WHEN YOU’RE in the burger business you have to be fast, cheap, and aware of modern trends, according to West Vancouver restauranteur Peter Bonner who recently fired up the grills for the third P.J, Burger and Sons, located in North Vancouver. Two more P.J. restaurants are plan- ned for the near future in Burnaby and Co- quitlam.

In these times when res- taurants close their doors almcst as soon as they are open, that constitutes some- thing of a business miracle.

By NANCY WEATHERLEY

The new North Shore res- taurant is much like the orig- inal PJ's, which opened on

4th Avenue in 1979, upbeat without decor What Bonner calls a *mid- 80s version of a hamburger joint’ is a marketed concept that ap- peals to nearly all age groups and income categories. Research was a big factor in opening even one more in chain of because of the “phenomenal investment; you have to put all the capital up front and

being trendy, the clean and simple.

right." However, restaurants are

Bonner really

very carefully

‘amateurs’ who decide

restaurants

restaurant professionals gain credibility, and

then you find out if you're

says

no more dangerous an invest- ment than any other business even though the failure rate is enormous. He blames the to open up a restaurant without understanding the business. Quick-fail amateurs, he says, have made it tougher for to even

NEWS photo Tarry Peters

AST - Sunday, January 27, 1985 - North Shore News

more important, money from lending institutions.

Bonner is one of the pro- fessionals.

A commerce graduate from UBC, he started out with McDonald’s, who sent him to- their ‘hamburger university’. At McDonald’s Bonner met George Tidball who had the Canadian McDonald's franchise. After Tidball moved on to establish the Keg chain Bon- ner was taken on as vive- president) of operations. During his five years there, 22 more Kegs opened in Canada.

Ready to open his own restaurant, Bonner opted for a traditional one, and, in August 1976, started .the English Bay Cafe which is still a winner for its location if nothing else.

As the economy worsened,

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however, ‘it soon became apparent the safest place to be was at the low end” of the restaurant market, ‘At that time, White Spot ham- burgers were about $3, Keg and Victoria Station meals were $16-$17 and there was nothing in the $6-$7 range. Our objective was low cost good food in-a dining en- vironment.

‘Inflation was.still gather- ing momentum. and we guessed that would be to our advantage," and so PJ was born. ’

Lower price doesn’t mean lower quality, Bonner. in- sists, what it docs mean is low profit per item and large turnover,

The bottom line is 200,000 meals a year have to be serv- ed before PJ's starts to pay - and that's a lot of ham- burger.

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