I can't find a single image on the web for Benjy's, so this may not work. Benjy's is an el cheapo chain of sandwich shops in London. They have a new ad, which seems to also be part of their logo. It says this:
L E S S
B R E A D
Now the first time I saw it, I thought it meant they had stopped serving bread, and were instead offering wheat-free alternatives to their building site/secretary clientele. But then - a few days later, admittedly - I realised. Less bread. Cheaper. Silly me.