Nov 14, 2020
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About this Deal
Thomas Wall had a problem. It was the summer of 1913 and business was flagging at T. Wall & Sons, his family butcher shop in London.
Overheated shoppers just weren't buying the company's specialty sausages. Then, Wall had an epiphany: Selling ice cream could help counteract the seasonal sales slump.
The idea was set aside when World War I started a year later. But the arrival of a commercial freezer from the United States in 1922 catalyzed his ambitions. From a factory in west London, Wall's ice cream was soon being hawked to Londoners via horse and cart, and then by salespeople on tricycles. By 1939, there were 8,500 of the company's tricycles on Britain's roads.