Robert O. Peterson
Encyclopedia
Robert Oscar Peterson was an American
businessman and philanthropist. As the founder of the Jack in the Box restaurant chain, he popularized the drive-through
fast food restaurant
concept. He is credited with being the first to pair the drive-through window with an intercom system for greater efficiency.
and graduated from UCLA with a degree in economics. He was a naval intelligence officer during World War II. He was married four times, notably (in 1977) to Maureen O'Connor
, who went on to become the first female mayor of San Diego from 1985 to 1992; this was his only marriage not to end in divorce. The former mayor was at his side when he died in 1994. He had four children by his previous marriage to Lorraine Bhalla, none of whom went into the restaurant business.
in San Diego. This was a classic drive-in where food was served by carhop
s to patrons in the parking lot. Over the next decade his company, the San Diego Commissary Company, operated several Topsy's and Oscar's restaurants throughout San Diego, including a flagship Oscar's at Midway Drive and Rosecrans Street in the Midway
area. In 1951, he converted the Oscar's on El Cajon Boulevard into the first Jack in the Box, a drive-through with the innovation of a two-way intercom that allowed one car to place an order while another car was being served. Other restaurants had previously offered drive-up window service, but Jack in the Box was the first major chain to make drive-through windows the focus of its operation. Since the concept was unfamiliar to most customers, the speaker (topped with the trademark clown) had a sign that announced "Pull forward, Jack will speak to you!" The Jack in the Box restaurant was conceived as a "modern food machine" and was designed by La Jolla master architect Russell Forester, who also designed Peterson’s landmark home in Point Loma
in 1965.
Peterson built the chain to over 300 locations. He renamed his company Foodmaker in 1960 and sold it in 1967 to Ralston-Purina. By that time, the "drive-thru" concept had become an industry standard.
, sponsoring research for many years, and donating the 96-foot diesel yacht Dolphin to the institution in 1973. Peterson Hall at UC San Diego is named in his honor.
In 1984, he was diagnosed with leukemia
. He battled the disease for the next 10 years before finally succumbing in 1994 at the age of 78.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
businessman and philanthropist. As the founder of the Jack in the Box restaurant chain, he popularized the drive-through
Drive-through
A drive-through, or drive-thru, is a type of service provided by a business that allows customers to purchase products without leaving their cars. The format was first pioneered in the United States in the 1930s but has since spread to other countries. The first recorded use of a bank using a drive...
fast food restaurant
Fast food restaurant
A fast food restaurant, also known as a Quick Service Restaurant or QSR within the industry itself, is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service...
concept. He is credited with being the first to pair the drive-through window with an intercom system for greater efficiency.
Personal life
He was a native San Diegan and graduated from Hoover High School in 1933. He attended San Diego State CollegeSan Diego State University
San Diego State University , founded in 1897 as San Diego Normal School, is the largest and oldest higher education facility in the greater San Diego area , and is part of the California State University system...
and graduated from UCLA with a degree in economics. He was a naval intelligence officer during World War II. He was married four times, notably (in 1977) to Maureen O'Connor
Maureen O'Connor (California politician)
Maureen Frances O'Connor is an American Democratic politician from California.Maureen O'Connor was born 1946 in San Diego, California. She was one of 13 children; her parents were former local boxer, "Kid Jerome", and Frances Mary O'Connor...
, who went on to become the first female mayor of San Diego from 1985 to 1992; this was his only marriage not to end in divorce. The former mayor was at his side when he died in 1994. He had four children by his previous marriage to Lorraine Bhalla, none of whom went into the restaurant business.
Restaurant career
Peterson entered the restaurant business in 1941 with a drive-in diner called "Topsy's" (later renamed "Oscar's"), located at 6270 El Cajon BoulevardEl Cajon Boulevard
El Cajon Boulevard is a major east–west thoroughfare through San Diego, La Mesa and El Cajon, California. Before the creation of Interstate 8 it was the principal automobile route from San Diego to El Cajon, the Imperial Valley, and points east....
in San Diego. This was a classic drive-in where food was served by carhop
Carhop
A carhop is a waiter or waitress who brings food to people in their cars at drive-in restaurants. Usually car hops work on foot but sometimes use rollerskates. The popularity of movies such as American Graffiti and shows like Happy Days created a misconception of carhops as exclusively roller...
s to patrons in the parking lot. Over the next decade his company, the San Diego Commissary Company, operated several Topsy's and Oscar's restaurants throughout San Diego, including a flagship Oscar's at Midway Drive and Rosecrans Street in the Midway
Midway, San Diego, California
The Midway area, also called the North Bay area, is a neighborhood of San Diego, California. It is located at the northern end of the Point Loma peninsula, northwest of Downtown San Diego and just west of Old Town...
area. In 1951, he converted the Oscar's on El Cajon Boulevard into the first Jack in the Box, a drive-through with the innovation of a two-way intercom that allowed one car to place an order while another car was being served. Other restaurants had previously offered drive-up window service, but Jack in the Box was the first major chain to make drive-through windows the focus of its operation. Since the concept was unfamiliar to most customers, the speaker (topped with the trademark clown) had a sign that announced "Pull forward, Jack will speak to you!" The Jack in the Box restaurant was conceived as a "modern food machine" and was designed by La Jolla master architect Russell Forester, who also designed Peterson’s landmark home in Point Loma
Point Loma, San Diego, California
Point Loma is a seaside community of San Diego, California. Geographically it is a hilly peninsula that is bordered on the west and south by the Pacific Ocean, the east by the San Diego Bay and Old Town and the north by the San Diego River...
in 1965.
Peterson built the chain to over 300 locations. He renamed his company Foodmaker in 1960 and sold it in 1967 to Ralston-Purina. By that time, the "drive-thru" concept had become an industry standard.
Later life
He spent the final 30 years of his life in philanthropy and civic improvement. He was a consistent patron of the Scripps Institution of OceanographyScripps Institution of Oceanography
Scripps Institution of Oceanography in La Jolla, California, is one of the oldest and largest centers for ocean and earth science research, graduate training, and public service in the world...
, sponsoring research for many years, and donating the 96-foot diesel yacht Dolphin to the institution in 1973. Peterson Hall at UC San Diego is named in his honor.
In 1984, he was diagnosed with leukemia
Leukemia
Leukemia or leukaemia is a type of cancer of the blood or bone marrow characterized by an abnormal increase of immature white blood cells called "blasts". Leukemia is a broad term covering a spectrum of diseases...
. He battled the disease for the next 10 years before finally succumbing in 1994 at the age of 78.