I was dismayed to read that Bob's Big Boy is thinking of shelving its mascot--the Big Boy himself. This, I feel, is foolish, not only because his smiling pudgy countenance has become a pop icon, but also because he is one of the last human symbols associated with a major company.
Bob's, by the way, is just one of many first names the franchises goes by, but Big Boy is known everywhere. So, even though he won't be viciously blown up like the Jack in the Box clown, let's not let Big Boy be one more friendly face from the past we let fade away.
FRANK MALFITANO Los Angeles