314 Main Street
Boonville, MO 65233Of all of the restaurants along Route 40, Pete's was legend.
Founded by Pete Christus, this venerable eatery did well as a result of clever advertising. Christus placed hundreds of signs along approaching highways for his restaurant - many of which were placed at the end of Burma Shave signs. Eat at Pete's. (If you remember the old South of the Border signs on the east coast you'll get the idea). The technique worked and visitors flocked to this humble restaurant on Boonville's Main Street.
When Interstate 70 bypassed Boonville and Pete's, Christus took a gamble and relocated his restaurant from Boonville to an offramp setting in nearby Rocheport (12847 W Highway BB). A few years later, Pete's closed for good.
The original Main Street location remains and the last time I drove through Boonville it was the home of the local Chamber of Commerce. The Rocheport location is now the retail center for Bourgeois Winery.
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1939 postcard.
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Looking north (eastbound) on Main Street in Boonville. Pete's is on the right.
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Business car from Pete's Café.
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