the sights—they visited another man who owned more than a dozen Piggly Wiggly markets. After learning of Jenkins' grocery experience in Atlanta, the man offered him a job. Jenkins accepted, intending to return to school in the fall. Within a few weeks, however, his boss was so impressed that Jenkins was promoted to manage the store in St. Petersburg and school was postponed. By keeping his store well-stocked and clean, Jenkins saw his sales more than quadruple in less than a year. He was transferred to the company's largest store in Winter Haven, which he managed for four years. In 1930, Florida was reeling following the real estate bubble burst in 1925, followed by the 1926 Miami hurricane, the 1928 Okeechobee hurricane, and the Wall Street Crash of 1929. The chain's owner was forced to sell his stores, which were purchased by a businessman in Atlanta. The new owner chose not to visit his new property, so Jenkins decided to visit him to talk about the future. Jenkins drove to Atlanta, visited the man's office, introduced himself to the secretary, and asked to see the owner. The response was that the owner was not available due to a critical business consultation, but Jenkins could hear the owner talking on the telephone about his golf game. Enraged, Jenkins returned to Winter Haven and began plotting a strategy. He decided to open his own store and compete directly with the new owner. Publix Although the country was in the midst of the Great Depression, Jenkins incorporated Publix Food Stores in 1930 with 30 shares, each valued at $100. He kept 13 for himself and sold four to friends. The butcher and assistant manager at Piggly Wiggly each purchased another four shares, raising $1,200 to supplement Jenkins' savings of $1,300. He and five employees opened a new market next door to his former employer. The chain fought back, bringing in a handsome and charming manager from Miami who supposedly garnered all the customers wherever he went. The two stores began a series of one-upmanships, where the Piggly Wiggly store would offer a shopping premium, and Jenkins' Publix would offer something better. The first year was difficult, but Jenkins' store covered its expenses while the Piggly Wiggly closed. As the economy improved, the store did better, and five years later a second store was opened on the other side of town. First supermarket in