Who the hell came up with THAT name?

The colorized (by yours truly) picture above is of the first-ever self-service grocery store, Piggly Wiggly No. 2, located in Memphis, Tennessee, circa 1916. Clarence Saunders opened his first store on September 6, 1916. 

The newer store revolutionized grocery shopping by introducing the self-service model, where customers walked through aisles and gathered their own items in baskets, rather than asking a clerk for goods. 

This new store layout was the forerunner to the modern supermarket, featuring patented fixtures, turnstiles for entry, and employee uniforms. The unusual name was reportedly chosen by Saunders to pique curiosity, and the model was so successful that it quickly expanded into a major chain. 

This is the priginal B&W print:

The format of all modern supermarkets is based on the Piggly Wiggly plan of self-service. All good things that come to American shoppers were brought to them first by Piggly Wiggly:

• First to sell foods by the self-service supermarket system which is originated in 1916.
• First to provide shopping baskets and check-out stands.
• First to price mark every item in a food store.
• First to give shoppers more for the food dollar through high volume/low profit margin retailing.
• First to use refrigerated cases to keep perishables fresher longer.
• First to require employee uniforms.
• First to design and use patented fixtures and equipment throughout the store.
• First to franchise independent grocers to operate under the self-service method of food merchandising.

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