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It was a studio for the WMAL Channel 7 TV station at the time (photo courtesy Historic Photographs collection, Marriott International Archives. The former Chevy Chase Ice Palace is visible in the rear. View of the Connecticut Avenue Hot Shoppe, circa 1957. In the midst of the Depression, the jaunty Hot Shoppe with its exuberant curbers was among the city's trendiest destinations, particularly for high school and college kids looking for inexpensive eats. When it opened the shop had 50 curbers 40 girls and 10 boys. Like the Georgia Avenue store, this was a low, orange-roofed structure in the center of a large parking lot. Marriott later recalled that the Connecticut Avenue site was “pretty much a wilderness” when they moved in, although plenty of automobile traffic already flowed past. Opened in 1930, this was the fifth Hot Shoppes. The next to open would become the chain's flagship, at 4340 Connecticut Avenue NW, in the area now known as Van Ness. The Marriotts took to staking out major roads and intersections around the city to try to pinpoint the best locations for future Hot Shoppes. He Georgia Avenue store was shrewdly located away from downtown competitors and on a major artery where it could lure in commuters. Postcard view of a typical 1940s Hot Shoppe (author's collection). The little building in the center of the parking lot became a model for future Hot Shoppes, topped as it was by a bright orange roof to draw the attention of passing motorists-like the shops in the Howard Johnson chain that were getting started at about the same time. government to get approval for the curb cuts he needed, Marriott opened the new Hot Shoppe in the summer of 1928. The Georgia Avenue Hot Shoppe would be one of the first such restaurants on the East Coast, offering curbside service to customers who could drive up, order a meal, and eat it right in their cars off of a tray propped on the door. What to do next? For his third Hot Shoppe, at Georgia Avenue and Gallatin Street NW, Marriott planned something new, a drive-in like those he had known in Utah. The story goes that a good friend asked, "Hey Bill, when are you and Allie going to open this hot shop I've been hearing about?" And so, with a few letters added to dress it up, the Hot Shoppes were born. After that, all they needed was a name for the place. Allie, who had majored in Spanish in college, talked the embassy's chef into sharing recipes and providing contact information for a San Antonio supplier of Mexican foods. Bill recalled that the Mexican Embassy was located over on 16th Street, just a couple blocks away from their shop. The challenge was to get good recipes and find a source for quality ingredients. The Ranch, in business since 1900 at 507 F Street downtown, was a good example. Washington was no stranger to Mexican eateries, which typically featured hot tamales and chili con carne in those days. By some accounts it was Allie who came up with the scheme to sell Mexican food. Selling root beer was great in warm weather, but once the temperatures dropped, Marriott needed something else to keep his business going. The original Hot Shoppe on 14th Street (photo courtesy Historic Photographs collection, Marriott International Archives). Six years later, when he was ready to start out on his own, Marriott decided to return to Washington to open a franchise selling A&W root beer. He spent a day sightseeing and noticed how vendors of ice cream, lemonade, and soda would sell out to the sweltering crowds practically as soon as they arrived on the scene with their carts. In September 1921, after spending time in New York, Marriott passed through Washington on his way home to Utah. As a teenager he experienced firsthand how hard it was to make a living raising livestock out west and resolved to get into a line of business less subject to market volatilities. The son of a Utah sheep rancher, Bill Marriott was imbued at an early age with strong Mormon beliefs and an intense work ethic. The Marriott rags-to-riches story used to be one of the most oft told in the city. Matchbook cover from the early 1960s (Author's collection).
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