Sotos LLP

Peter Viitre

Partner

Peter is the Head of our Corporate and Commercial Group. Working extensively with franchises in those sectors as well as clients in the restaurant and automotive industries, he oversees all merger and acquisition transactions, primarily the purchase and sale of franchise systems including those with a cross-border component. Peter provides advice on all aspects of franchising, from the preparation of legal documents to regulatory compliance, to helping franchisors manage the franchise relationship, to the commercial aspects of dispute resolution and termination. He also counsels business owners and investors, including private equity firms, on non-franchise purchase and sale transactions and has played a leading role in deals of varying size and complexity involving companies in various industries, on both national and international levels. Over his career spanning more than 25 years, Peter has advised clients in a wide range of industries including food and beverage, property services, shipping, gasoline, financial advisory and business services. Long recognized as a leading franchise lawyer, Peter served as Chair of the Ontario Bar Association’s Franchise Law Section and as a member of the Ontario government’s Business Law Advisory Council, which advised the government on changes to the province’s commercial legislation.

Peter is proficient in German.

More About Peter

If there is one thing my years of practice have taught me it’s how important it is to take the time to do things right: Plan, prepare, do your homework, and sweat the details. When starting – or acquiring – a business there is no substitute for laying a proper foundation on which to build.

Be curious, be thorough, ask the hard questions, and expect the same from your team members and advisors. It’s your business – own it!

Bar Admission

Ontario, 1995

Education

LL.B., University of Toronto, 1993
B. Comm. (with High Distinction), University of Toronto, 1990
Certified Franchise Executive

Recognitions
  • Ranked in Chambers Canada – Franchising (2016 – 2025)
  • Consistently listed in Best Lawyers in Canada – Franchise Law (2012 – 2025)
  • Named Franchise “Lawyer of the Year” by Best Lawyers in Canada (2015 and 2018)
  • Recognized in Best Lawyers Global Business Edition (2016 – 2023)
  • Listed as “Most Frequently Recommended” in Canadian Legal LEXPERT Directory – Franchise (2016 – 2024)
  • Listed in Guide to US/Canada Cross-Border Lawyers in Canada: Corporate (2016 – 2017)
  • Named “Legal Eagle” by Franchise Times Magazine (2013 – 2024)
  • Listed in Who’s Who Legal Canada: Franchise (2011 – 2023)
  • Listed as “Most Highly Regarded – 2020 & 2022” by Who’s Who Legal: Canada Franchise
  • Listed as “Global Elite Thought Leader – (2020 – 2023) by Who’s Who Legal Global Guide: Franchise
  • Inducted into the “Hall of Fame – 2022” by Franchise Times Magazine
  • Listed in Who’s Who Legal Global Guide – Franchise (2011 – 2023)
Professional Associations
  • Vice Chair, IFA Legal Legislative Committee (2024-2025)
  • Institute of Certified Franchise Executives
  • Chair, Ontario Bar Association Franchise Law Section (2018-2019)
  • Vice-Chair, Ontario Bar Association Franchise Law Section (2016-2018)
  • Secretary, Ontario Bar Association Franchise Law Section (2014-2016)
  • Program Coordinator, Ontario Bar Association Franchise Law Section (2012-2014)
  • Member, Legal Legislative Committee, International Franchise Association (2012-Present)
  • CLE Liaison, Ontario Bar Association Franchise Law Section (2010-2012)
  • Executive Member, Ontario Bar Association Joint Sub-Committee on Franchising (2008-2010)
  • American Bar Association
  • American Bar Association – Forum on Franchising
  • Canadian Bar Association
  • Law Society of Ontario
  • Canadian Franchise Association
  • International Franchise Association
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