The phrase suggests it was a painful chore elsewhere. Maybe it was. Wikipedia: "His "food palace" had piped-in music, air conditioning, cold cases for frozen and refrigerated items, in-store donut and flower shops, and electric-eye automatic doors." Pleasurable indeed.

Publix was founded in 1930, and still survives with over a thousand stores.

The picture on the matchbook was the very first Publix. Today: