Guarding and growing a Knoxville icon: Pete’s Restaurant

For nearly four decades, Pete’s Restaurant in Knoxville, Tennessee, has been more than a place to eat. It is where families across generations have gathered, where many downtown residents stop by twice a day, and where traditions are passed down over plates of hash browns and coffee. So, when long-time owner Pete decided to retire, the community held its breath. Who could take the reins of such a beloved local institution?

Enter Jake La Grander, a former hotel manager and insurance agency owner with deep entrepreneurial roots, a high bar for hospitality, and three clear goals: preserve the legacy, earn the community’s trust, and quietly make things even better.

This is the story of how Jake is preserving what people love about Pete’s Restaurant while building something new, one fresh ingredient, one warm smile, and one dining experience at a time.

Business family roots and entrepreneurial values

Jake did not just stumble into business ownership; he was raised in it. Growing up, he watched his parents run several small businesses. They believed in working for themselves, creating their own path, and learning from both wins and losses. That early exposure planted a seed in Jake, even though he did not act on it right away.

“I kinda grew up in the world of seeing how that works,” Jake says. “After years of making money and decisions for someone else, I finally said I'd like to do it for myself.”

Jake spent years in the corporate world, managing hotels and even owning an insurance agency. But no matter how much money he helped others make, it never felt fulfilling. He wanted to build something of his own and do it his own way.

Acquiring Pete’s Restaurant

When Jake decided to leave the insurance world behind, he did not leap into just any business. He did his homework. Over two years, he evaluated up to 200 businesses across the country. What he wanted was something unique, something with history and heart.

That is when he found Pete’s Restaurant in Knoxville, Tennessee. It was not a franchise or a chain. It was a decades-old diner with great reviews and a fiercely loyal customer base.

“It wasn’t exactly in the Smokies like I planned, but it checked most of the boxes,” Jake explains. “It had been around a long time. It was celebrated. I didn’t want a chain; I wanted something that held its own.”

Preserving a community cornerstone 

When Jake stepped into Pete’s, he knew it was special, but he did not fully grasp just how important it was to the community until he started hearing the stories. Generations had grown up dining at Pete’s. Customers would come in with their kids, grandkids, and stories of meals shared decades ago.

“I have people tell me, ‘I came here with my grandparents when I was a kid,’” Jake says. “Now they want to share that experience with their own children.”

Pete’s isn’t just a place to eat. It’s where neighbors meet, friends hug, and locals feel at home. Some downtown residents eat there twice a day. “I feel like we’re their kitchen and living room away from home.” Jake is deeply aware of that responsibility, and he honors it every day.

Giving back to the community

Carrying on Pete’s legacy also means continuing the tradition of giving back. Jake wants the restaurant to be more than just a local favorite. He wants it to be a community partner.

“Pete was great about being involved in the community,” Jake says. “We still support some of those causes, but I want to add more. Knoxville is a good-sized town, but it feels like a small town, and that’s how small towns make it. You help each other.” 

Jake’s goal is to get his staff involved too, encouraging them to support causes they care about. “There’s always stuff to be involved in. I want my team to be a part of it and feel good about what they’re doing.”

Overcoming business challenges

Even with a strong vision and passion, the road hasn’t been easy. The biggest challenge? Earning the trust of long-time customers who were loyal to Pete.

“People told me flat out—‘You’re not Pete. We’re going to keep an eye on you,’” Jake recalls. “I said, ‘Okay, no problem. Just come back, and let me know what you think.’”

He didn’t come in and change everything. Instead, he preserved what people loved while slowly improving the food and service. “I removed some frozen ingredients and replaced them with fresh ones. Same menu, just better quality.”

He also listened. Really listened. Customers asked for Coke Zero. So Jake got it—even though it’s not a top-seller nationally, it is in Knoxville. He added tomato juice. Gluten-free bread. All small changes, but they made a big impact. “You want to know the secret to a successful business?” he says. “Don’t reinvent the wheel. If your customers ask for something, get it.”

Triumphs and advice for future entrepreneurs

Jake’s proudest moment so far? Reopening on Saturdays. The restaurant had been closed on Saturdays for years. But from the moment Jake took over, customers started asking if he’d reopen. He got calls, emails, social media messages, and even handwritten letters.

“I was moved. I had no idea how much it meant to people,” Jake says. “I knew I had to do it—not just for business, but because the community needed it.” Now, Saturdays are packed. And customers thank him in person for opening the doors that extra day.

So what’s his advice for ambitious business owners?

For Jake, ambition isn’t about flashy titles or fast growth. It’s about showing up every day and doing the work with integrity, consistency, and heart. “My version of ambition is just to get up and do the thing. My job is to provide a place where my team can be happy, safe, and successful.”

“If you're doing something that brings people joy and gives people a place they want to come back to, that’s the real success.”

How Elavon helps

Behind the scenes, one of the tools helping Jake focus on what matters most is Elavon. “Credit card transactions make up 65 to 70% of my business. It’s a huge part of how we operate,” Jake explains. “And the great thing is, I don’t have to think about it.”

He says Elavon has been “seamless” since day one. “It just works. That’s gold for me. I don’t have to stress about processing or outages or fees. It’s easy to use and dependable.”

Other business owners often complain to Jake about their processors. “I tell them you’re working with the wrong people. I never have those problems.”

Honoring the past and building something new

Pete’s Restaurant has been a staple in Knoxville for nearly four decades. With Jake at the helm, it is not just surviving, it is thriving. He is honoring the past, listening to the present, and building toward a future that’s full of promise, connection, and community. As Jake puts it, “Life is short. Go do the thing you want to do and give it your all.”