Some Buried Caesar

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What some people will do for publicity. In the realm of food, you can make a Guinness record-defying submarine sandwich or pepperoni pizza. Or, in the case of Thomas Pratt, owner of a string of 1930s-vintage fast-food restaurants known as pratterias, you can propose to barbecue a prizewinning bull. To spend $45,000 on a piece of beef that will serve only 100 people, explains the enterprising Pratt to an unamused Nero Wolfe and a goggling Archie Goodwin, is not only an efficient way to spend money that would otherwise go to ineffectual newspaper advertising, it also makes psychological sense:

Look here. Do you realize what a stir it will make that the senior grand champion Guernsey bull of the United States is being barbecued and served in chunks and slices to a gathering of epicures? And by whom? By Tom Pratt of the famous pratterias! Let alone the publicity, do you know what the result will be? For weeks and months every customer that eats a roast beef sandwich in a pratteria will have a sneaking unconscious feeling that he’s chewing a piece of Hickory Caesar Grindon! That’s what I mean when I say psychology.

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