In the 1940s, 1950s, and 1960's Groucho's® Deli established its reputation by serving its high quality meats and cheeses (in sandwiches and for retail sale), famous sandwich dressings (Formula 45 Sauce™ was perfected in 1945), and Original Potato Salad and Cole Slaw. Groucho's sold imported teas, coffees and exotic delicacies from its grocery/retail portion of the restaurant. Groucho's began serving its innovative “Dipper”™ Style Subs with Original Sauces and Large Salads in the 1960s. The Apollo Dipper™ was named after the likeness of the Apollo space capsule (advertised as landing in a cup of 45 Sauce). Groucho's continued Philosophy of offering “Fast, Fresh, and Original” Trademark Subs and Large Salads, served with Groucho's Famous® Dressings