Page 222 - One Thousand Ways to Make $1000

the copy appeared, one window of the restaurant was always trimmed
effectively to tie up with the newspaper story. He began by featuring corned
beef and cabbage in the advertising, and soon was known as the “Corned
Beef King.” Then he featured other special dishes. Soon he had many people
calling at his restaurants to discover the secret of his good food—and they
kept coming.

The windows frequently were trimmed with enlarged photographs of
delectable food products, and the advertisements were planned to “tie in”
with the seasonal eating habits of the public. Thus, just before Lent, and
during Lent, the advertisements carried announcements of Lenten dishes.
Shortly after the prohibition amendment was repealed, Harding ran an
advertisement about ham, illustrated by a laughing little pig sitting in a glass
of champagne. The copy follows:

h aM happIness!
“Years ago before prohibition became a fact, the old Righeimer bar at 131 N.
Clark Street (now Harding’s) was famous for its very unique treatment of
ham. They didn’t simply slice off a piece of ham and place it between two
slices of bread. Oh no! First they dipped the ham into the most delectable
concoction imaginable, champagne sauce. Ummmmm! Well, Harding’s have
resurrected the recipe and now—at all Harding restaurants the carver dips the
slices of our perfectly baked sugar-cured ham into champagne sauce before
making up the sandwich. Of course, if you prefer not to have the sauce just
tell the carver. But it is good . . . The price is still 15c.”

From the time these advertisements appeared in Chicago’s morning papers,
Harding’s restaurants became crowded daily. The cost of the advertising each
day was about seventy-five dollars. This expenditure, however, more than
justified itself. In smaller communities, where the cost of advertising is not
very great, this same advertising would run but three or four dollars, and the
results would be proportionately greater. Harding’s advertising ideas may be
used to good advantage to tell people about your roadside stand or small
restaurant. The same advertising appeal he uses would attract people from
near and far.