Long Champ Dining Salon, Amarillo, Texas, 1948
The Long Champ restaurant opened in 1945 and was a Duncan Hines and AAA approved restaurant. It was located right in the heart of cattle country and prospered in its perfect position right on burgeoning Route 66. Promoted as being situated "Where the Plains Meet the Sea", Long Champ was known for the range and quality of its seafood offerings. As the cigar chomping fish on the cover of the menu says, "IF IT SWIMS WE HAVE IT". We are in awe of the original owner for his sense of humor and for the totally iconic and entertaining design of this menu.
The Long Champ menu proudly indicated that the fish was delivered "Quickly By air Express" and "With a Tang of The Sea". As a nod to the local ranchers and meat lovers, steaks were offered as "Only Government Graded US". Guests could select their meat before it went into the kitchen for preparation.
In 1947, Homer Rice bought the place and in 1953 he changed the name to Rice's Dining Salon. He installed a massive sign to call attention to his establishment that utilized 1,000s of light bulbs. The sign was identified as the "largest restaurant sign between New York and Los Angeles" by non other than Wes Izzard of the Amarillo Daily News.
Courtesy Private Collection.
Each print is accompanied by a copy of the interior menu where available.
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