No obvious link to The Hobbit

I didn’t realise that a pub just to the north of Canonmills had changed its name to attract the denizens of middle earth, seems a somewhat odd marketing strategy, maybe they should have a long ‘hard’ look at the said strategy, or am I missing something.

The extra is the entrance to my local but well known Italian deli, have not seen them so exercised to advertise their fruit & veg, I wonder why.