PROMOTION: Caps on the Side

When 2,600 shouting delegates and alternates demonstrated their approval of Republican candidates in San Francisco last week, a flurry of blue-lettered "I Like Ike" paper caps danced before the television cameras. The man behind the caps is not a politician, but a hamburger king—Edgar Waldo ("Billy") Ingram of the White Castle System (1955 gross: $17,138,261).

A flourishing sideline in paper caps has grown out of Ingram's obsession for cleanliness. When he borrowed $700 to build the first turreted White Castle hamburger stand at Wichita, Kans. in the '20s. he decided to give the customer 5¢ hamburger, a shiny counter and...

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