Sunday, July 16, 2006

Holy vermicelli, Batman!

After many long years of geographical estrangement...

Rice-A-Roni is once again the San Francisco treat.

(The other San Francisco treat, you deve.)

When Quaker Oats ("There's nothing better for thee than me") bought Golden Grain, the company that made Rice-A-Roni for decades, they downplayed the product's San Francisco connection, eventually ditching the familiar jingle and cable car imagery altogether. For people who aren't from around here, I suppose the name San Francisco evokes certain... umm... images, shall we say, that not every company wants associated with its merchandise.

But never underestimate the power of a catchy advertising slogan to rise from the dead.

I actually like Rice-A-Roni, as an occasional side dish. When KJ and I were first married, it was practically a daily staple. We don't serve it very often anymore — our daughter isn't a fan — but I always keep a box or two handy in the pantry. Because every now and then, those old comfort foods from your childhood just taste like love, don't they?

It's interesting to note, however, that although I have consumed dozens of meals in San Francisco over the years...

...I've never eaten Rice-A-Roni there.

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