Sambo's Restaurants Picture Story Series Postcards

Once Upon a time.....

This is how the story card to a set of 8 postcards telling the tale of a little boy who outsmarts 4 tigers begins. This could also begin the story of these interesting postcards and the restaurant behind them.

Back in 1967, two entrepreneurs, Sam Battistone and Newell Bonette also known by his friends as Bo decided to open a restaurant. Instead of naming their new enterprise "Sam and Bo's" they combined their names and the first Sambo's was opened. Well known for their family friendly atmosphere and low prices, the couple quickly found their restaurant a success.

Shortly after opening the restaurant, the couple heard of a children's story written in 1899 by Helen Bannerman. The short story, Little Black Sambo, was about a little boy who loses his fine new clothes to four tigers. The story tells the tale on how he regains his property by wit and cunning. The tigers in a fit of rage, end up running around a tree until they liquefy themselves into a pool of butter. Sambo's mother than turns the butter into stacks of pancakes.


The restaurant owners thought this was a perfect theme for their restaurant, especially one that was known for their hearty breakfast of delicious pancakes! Using the artwork from the book the restaurateurs established their business with the Little Black Sambo theme.



Years and lawsuits later, the chain wanting to become politically correct and avoid offending their customers decided to change their main character Sambo. The original Sambo of the children's story appeared to be of the Negroid race and was thought to be racially insensitive and a stereotype of the African descent people. The new Sambo was made to look more Asian and from India.

To promote their new decor the chain offered among other merchandise a set of 8 standard size postcards. They cost 35 cents for the set and came in a wrapper for mailing. Because not all of the restaurants carried these cards and this was during the time period when most restaurants offered their postcards for free, the supply was limited and the set today is considered scarce and highly collectible. This set of postcards are available in my store The Postcard Emporium.

Now for those of you who have never read the original story I would like to offer for your enjoyment, Little Black Sambo, written by Helen Bannerman in 1899.