Joe Edwards to open 24-hour diner in Washington University’s Loop development

Peacock Loop Diner to offer breakfast classics, international dishes and a jukebox

Joe Edwards displays some of his peacock memorabilia, which he plans to incorporate in his 24-hour diner in Washington University’s Loop development. Download hi-res image (Credit: James Byard)

Joe Edwards, owner of beloved Delmar Loop attractions
Blueberry Hill and The Pageant, announced today plans to open the
Peacock Loop Diner, a new 24-hour restaurant, in Washington University in St. Louis’ Loop development.

The restaurant will be located at 6261 Delmar Blvd. near Eastgate Avenue and is slated to open in August 2014.

“There really aren’t many after-closing-time places to get a bite or to continue hanging out with friends or to get an early-morning breakfast,” Edwards said. “This will truly make the Loop a 24-7 neighborhood.”

The Peacock Loop Diner is one of two street-level retail tenants just announced for The Lofts of Washington University, an $80 million retail and student housing development. The other tenant, Global Foods Market, also is slated to open in August 2014.

“A diner and a grocery store are two major pieces in the puzzle,” Edwards said. “These additions really make the Loop a first-class livable, walkable neighborhood.”

Rob Mueller, a longtime manager at Blueberry Hill, will serve as the diner’s general manager. Edwards plans to serve breakfast classics, diner staples, international favorites, a large selection of salads and vegetarian dishes as well as an array of desserts.

“You have to have pie,” Edwards said. “I’m envisioning one of those old-fashioned pie cases.”

All dishes will be available all day.

Edwards will seek a liquor license for the Peacock Loop Diner. He hopes to serve a limited selection of craft beer, wine, frozen cocktails and spiked milkshakes.

Edwards, who has created the look and feel of all of his venues, also will design the diner’s interior. Edwards envisions illuminated curving counters of varying heights and colors to evoke the tail feathers of a peacock.

The interior also will include Edwards’ trademark display cases filled with his own collection of peacock memorabilia and, of course, a jukebox.

Edwards has hired Kiku Obata & Company to carry out his vision of the restaurant’s interior. Obata worked with Edwards to expand the Loop east of Skinker Boulevard into St. Louis city.

The company designed some of the street’s flagship businesses, including the Regional Arts Commission, Big Shark Bicycle Company, and the interiors and signage for both the Pin-Up Bowl and The Pageant.

“I have been thinking about the interior design and concept for a while and I am excited about some pretty striking visual features,” said Edwards. “I’m having a lot of fun creating the Peacock’s personality.”