People just weren’t going to the deli counter like they used to. 🥪

They didn’t know why they should, nor know how to order. 🧐

As the de facto keeper of the Counter Culture, we got Boar’s Head to lead by example. 🫡

And for every problem, the Counter Culture had an answer.

And for those waiting for their number to be called, we printed a book, distributed through local delis for converts to the Culture to learn from.