Sandwich heirs after slice of the action

The Earl of Sandwich has opened a sandwich shop in London, 250 years after his ancestor, the fourth earl, is said to have invented the snack in his quest for something convenient to eat while he gambled.

The earl, John Montagu, has opened the store with his son Orlando. They said they had waited until now because they wanted to ensure their food matched their name.

In 2004, the younger Montagu, along with business partner Robert Earl, convinced the 11th Earl of Sandwich that a chain of United States stores bearing the family name and selling the product for which it is famed would be a good idea.

And, after that was a success, as well as a delivery service in Britain the trio have decided to set up a store in London.

Earl of Sandwich will offer hot sandwiches, the owners say. They say the bread will be baked and the meats cooked in front of the customer, in a process that takes only 90 seconds.

Their flagship snack is "The Original 1762", filled with hot roast beef, cheddar and horseradish sauce. Most sandwiches will cost around £3.95 ($8).

"The name is one of the most valuable assets we have and it is important that the food lives up to what people will expect from the brand," Orlando Montagu said yesterday.

- INDEPENDENT