A great example of a promotion - a challenge to dine at 30 different locations during the upscale chain's 30th anniversary -- that started as a delightful challenge for the customers, and ended up as both that AND great publicity and market research for Ruth's Chris. A literal example of how it pays to pay attention to your customers. Plus, i think its a really engaging promotion idea!

 "The program was designed not so much to benefit the company as it was to benefit our customers," said Tom Cangemi, president and chief executive... "The promotion increased the company's exposure and generated new business. Diners trying to fill their passports often brought along business associates and friends who never had eaten in a Ruth's Chris. "We have made new customers from them," Fertel said. Through extensive interviews with the winners, Ruth's Chris also developed a profile of its customers, which dovetailed market research the company completed last year."

author: Jennifer McCue