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.
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