(FORTUNE Magazine) – Two-hundred-and-forty-odd years ago, the Fourth Earl of Sandwich stuck some salted beef between two slices of bread. Now one of his descendants, Orlando Montagu, the 32-yearold son of the current Earl John Montagu, wants to make a few quid off the family name. For several years he's run a London sandwich delivery business, but in December Montagu is opening an 8,000-square-foot eatery called Earl of Sandwich at Disney World.

The multimillion-dollar venture is partly financed by another Earl, Planet Hollywood founder Robert, who received the offbeat pitch back in 1996. Done in calligraphy, it read in part, "My father's an earl and you're an Earl. My name is Orlando and you live in Orlando." The menu will feature more than a dozen sandwiches, including the meaty Full Montagu. Montagu hopes for sales of between $3 million and $4 million next year, and he plans to open outlets in Chicago and New York as well.

How does the current Earl feel about all this? Reached at the family estate in West Dorset, Lord Montagu says he's not a fan of "enormous American sandwiches" but supports his son's endeavor. Spoken like a true member of the upper crust.

--Matthew Boyle