Yes, sorry, that was a typo. I'd edit it, but then the thread wouldn't make sense.Did you mean food?
What is the literal meaning of Great cry little wool?
Judging by the context, I feel that @Den falska sköldpaddan's suggestion of "Big boast, small roast" is an excellent one. Though you have to judge if your readers will understand the expression.Actually the shop used to live up to its expectations and has earned its name by their top quality services but this is the thing of past now. Now only the name is there, no quality.