Redefining the Value Equation

Picture a room of the country's top restaurant executives being asked to imagine they provide food and beverages free of charge. After you're finished laughing, imagine that everyone thought it was one of the smartest things they had ever heard. Can't imagine that, can you? That, however, is what happened last October when marketing expert Adrienne Weiss presented that thesis at the Restaurant Leadership Roundtable.

Ms. Weiss' proposition, however, did include exchanging money. But in

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