My grandfather, Wallace McLaughlin, knew that any success he might have for his Square Deal Grocery self-serve concept rested squarely on the shoulders of Austin’s women.

Though he had every confidence his plan would work, there still remained one large hurdle to cross: convincing the women to get past their embarrassment over carrying their groceries home themselves. It was a huge issue because up until then, all groceries were delivered. Wallace’s dream was riding on the vanity of these ladies, but how could he win them over?

Certainly his promise of substantial savings was a strong persuader, but the reality was that women’s egos were an even stronger obstacle. Wallace puzzled over what the key could be. Then it struck him. If he could assure the shoppers how laudable it was to save money, while at the same time persuade them that carrying their own groceries was socially acceptable, he’d have it made. If only he could come up with an attractive accessory in which the women could put their groceries, he might possibly win over their pretentiousness.

Keep in mind it was 1921, and Grandpa’s head was spinning. How about pretty baskets, he thought? Minnesota was an entire United States away from Mexico, but, still, didn’t they weave baskets in Mexico? At least he thought they did. No one knows if Wallace went to Mexico himself (surely a plucky undertaking), but the result was the purchase of hundreds of gorgeous baskets, each one hand stitched with colorful flowers.

As any merchant who caters to women knows, Grandpa also was aware that he had to show the baskets off, so he had two shelves built, each running the length of the store upon which to display them. This task accomplished, he then waited for the women to come. It was his nail biting moment of truth. Had all the effort and expense of purchasing those baskets been money down the drain, taking his self-serve dream with them?

Rather than twiddling his thumbs, however, he decided to take action. What he needed to do was explain to the people of Austin what his store was all about. Here is his exact grand opening message that ran in the Austin Daily Herald:

No such thing as free delivery

“Every thinking person knows that each delivery costs the merchant a certain sum, and to cover that extra cost, a high price must be put on the goods. People are fast breaking away from the idea that a lady — or even a gentleman — never carries a package. Therefore the Square Deal will provide beautiful market baskets for all shoppers. I have every confidence these baskets will soon be numerous on the streets of Austin as housewives realize that self-serve shopping is more economical, and that carrying their groceries home themselves simply makes good sense.”

Here are some examples of Grandpa’s everyday low prices:

•Granulated sugar, 1 lb…$.09

Blue Ribbon Flour (the best), 49 lb. sack…$2.79

Monarch Coffee, 1 lb…$.34

Post Toasties…$.12

Creamy butter, 1 lb…$.52

Eggs (strictly firsts) 1 doz. …$.65

P&G Soap (10 bars)…$.65

Ivory Soap (1 bar)…$.08

Ohio Matches (full count) …$.05

Canned tomatoes…$.10

Dried beans (2 lbs.)…$.15

Rice (2 lbs.)…$.18

15 cent loaf of bread only …$.12

Clearly the 12 cent loaf of bread was the teaser, designed to bring shoppers through the doors in droves.

The following day a follow-up report ran in the Herald:

“At the close of our first day, the cash registers showed that 683 people bought groceries at the Square Deal Self Serve Grocery Store. The smallest purchase was 10 cents, the largest $12. This was very gratifying to us. It proves the people of Austin are asking for and demanding a “square deal.” And, we’re the folks who intend to give it to them.

“Our opening day prices were EVERYDAY PRICES! We believe you will find them always fair with a savings to you of at least 20%. You may well see lower prices other places, but we ask you in all fairness, why are the grocery prices all over Austin suddenly cheaper now than one week ago?

“The words of encouragement we received from the people of Austin will ever be remembered. We thank you very, very kindly!”

Wallace’s dream had begun.