Howard Johnson's Riddle Mask Menu, 1960s
In 1925, Howard Deering Johnson borrowed $2,000 to buy a small corner pharmacy in Quincy, Massachusetts.
The enterprising young businessman paid his loan back in record time, thanks to roaring business at the soda fountain part of the drugstore.
This led to the establishment of the iconic Howard Johnsons brand of ice cream stands, roadside restaurants and hotels.
In the 1960s and 70s, there were more than 1,000 Howard Johnsons restaurants across the United State. Hugely popular with families, HoJos were cheap, reliable and familiar – a plate of fried clams was the most popular dish.
This children’s menu, which turned into a mask that kids could wear and take home, had 16 riddles to keep children occupied while their parents ate. The questions are tough! The answers are on the back.
Courtesy Private Collection.
Each print is accompanied by a copy of the interior menu or cover.