Photo of the Week, 65: Adolph ‘Sez’ Slow Down!
On August 18, 1963, 19-year-old David C. Roberts of rural McLean County
accidentally plowed his car into—and through—Adolph's Discount Store,
located in the “Brandtville" corner of Illinois 150 and the U.S. 66
“Beltway" (now Veterans Parkway). Luckily, Roberts and his two
passengers, as well as several customers inside (yes, the store was
open), came away unscathed. Roberts told police his brakes somehow
failed as he pulled up to the business.
That's owner-manager Adolf A. Brooks' outside his store pointing to the damage. Many longtime area residents will remember this store, which opened in November 1961. Brooks' “Adolf Sez" advertisements spoke to an era of madcap, wily, harried, and tireless discount retailers. “Adolf sez whut ain't on the shelf is on the floor. We got it somewhar!" went one of his many folksy sales pitches.
Brooks, who passed away in April 1995 at the age of 72, operated Adolf's until 1984.