet's. "It's near the freeway, Sonoma State University and there's great visibility."

Peet's Coffee and Tea in Cotati employs 19 people currently, and is accepting applications. It's located 7764 Old Redwood Hwy. Call the store, at 707-796-7080 for more information.

Editor's note: the Cotati Peet's is set to become the first LEED certified green store. A final certification is expected in six months.