free food

I have to imagine that opening a new franchise of a national or regional “fast food” joint has to be a fairly competitive experience. Working in downtown DC it seems that every other building has some random eatery (yet I always complain there are not enough choices - go figure.) So how do you make a splash with a franchise opening in a crowded lunch spot environment?

Who would’ve thought that mixing Lunch and the Web 2.0 crowd would be so popular? Well, maybe it’s the free food, maybe it’s all of those nerdy conversations, or maybe it was Ogilvy’s “Lonche 2.0″ theme, seasoned with maracas, sombreros and of course a sumptuous burrito bar from Mexico Au Parc (our favorite lil’ South Park joint).