What, you may ask, is the Heinz Electric Soup Kitchen? It is (or was) a gimmick to sell canned soup. From the text accompanying this little panel:
“Eating out” is like “eating in” when your favorite counter serves your favorite soup — by Heinz! For every bowlful of hale and hearty Heinz Home-style Soup is brimming with irresistible, homemade flavor Heinz chefs capture by careful, small-batch cooking. Soda fountains, luncheonettes and tea rooms from coast to coast are equipped with the Heinz Electric Soup Kitchen that facilitates prompt, speedy service of these delectable dishes. An electric soup cup heats them in two minutes!The premise of this ad — that “eating out” should taste like “eating in” — bugs me in its appeal to the preference for what’s already familiar. If I were the man in the hat, I’d feel a bit demeaned when a customer ordered Heinz soup and not one of my delicious hamburg or liverwurst sandwiches. Sure, it’s not like I make the meat myself, but it takes a heck of a lot more skill to make a good sandwich plate than to heat up a can o’ soup. But if your idea of “eating out” is the same can you could’ve had at home, I’ll get it for you right now. Heinz soup —it’s grand! Would you like crackers with that?
[The Electric Soup Kitchen would have made a great name for a fleetingly famous rock group. I think of them as having their first (and last) LP, Spoonful (1970), on Buddah or Liberty. Yes, it was spelled Buddah.]