In less than a year, he was ready to open, but the new owners of Piggly Wiggly took him to court, arguing that the use of the Clarence Saunders name in relation to a new grocery store would violate Piggly Wiggly’s trademarks and patents. In response, Saunders defiantly named his new grocery store “Clarence Saunders: Sole Owner of My Name,” perhaps the only business name worse than Piggly Wiggly. And yet, it succeeded tremendously, and Saunders made a second fortune as Sole Owner stores spread throughout the South.
He went on to invest in a professional football team in Memphis, which he named the Clarence Saunders Sole Owner of My Name Tigers. Really. They played the Green Bay Packers and the Chicago Bears in front of huge crowds in Memphis, and they were invited to join the NFL, but Saunders declined. He didn’t want to share revenue, or send his team to away games. He promised to build a stadium for the Tigers that would seat more than thirty thousand people. “The stadium,” he wrote, “will have skull and crossbones for my enemies who I have slain.”
But within a few years, the Sole Owner stores were crushed by the Depression, the football team was out of business, and Saunders was broke again. Meanwhile, the soulless body of Piggly Wiggly was faring quite well without Saunders—by the supermarket chain’s height in 1932, there were over twenty-five hundred Piggly Wigglies in the United States. Even in 2021, there are over five hundred locations, mostly in the South, although like many grocery stores, they are struggling under pressure from the likes of Walmart and Dollar General, which can undercut traditional grocery stores on price partly by providing even less fresh food and fewer clerks than today’s Piggly Wiggly does.
These days, Piggly Wiggly ads tend to focus on tradition, and the human touch. One north Alabama Piggly Wiggly TV spot from 1999 included this line: “At Piggly Wiggly, it’s all about friends serving friends,” a call to the kind of human-to-human relationships that Saunders ridiculed in that Dutch grandmother ad. The mighty pulse of the throbbing today does make new things out of old—but it also makes old things out of new.
Today, food prices are lower relative to average wage than they’ve ever been in the United States, but our diets are often poor. The average American ingests more sugar and sodium than they should, largely because of processed, prepackaged foods. More than 60 percent of calories consumed by Americans come from so-called “highly processed foods,” like the OREO cookies and Milky Way bars that flourished at early Piggly Wigglies. Clarence Saunders didn’t make any of this happen, of course. Like the rest of us, he was being pulled by forces far larger than any individual. He merely understood what America was about to want—and gave it to us.
After Saunders’s second bankruptcy, he spent decades trying to launch another new retail concept. The Keedoozle was a totally automated store that looked like a massive bank of vending machines and involved purchasing food with almost no human-to-human interaction. But the machinery often broke down, and people found the shopping experience slow and clunky, and so the Keedoozle was never profitable. The self-checkout process Saunders envisioned would only become a reality many decades later.
As he aged, Saunders grew more vitriolic and unpredictable. He began to suffer from debilitating bouts of mental illness, and eventually entered a sanitarium that treated people with anxiety and depression.
The mansion Saunders built with his first fortune became the Pink Palace Museum, Memphis’s science and history museum. The estate he built with his second fortune became Lichterman Nature Center. In 1936, the journalist Ernie Pyle said, “If Saunders lives long enough, Memphis will become the most beautiful city in the world just with the things Saunders built and lost.”
But Saunders never made a third fortune. He died at the Wallace Sanitarium in 1953, at the age of seventy-two. One obituary opined, “Some men achieve lasting fame through success, others achieve it through failure.” Saunders was a relentless innovator who understood the power of branding and efficiency. He was also hateful and vindictive. He committed securities fraud. And he helped usher in an era of food that fills without nourishing.
But mostly, when I think of Piggly Wiggly, I think about how the big get bigger by eating the small. Piggly Wiggly swallowed up the small-town grocery stores only to be swallowed itself by the likes of Walmart, which will in turn be swallowed by the likes of Amazon. James Joyce called Ireland the “sow that eats her farrow,” but Ireland has nothing on American capitalism.
I give Piggly Wiggly two and a half stars.
THE NATHAN’S FAMOUS HOT DOG EATING CONTEST
AT THE CORNER OF SURF and Stillwell Avenues in Brooklyn’s Coney Island, there is a restaurant called Nathan’s Famous, which started out in 1916 under the ownership of Polish immigrants Nathan and Ida Handwerker. The restaurant serves a variety of food—from fried clams to veggie burgers—but Nathan’s began as a hot dog place, and remains one at its core.
A Nathan’s hot dog is not the best food you will ever eat, or even the best hot dog you will ever eat. But there’s something special about the experience of eating one amid the clamor of Coney Island. And the hot dogs have a pedigree—they’ve been eaten by King George VI and Jacqueline Kennedy. Stalin supposedly ate one at the Yalta Conference in 1945.
Coney Island used to be the huckster capital of the world, where fast-talking barkers wearing straw hats would sell you on this carnival attraction or that one. Now, like all places that survive on nostalgia, it is mostly a memory of itself. The beaches are still packed in summertime. You can still ride the carousel, and there is still a line at Nathan’s Famous. But a big part of visiting Coney Island today is imagining how it must have once felt.
Except for one day a year, when Coney Island becomes its old self, for better and for worse. Every July 4, tens of thousands of people flood the streets to witness a spectacular exercise in metaphorical resonance known as the Nathan’s Famous Hot Dog Eating Contest. It says so much about contemporary American life that our Independence Day celebrations include 1. fireworks displays, which are essentially imitation battles complete with rockets and bombs, and 2. a contest in which people from around the world attempt to discover how many hot dogs and buns can be ingested by a human within ten minutes. To quote the legendary comedian Yakov Smirnoff: What a country.
Like the nation it aims to celebrate, the hot dog eating contest has always been a strange amalgamation of history and imagination. The contest’s originator was probably a guy named Mortimer Matz, whom the journalist Tom Robbins described as “part P. T. Barnum, part political scalawag.” Matz made much of his money as a public relations rep for politicians in crisis—a resource never in short supply in New York—but he also did PR for Nathan’s Famous along with his colleague Max Rosey. Matz claimed that the hot dog eating contest could trace its history back to July 4, 1916, when four immigrants staged a hot dog eating contest to determine which of them loved America the most. But he would later acknowledge, “In Coney Island pitchman style, we made it up.”
The contest actually started in the summer of 1967, when several people were given an hour to eat as many hot dogs and buns as they could. A thirty-two-year-old truck driver named Walter Paul won the initial contest with a purported 127 hot dogs and buns in a single hour, although bear in mind that number was fed to the press by Rosey and Matz.