Cole slaw, that happy transformation of cabbage into a tart and appealing salad, has to be one of our most healthy, tasty and also inexpensive foods. So why is it that when we order a meal with a “side of cole slaw” these days it’s often served in a micro-cup that would be better suited to sample collection in the doctor’s office?
My theory is that this is related to the predatory financial practices that got us into our current mess. Once you’ve settled on a business model that markets home equity loans to widows on social security, why stop there? Let’s wring a few more pennies from the populace by downsizing the cole slaw served with their early bird specials.
Which is all the more reason that the pictured side of cole slaw, at Compton’s in Saratoga NY, is so reassuring. This is what a side of cole slaw should look like. (Note also the romaine and 3 slices of tomato which are not even mentioned on the menu—a garnish reminiscent of a bygone day.)
I’ve been through multiple market downturns in my copywriting career. Each time, I had some clients who took the stance that you need to maintain or even increase your marketing budget because that’s when you buy market share, on the cheap, from competitors who are cutting back.
Compton’s is doing the same thing in their marketplace, and they’ve won my business. I’m going back at lunchtime for a burger… and a side of cole slaw.