In several of our restaurants, we go a step further. As the already-low check is dropped, each guest at the table is presented with a thank-you note as well as a gift certificate to welcome him or her back for lunch at another time. (In 2005, for example, we presented each guest with a “come back” lunch certificate for $20.05.) At this point, guests are thinking, “They’ve already offered an outstanding lunch for $20.05, and now they’re giving me a $20.05 gift certificate to return!” And return they do.
