Practice Summary
Peter is the leader of our Home Services and Retail practice areas. Working extensively with franchises in those sectors as well as clients in the automotive industry, 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 the commercial aspects of dispute resolution and termination. He also counsels business owners and investors, including private equity firms, on purchase and sale transactions and has played a role in deals involving companies in various industries, on both national and international levels. Over his career spanning more than 20 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.
BAR ADMISSION
Ontario, 1995
EDUCATION
LL.B., University of Toronto, 1993
B. Comm. (with High Distinction), University of Toronto, 1990
Certified Franchise Executive
More About Peter Viitre
Practice Areas
- Franchisor Services – All Sectors with a focus on automotive, home services, professional services, restaurants, and retail.
- Mergers and Acquisitions
- Corporate / Commercial and Finance
- International Franchising, Licensing and Distribution
- Franchise Associations
- Board Governance
- Sector Leader – Home Services
- Sector Leader – Retail
- Team Leader – Expansion into Canada
Recognitions
- Ranked in Chambers Canada – Franchising (2016 – 2022)
- Consistently listed in Best Lawyers in Canada (2012 – 2022)
- Named Franchise “Lawyer of the Year” by Best Lawyers in Canada (2015 and 2018)
- Recognized in Best Lawyers Global Business Edition (2016 – 2020)
- Listed in Canadian Legal LEXPERT Directory – Franchise (2016 – 2021)
- Listed in Guide to US/Canada Cross-Border Lawyers in Canada: Corporate (2016 – 2017)
- Named “Legal Eagle” by Franchise Times Magazine (2013 – 2021)
- Listed in Who’s Who Legal: Canada Franchise (2011 – 2020)
- Listed as “Most Highly Regarded – 2020” by Who’s Who Legal: Canada Franchise
- Listed as “Global Elite Thought Leader – 2021) by Who’s Who Legal Global Guide: Franchise
Professional Associations
- 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
Selected Works
- Co-author – “Franchise & Licensing in Canada“, The Legal 500 Comparative Guide, 2021.
- Author – “Franchise & Licensing in Canada“, The Legal 500 Comparative Guide, 2020.
- Speaker – “Effectuating Change Through A Franchise System”, Springboard Event for Emerging Franchisors, Philadelphia, PA, September 18-20, 2019
- Speaker – “New System Growth Strategies – Balancing Needs with Resources”, Canadian Franchise Association National Convention, Niagara Falls, ON, April 7-9, 2019
- Speaker – “How to Build Franchise Relationships that Withstand the Test of Time”, Springboard Event for Emerging Franchisors, Philadelphia, PA, September 20-21, 2018
- Speaker – “Basics: Franchise-Related Mergers & Acquisitions,” International Franchise Association Legal Symposium, Washington, DC, May 6-8, 2018
- Speaker – “International Distributorship, Franchise & Trade Agreements: From Key Deal Terms to Dispute Resolution Mechanisms in Civil & Common Law Jurisdictions,” American Bar Association Section of International Law Annual Conference, New York, NY, April 17-21, 2018
- Speaker – “Franchise Law Update,” Law Society of Upper Canada 7th Annual Business Law Summit, May 11, 2017
- Co-Author, Chapter 8 – “Acting for the Canadian Franchisee,” Fundamentals of Franchising Canada, 2nd Edition, American Bar Association, 2017
- Roundtable Facilitator – “Consistent Marketing Throughout Your System – Controlling Rogue Owners”, International Franchise Association Annual Convention, San Antonio, TX, February 23, 2016
- Roundtable Facilitator – “Getting Your System Ready for Sale”, International Franchise Association Annual Convention, Las Vegas, NV, February 18, 2015
- Author, Canadian Chapter, International Franchise Handbook 1st Edition, Bridgehouse Law Germany, 2015
- Speaker – “Expanding Internationally: The Importance of Realistic Expectations and Proper Due Diligence in Navigating International Waters”, International Franchise Association Legal Symposium, Chicago, IL, May 4-6, 2014
- Speaker – “Are Challenging Disclosure Issues Keeping You Up at Night?”, OBA Franchise Law Section Winter Dinner Program, Toronto, Ontario, March 4, 2014
- Roundtable Facilitator – “Adapting International Agreements for Local Cultures”, International Franchise Association Annual Convention, New Orleans, LA, February 22-25, 2014
- Speaker – “Acting for the Franchisor: How to Prepare a Disclosure Document”, OBA Institute Franchise Law Section Program, Toronto, Ontario, February 7, 2014
- Roundtable Facilitator – “Collaborating with Franchisees to Modify a Franchise System”, International Franchise Association Legal Symposium, Washington, DC, May 5-7, 2013
- Speaker – “Anatomy of a Franchise Agreement”, OBA Institute Franchise Law Section Program, Toronto, Ontario, February 8, 2013
- Co-chair – “For Better or For Worse: Franchise Relationships over the Long Term”, Ontario Bar Association 12th Annual Franchise Law Conference, Toronto, Ontario, November 6, 2012
- Speaker – “Don’t Become a Statistic: Accidental Franchises and Other Franchise Accidents”, The Law Society of Ontario, 2nd Annual Business Law Summit, Toronto, Ontario, May 16, 2012
- Roundtable Facilitator – “Rebranding Franchise Systems”, International Franchise Association Legal Symposium, Washington, DC, May 20-22, 2012
- Speaker – “Top 10 Changes You Need to Make to Your Franchise Agreement”, Ontario Bar Association 11th Annual Franchise Law Conference: “Mastering a Recovering Economy”, Toronto, Ontario, November 2, 2011
- Roundtable Facilitator – “How to Identify and Avoid Critical Problems in International Master Franchising”, International Franchise Association Legal Symposium, Washington, DC, May 15-17, 2011
- Speaker – “Identifying and Dealing with Challenged Units and Sales”, Canadian Franchise Association Annual Convention, Niagara Falls, Ontario, April 5, 2011
- Co-chair – “Franchise Law Primer: A Practical Roadmap”, OBA Institute Franchise Law Section Program, Toronto, Ontario, February 3, 2011
- Speaker – “Best Practices in Disclosure Document Preparation”, Ontario Bar Association 10th Annual Franchise Law Conference: “What We Can Expect in the Next Decade”, Toronto, Ontario, November 4, 2010
- Speaker – “What to Do When the Store Needs to Close”, Canadian Restaurant Investment Summit, Toronto, Ontario, May 27, 2010
- Roundtable Facilitator – “A Strategy to Take Over the World – Things to Think About Before Expanding Internationally”, International Franchise Association Legal Symposium, Washington, DC, May 16-18, 2010
- Speaker – “Difficult Disclosure Issues”, Ontario Bar Association 9th Annual Franchise Law Conference: “The Whole Nine Yards”, Toronto, Ontario, October 14, 2009
- Speaker – “Everything is for Sale”, Ontario Bar Association Joint Sub-Committee on Franchising Dinner Program, Toronto, Ontario, May 26, 2009
- Roundtable Facilitator – “The Pros and Cons of Going International During Difficult Economic Times”, International Franchise Association Legal Symposium, Washington, DC, May 17-19, 2009
- Speaker – “Franchising 101″, Ontario Bar Association 8th Annual Franchise Law Conference: “Putting Principles into Practice”, Toronto, Ontario, November 25, 2008
- Co-chair – “Continuing Issues in Franchise Disclosure”, Ontario Bar Association Dinner Program, Toronto, Ontario, May 29, 2008
Representative Transactions
- Turf Management Systems Inc. sale of the Weed-Man franchise system to TH Canada Inc.
- Provided franchise advice to ONCAP on its purchase of Chatters Canada
- Sale of Manchu Wok franchise system by Manchu Wok (Canada) Inc. and related parties to MTY Tiki Ming Enterprises Inc.
- Provided franchise advice to EnerCare Inc. on its purchase of the Ontario home and small commercial services business of Direct Energy Marketing Limited
- Sale of the Canadian Paul Davis franchise system by Paul Davis Systems Canada, Ltd. to FirstService Brands
- Sale of Extreme Pita, Mucho Burrito and PurBlendz franchise systems by Extreme Pita Company Limited, Mucho Burrito Corporation and related parties to MTY Tiki Ming Enterprises Inc.
- Hudson’s Bay Company sale of the Designer Depot chain of stores to the INC Group of Companies
- Hudson’s Bay Company sale of its credit card portfolio and related assets to GE Money
- Provided franchise advice to Trivest Partners on its purchase and subsequent sale of the Herbal Magic franchise system
Blogs
SOTOS LLP BLOG March 23, 2021The Legal 500 Comparative Guide: Franchise & Licensing in Canada
SOTOS LLP BLOG March 10, 2020Planning Ahead: Coronavirus and Managing its Impact on Franchise Operations
SOTOS LLP BLOG March 30, 2016Give your franchise agreement a facelift - Part 3
SOTOS LLP BLOG March 28, 2016Give your franchise agreement a facelift - Part 1
SOTOS LLP BLOG March 19, 2013Careful - that little share issuance may be more trouble than it’s worth
Personal Statement
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!