Restaurant relies on self-congratulatory name for marketing

06/24/2010 | Inc. online (free registration)

The first U.S. location of The Best Chocolate Cake in the World opened in New York last weekend, offering Manhattanites a chance to judge for themselves whether the sweet concept lives up to its name. The moniker, which caught the attention of major media outlets before the place even opened, was born 24 years ago when Portuguese chef Carlos Braz Lopes created a to-die-for chocolate cake that customers often said was the best they'd ever had.

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