I don't know why, but this one is slightly unnerving. Who's Pal? Why is Pal on the matchbook?

"Where Food is Good" seems rather underwhelming, too - but perhaps they spent all the money on the hand-lettered back. It's still around, too, but I'll be switched if I can find it on Google Maps. It's supposedly at 9105 Highway 53, but the map dumps you at 9241. Almost as if the laws of nature didn't apply, or had been warped by some nefarious device that seeks to mask the true intentions of the GUILD OF PAL.