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Marketing Buzz 07/04

Creating a memorable atmosphere, a marketing treasure chest and more

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

Businesses Gone Wild?

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

When the eatery first opened its doors in 1995, business wasdismal. Partner Pam Felix, who is also part owner of The ImprovComedy Club, decided laughter would be the best medicine. So shestarted asking customers to do silly things to get free food, likemaking jungle noises or gathering friends to do a cha-cha into therestaurant.

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