Word: cuisinarting
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...past few years Brooks has been making films: first a series of shorts for Saturday Night Live, then the theatrical features Real Life (1979) and Modern Romance, now in release. In his films he is not the Tonight Show Albert Brooks, putting bozo entertainers through a Cuisinart of irony; he is Albert Brooks dicing and slicing the comedy commodity named "Albert Brooks" - an earnest obsessive just this side of obnoxious. By comparison Woody Allen plays it safe: despite the misogyny and paranoid fatalism, his comic persona is essentially lovable. Brooks plays hardball, with himself as the wall. On S.N.L...
...shipped from France because they were defective. Recalls Sontheimer: "It was a major disaster, and by then I'd really had it. Robot-Coupe was not innovative, and their quality control was low." He struck a deal with a Japanese manufacturer to produce new mod els of the Cuisinart to augment his line, and before long he was selling more Japanese than French processors. Out raged executives at Robot-Coupe charged that Sontheimer was no longer promoting their models, and last year they severed his French connection...
Robot-Coupe recruited Alvin Finesman, 51 , who until 1979 had been the Cuisinart marketing director in the U.S., to lead its American offensive. Finesman, a wiry backslapper and pure salesman who at 13 peddled cigars in bars and brothels in Ohio, took up his campaign with gusto. Some early magazine ads for the French imports bore the slogan, "Robot-Coupe. It's pronounced Robo-Coop. (It used to be pronounced Cuisinart...
Sontheimer sued Robot-Coupe, charging that the firm was trying to fool the public into thinking that Cuisinart had changed its name. A court enjoined Robot-Coupe from continuing that particular ad, so Finesman's campaign now reads: "There are many food processors made in Japan. The original is still made in France." Retailers report that the Robot-Coupe is selling well but is still far behind the the Cuisinart...
Which of the food processors is better? The Cuisinart has a larger opening for feeding food into the machine, but Robot-Coupe offers models with slightly more powerful motors. Culinary experts are divided in their loyalties, and many agree with Russell Reitz, manager of Cook's Mart in Chicago, which offers its customers both: "There is virtually no difference in performance or price be tween the two processors." With the gour met grinders, as in so many aspects of cooking, it is chacun à son goût: each to his own taste...