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First you have to attract the customers.
Yesterday Quiznos had a full page ad in USA Today with a coupon for one of their new Flatbread Chopped Salads for free. Unfortunately the coupon was only good for the first 50 people who showed up after 2:00 pm.
Now if the goal of a coupon is to attract people I have to wonder how many people eat lunch at 2:00 pm. And how many people would bother, assuming that there would already be 50 people in front of them? At the Quiznos near me they needn't have worried. I've never seen more than one or two people in the place.
I'd love to know how well the campaign worked.