From Pefferoni’s to Sgt Peffer’s

January 21, 2024

Sgt. Peffer’s is a quirky Italian joint in midtown whose name is derived from both the family that founded it and as a tribute to The Beatles’ “Sgt. Pepper’s Lonely Hearts Club Band.”

Sgt. Peffer’s story starts with the Peffer brothers, who opened their first restaurant, Pefferoni’s, in 1980 in the Florence neighborhood. The pizza joint proved so popular that they opened a second location a year later. Before long, there were 18 locations spread throughout Omaha, Lincoln, Denver, and Austin. While its pizza had a following, the restaurant also became known for its use of old cars as salad bars, which included a 1927 Bugatti Roadster, 1951 MG, and 1955 Austin-Healey, among others. By the time Tim and Walter Peffer left the restaurant chain in 1987, there were just four independently owned locations still operating.

This story is about Tim’s second act, Sgt. Peffer’s. Having learned the lessons of Pefferoni’s, he said he had no intentions of franchising this one. Located at 1501 North Saddle Creek Road in a building that dates back to 1946, the space was just 1,100 square feet. Prior to Tim moving in, it was home to Live Wire Cleaners and the popular Chumly’s Root Beer. The location was ideal for his new venture, as it was surrounded by young families, most of whom grew up listening to The Beatles. A little nostalgia can go a long way.

1960 Durham Museum photo of Live Wire Cleaners in the Sgt. Peffers building and the Homy Inn across the street.

The Beatles motif extended to the decor inside the restaurant as well as the names of some menu items, including the Yellow Submarine sandwich. The small building had just enough room for a kitchen and seven tables, in addition to a few picnic tables outside. The dive bar across the street, Homy Inn, has long served as an informal waiting room for the restaurant as well as an extension of its dining room. The kitchen staff at Sgt. Peffer’s even communicated with the bar across the street via walkie-talkies. From the very beginning, the restaurant was too small, making the drive-through critical to its success.

The original Sgt Peffers location along North Saddle Creek Road.

Inside, the dining room featured white walls with green and red borders along the ceiling, representing the colors of the Italian flag. Outside its entrance is a map of Italy painted on the wall. The mashup of Italy and The Beatles extended to posters, paintings, and other memorabilia featuring the Fab Four, as well as a painting of an octopus inspired by the song “Octopus’s Garden.”

Tables and Beatles decor on display inside Sgt. Peffers.

Its recipes were the work of Florence, Italy native Christina Bianchi Hayes, who moved to Omaha in 1978. As such, the menu had a Florentine spin, which included the addition of vegetables and meat. The food was made from scratch, even though it was adapted to allow for greater volume. Other menu items included pizza, pasta, casseroles, sandwiches, salad, and soup.

The octopus painting overhead and the Beatles paintings in the background at Sgt Peffers.

Sgt. Peffer’s expanded in 1989 with the addition of a garden room that doubled the seating. The restaurant did eventually grow to a second location after longtime manager Charlie Thompson bought the name and the recipes in 2006. While lacking the charm of the original, the second location at 13760 Millard Avenue is larger and features a full bar and party room. It even grew to a third location at 111 East Locust Street in Carter Lake, Iowa, in 2013 before closing in 2018.

The meatball sandwich and Italian Joe at Sgt Peffers.

Tim prioritized listening to customer feedback, which allowed him to quickly make changes as needed. This is apparent in his philosophy, which emphasized top-notch service, an unbelievable staff, good food, and cleanliness. While the restaurant tends to fly under the radar for those not living nearby, it was listed among the best Italian restaurants and pizza parlors by The Reader in 2022. Tim was named Restaurateur of the Year by the Omaha Restaurant Association in 1996 and inducted into its Hall of Fame in 2007. He stepped away from the business as his daughter, Dana Peffer, bought it in 2024.

Sgt. Peffer’s never reached the heights of Pefferoni’s, which remains well regarded locally. Even so, the Peffer legacy lives on in both of the Sgt. Peffer’s restaurants, which have become beloved establishments in their own right.

Have you been to Pefferoni’s or Sgt. Peffer’s and if so, what are your thoughts? I’d love to hear what you have to say so feel free to leave a comment.