Customer Development in fast food is different than it is at Orvis. Your job is to get the customer to buy from you several times a month, not five times over two years.
That's where merchandise plays a key role.
The McRib isn't available at all store or at all times. It's a surprise.
Or on a seasonal basis, you have the Shamrock Shake (and in the old-school days, you could get a mix of shamrock & chocolate, and that was a satisfying blend).
All of you have products that have either a seasonal component, or could be leveraged in a way where you don't sell the product at all times in all channels. Why not create some scarcity, and use scarcity as a Customer Development strategy?
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