Joel Gascoigne

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They’d launched the store in 1982 with the intention of having it carry the finest artisanal food products and serve the best sandwiches known to man. “We wanted sandwiches so big you needed two hands to hold them and the dressing would roll down your forearms,” said Saginaw. “We wanted people to say about other sandwiches, ‘This is a great sandwich, but it’s not a Zingerman’s.’” Within a decade, they’d accomplished all that and more.
Small Giants: Companies That Choose to Be Great Instead of Big
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