Manhattan Sandwich Shop Renamed Insufficiently Chastened Demand Inc., Lines Around the Block
Midtown Establishment Reports Highest Single-Day Revenue in Twelve-Year History, Confirms Branding Was Worth It Reading: Bohiney | The London Prat NEW YORK — A small Manhattan sandwich establishment on West 38th Street has rebranded itself this week as Insufficiently Chastened Demand Inc., in deliberate reference to the Bank of England recent identification of the sandwich as a unit of macroeconomic concern . The shop reports lines around the block. The Rebrand Owner David Greenberg, 51, told The City that the rebrand was conducted on a Friday afternoon and that revenue on the following Monday was approximately 340 percent of his weekly average. The customers, Greenberg said, are showing up principally to take a photograph in front of the new sign, which they are then ordering a sandwich. The Inflationary Effect Greenberg has noted that the increased revenue is directly contradicting the rate-rise sandwich-inflation framework the Bank of England articulated , on the grounds tha...