They could easily copy the business model of Sam's Club—drastically simplify the product range, offering just two or three choices in each category. Forget about comparisons; as long as the volume is high and the prices are low, that's enough.
This approach would also greatly simplify supply chains. With only a few products, there's no need to haggle with countless distributors or sign endless contracts.
To attract foot traffic early on, Niall suggested pricing a third or even a quarter of the products at cost—or even below cost. Rotate the deals weekly to keep customers coming back to stock up. You could even hold a daily "everything-free" lottery for one lucky customer—a fun surprise.
Take IKEA's soft-serve cone for example: it's been a fixed $1 forever, never increasing. They probably lose money on it, but they earn attention.
Some people, especially in the summer with nothing better to do, will go to IKEA just for that $1 cone, enjoy the AC, and stroll around. It might seem like they leave without buying anything—but when they actually need something, they'll think of IKEA and come back to shop.
That's not a consumer trap—just a customer acquisition tactic. And tactics like these? They actually originated during the Great Depression and evolved ever since.
With Wilkie's experience and foresight as a seasoned manager, he should be able to recognize that a wholesale-style supermarket built on the outskirts of town has promise—but there's a key condition: the market and employment must recover!
Which brings the topic full circle—right back to politics. The Republican Party, almost entirely hands-off now, is letting the so-called "free market" run its course. They refuse to intervene, believing in the "invisible hand" and all that nonsense, stepping away as the economy collapses.
Clearly, that ideology isn't working. The free market alone can't handle the chaos of this economic disaster.
But the folks in charge won't change course. They're gambling—gambling that the Democrats, possibly with plans for reform, will come into power, stimulate the economy, and restore the market. When that happens, average people will have some money again and start shopping at discount supermarkets.
"Hmm…" Wilkie sipped his wine, noncommittal.
He wasn't like Frederick. Though he was friendly with Niall, he didn't trust him without some reservations. Dropping hundreds of thousands of dollars into a wholesale venture? That was still a major risk.
The Chablis swirled gently in Wilkie's glass, droplets of condensation forming on the outside. One drop slid down his finger and fell onto the tablecloth, quickly absorbed and vanishing from sight.
"If nowhere else, why not try New York?" Frederick broke the silence.
While the rest of the country was mired in the Great Depression, New York—being the nation's financial and trade hub and its largest city—still had demand. Sure, there was unemployment, but plenty of people still had jobs. There were always things that needed doing—just not enough jobs to go around for everyone.
So yes, New York still had a consumer base with spending power. Unlike other cities that needed economic recovery first, in New York you could start a business immediately and expect customers from day one.
Plus, wasn't Roosevelt the governor there? He was actively pushing for infrastructure and job-creating projects.
"Right, a trial near New York makes sense. But we need a big enough space—somewhere with parking for at least a thousand cars."
Niall added a suggestion: if Wilkie could hold onto the land for thirty years, and pass it down to his kids, it could be worth millions.
"Alright. I'll look into it," Wilkie finally said, clearly tempted. Niall had made good points, and Wilkie knew New York's situation well. Even his own law firm, staffed with high earners compared to regular workers, was feeling the strain of the economy. With the Depression expected to drag on, frugality was becoming the norm across America.
If Wilkie said he needed time to consider, Niall had no problem with that. He wasn't in a position to run a business himself right now anyway. It was best to let Wilkie figure it out. In hard times like these, being able to take care of yourself was already an accomplishment.
"By the way, what's going on with the Hollywood project?" Frederick shifted the conversation.
That was the main reason they'd come to New York, after all—a project involving over $300,000 in investment. They had every reason to keep a close eye on it.
"They've already sent people over, but they're still scouting locations around the city," Wilkie responded, getting serious as soon as work was mentioned.
Merian C. Cooper had traveled all the way from the West Coast—a cross-country trip that, while easier nowadays, still wasn't cheap. And since King Kong was set in New York, this was a golden opportunity to photograph all the cityscapes they might need.
The photos would be used to build models back in Hollywood for the shoot. This RKO production was a major effort—meant to rescue the studio's finances—and they were going all-in.
"Yeah, they better get good shots…" Frederick nodded.
It's not like they had a real fifty-foot gorilla for location shooting. But the props and miniatures had to make the audience feel like the destruction was real.
"Dinner tonight?" Niall said casually. No rush on decisions.
He wanted to drop by Columbia University anyway. Even if he didn't plan to study there, it was worth a visit. Just for its contribution to the Manhattan Project, Niall felt like it deserved his respect. Maybe one day, when he had money, he'd donate to their physics department—maybe set up a scholarship.
After all, Columbia helped bring about Japan's "nuclear pacification."
"Sure. Astoria Hotel next door. Seven o'clock," Wilkie replied—he had already arranged everything.
Investors and producers had to meet. Some investors even wanted to slip their mistresses or side chicks into the lead roles. And producers, as long as the demands weren't outrageous, usually tried to accommodate.
Too bad Niall and Frederick didn't have any ladies to recommend for the cast. A missed opportunity to launch a leading actress's career.