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Marketing Buzz 07/04

Creating a memorable atmosphere, a marketing treasure chest and more

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This story appears in the July 2004 issue of Entrepreneur. Subscribe »

Businesses Gone Wild?

Stop for a bite at one of the six California Tortilla restaurants in the Washington, DC, area, and you may have to sing for your supper-lliterally.

When the eatery first opened its doors in 1995, business was dismal. Partner Pam Felix, who is also part owner of The Improv Comedy Club, decided laughter would be the best medicine. So she started asking customers to do silly things to get free food, like making jungle noises or gathering friends to do a cha-cha into the restaurant.

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