Upper crust

London

The 11th Earl of Sandwich has decided to cash in on his ancestor’s famous innovation, The New York Times reported this week. He has launched a company, also called Earl of Sandwich, that produces gourmet sandwiches with British ingredients. It used to be unthinkable for a peer to become a merchant. But when the present earl’s second son, Orlando Montagu, came across a restaurant in Italy called Earl of Sandwich, the family realized that it was already effectively a brand name. “Trading on one’s family name is not derogatory anymore,” said Lord Sandwich. “At least, not in my view.” The company has plans to open a cafe at Disney World in Orlando, modeled on the earl’s private home.

The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE

Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Sign up