ideas at work

Note: Unknown publication and date.

Ideas are profit makers. They inspire other ideas. They are capable of many variations without repetition. With this article "Ideas at Work" is inaugurated as an occasional feature designed for profitable reading.

FISH SHANTY SHOWMANSHIP

THE SECOND OF THE THREE Smith Bros. Fish Shanties was started with an unusual idea. The first, in Port Washington. Wis., was already literally doing famously with its fish dishes, but the second took these tasty creations to the West coast. Shipping fish by air from the Great Lakes to the Pacific Ocean would seem to be '"taking coals to Newcastle," but fresh water fish are different, and the people who had tasted the difference came to Walteria, on the Pacific Coast Highway near Los Angeles, for the fish that, to many of them, tasted "'like home." This success led to the third Fish Shanty in the heart of Los Angeles' Restaurant Row.

This idea is not the only one brought to successful realization by Miss Evelyn Smith, who shuttles between the two California restaurants while her brother, Capt. Oliver Smith, carries on the commercial fishing business started by their grandfather in 1848.

Charcoal Broiled Fish

Considering the merchandising possibilities of charcoal broiling, she developed her own method of charcoal broiling fish. The fillet is placed on a plank, surrounded with a bread dressing, fitted into a frame, which Miss Smith herself invented, and placed over the charcoal pit. When cooked, the fish is served from the garnished plank right at the table, tasting as delectable as it looks in the photograph on the cover. Miss Smith has applied for a patent on this equipment and method, and its success is to be extended from the Walteria restaurant to the one in Los Angeles.

Other ideas are carried out in the marine decorations and such touches as the desk with the sign. "This is Capt. Smith's only desk, but he invites you to sit here." Their pies are "baked in our galley." their place mats in green and white map the Great Lakes and the locations of the Smith Bros, fisheries. The children's menu, in the shape of a frolicsome fish, features "Popeye dinners.'" They have a trademark a fisherman in oilskins with a big fish on his back.

With Miss Smith on the job, it is very likely that still other ideas will also be put to work in the Fish Shanties.

This partial view of the Walteria restaurant patio, which seats 200, shows use of the technique of bringing the outdoors indoors. Another outdoor-indoor idea is the use of "portable" shade trees. Mounted on wheels  and  readily  moved,  they quite  amaze and  delight the  customers.
(above) This partial view of the Walteria restaurant patio, which seats 200, shows use of the technique of bringing the outdoors indoors. Another outdoor-indoor idea is the use of "portable" shade trees. Mounted on wheels and readily moved, they quite amaze and delight the customers.