On April 1, 1966, Alfred Peet first opened the doors of his coffee store in Berkeley, CA, and quietly ignited a revolution that forever changed the expectations of American coffee drinkers. More than four decades later, Peet?s remains true to the quality tenets of its founder, attracting ever-increasing numbers of true coffee lovers, for whom a cup of coffee could only mean a cup of Peet?s. Peet's sells quality coffee to the public. Peet's sells quality coffee to the public.