“Liquor, Guns and Ammo.” The words, bold in a black sans serif on a canary yellow acrylic, glare from the wall inside Shakespeare’s Pizza. It’s a bold, irreverent choice, especially compared to the Old English-styled sign out front — a relic from 1973 when the original Shakespeare’s Pizza opened its doors in Columbia. This striking contrast embodies the pizzeria’s ethos: melting and mixing the old with the new, forging a tasty alloy of tradition and modernity.
For centuries, companies have mined William Shakespeare’s name and works for inspiration, repackaging them to suit the tastes of the times. While consumers have reaped the benefits — whether through clever branding or cultural nods, this practice raises a larger question: Should we continue to repurpose the legacy of historical figures like Shakespeare to keep them alive in today’s commercial landscape? Or is it better to let their works stand untouched, a pure testament to their era? The debate blurs the line between cultural reverence and opportunistic reinvention.
Shakespeare’s name and legacy stretch far beyond the pages of his 39 plays. From the iconic Shakespeare and Company bookstore in Paris to Columbia’s beloved Shakespeare’s Pizza, the Bard has become a brand as much as he is a literary legend. Any self-respecting University of Missouri student will hear “Shakespeare’s” and think not of Hamlet but of the famed pizza parlor just steps from campus, where the aroma of mozzarella and tomato sauce competes with centuries-old literary gravitas.
According to Open Corporates, over 800 active U.S. businesses feature Shakespeare’s name, a testament to how his legacy has transformed into a cultural touchstone.
“In Missouri, the word Shakespeare means something different than it does in most other places,” Shakespeare’s Pizza General Manager Toby Epstein said. “A lot of people recognize our brand before they think of the writer, which is absurd, but I think it’s true.”
Epstein’s observation highlights how deeply Shakespeare’s name is woven into commerce. A quick Google Shopping search for “Shakespeare” brings up fishing rods by Shakespeare Fishing alongside the Bard’s classic literature. Businesses like Shakespeare’s Pizza or Shakespeare Brewing Co., a UK-based brewery, may seem far removed from iambic pentameter, but they keep Shakespeare relevant in a modern, fast-paced world.
This blending of culture, commerce and classical literature raises the question: Is it wrong to commandeer the legacy of a literary legend, or is it a beneficial way to keep his name and works relevant in an era where classics are so often forgotten?
Take Shakespeare’s Pizza. While its ties to the playwright are limited to its name, it preserves a bit of the Bard’s spirit by merging tradition with reinvention. Shakespeare’s Globe in London, a replica of the theater for which Shakespeare wrote, may offer a more direct homage, but Columbia’s pizza parlor does something different — it places Shakespeare firmly in the hands of contemporary culture. No one mistakes it for a historical artifact, yet it ensures Shakespeare’s name thrives outside the confines of academia.
The brand undoubtedly profits from Shakespeare’s legacy. When asked whether the Shakespearean name had affected the restaurant’s image, Epstein said that although the brand has distanced itself from direct Shakespearean imagery, the name still gives the restaurant an “academic” or “historic” feel in the minds of customers.
Epstein explained that this distancing began when Jay Lewis took ownership in 1976. Under previous ownership, much of their merchandising featured classical Shakespearean caricatures. The shift that occurred under Lewis’s ownership allowed the restaurant to rely more upon its own brand and less upon Shakespeare’s.
Still, using Shakespeare’s name in business is more than just clever branding — it’s a celebration of his enduring legacy. In a world saturated with fleeting trends and fast-moving consumer culture, businesses that invoke Shakespeare keep his memory alive and relevant. Whether it’s a pizza shop, a bookstore or a consulting firm, each one introduces his name to new audiences, reminding us of his cultural significance.
Take Shakespeare’s Pizza, for example. Its quirky name and longstanding popularity have helped build a brand that locals adore, while also sparking curiosity about its namesake. Even if patrons come for the pizza and not the playwright, the connection creates a subtle touchpoint with Shakespeare’s legacy, ensuring his name stays in the public consciousness.
Similarly, brands like the UK-based Shakespeare Brewing Co. bring Shakespeare’s spirit into modern commerce. By naming beers after his works or characters — like “The Fallstaff’s Folly”—the company helps make classical Elizabethan literature approachable and fun for today’s consumers. These creative nods show how businesses can adapt Shakespeare’s works to resonate with modern tastes while maintaining his relevance.
Some critics might argue that using Shakespeare’s name for profit cheapens his legacy, but I believe the exact opposite to be true. These businesses breathe life into the arcane corpus that is Shakespeare’s work, keeping it visible and engaging. It’s better to see Shakespeare’s name on pints and T-shirts than it is to see it on dusty library shelves.
By embedding Shakespeare into everyday experiences, these brands ensure that his invaluable contributions to the arts of language and storytelling are never forgotten. In an age where attention spans are short and history is often overlooked, anything that helps keep Shakespeare alive in the minds of consumers is not just good marketing — it’s cultural preservation. And that, I’m confident, is a good thing.
Edited by Preston Smith | psmith@themaneater.com
Copy edited by Avery Copel and Natalie Kientzy | nkientzy@themaneater.com
Edited by Annie Goodykoontz | agoodykoontz@themaneater.com